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Google takes AdWords Experiments to the next level – An Overview

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[/vc_raw_html][text_output]Trials and experiments are essential for PPC in order to incrementally improve performance, we all need to run them, all the time and in all accounts. AdWords Campaign Experiments has already helped a lot to simplify the implementation of a trial, however, it only supported the testing of certain components of a campaign, not of a complete campaign set up.

The solution, as well as a couple of new features, was presented by Google at the beginning of the year: Campaign Drafts and Experiments for A/B Testing, which makes the whole process of running an experiment so much easier and more reliable.

Of all the different bits and pieces of information you can find online, we collected the main new features of Campaign Drafts and Experiments to give you a quick overview.


So what’s new with Campaign Drafts and Experiments?

  • Drafts: No need to directly implement an experiment – only when you are happy with the changes to your draft campaign (taken from the existing original campaign) you can choose to turn it into a full experiment campaign and run it against the original campaign. You can even create several drafts at a time to run them one after the other.
  • Traffic and budget split: Do you want to start at a 50:50 split? Or start at 10:90 and then ramp up? The new tool allows for full control of how much room you want to give the experiment within the everyday campaign activities. No risk to tank current performance through dodgy duplicates.
  • Broader testing: While the existing campaign experiments allowed for testing certain components of a campaign, you now can test campaign setting and structure as a whole, for example, campaign settings or a different ad group structure.
  • Measuring results: The scorecard allows you to compare original and experiment campaign results right next to each other, even highlighting the statistical significance of data and the trending difference in key metrics between the two.

Experiments

  • Campaign vs. Ad Group: Sometimes it is necessary to drill down, especially when you expect one ad group to impact campaign performance more than others. No problem with the new tool, here you can monitor results on Ad Group level.
  • Final implementation: Once decided which version of the campaign looks more promising, you can simply push the experiment campaign fully live and pause the original campaign, taking over its budget and dates. Alternatively, you can simply apply the changes of the experiment campaign to the original campaign.
  • And outside of any experiments: It can be very useful to preview campaign changes before actually applying them. It’s a little bit like using AdWords Editor: Have a play around with the draft campaign to see what your perfect campaign would look like and then set it live.

Even though Google didn’t reinvent the wheel with regards to experiments, we as an agency and probably everyone who runs PPC activity at a large scale, welcomes Campaign Drafts and Experiments with open arms. It adds better usability and additional functionalities that we have been waiting for to the Experiment tool and takes AdWords Campaign Experiments to the next level.

We can’t wait to give it a go![/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]