Google Ads Campaign Experiments

A brand can use Google Ads to craft and execute the most effective ad strategies. Here, you will find numerous tips and features that will improve your ad experience to the max!

In today's post, we'll examine one such tool. Campaign Experiment is an incredibly powerful tool for optimizing your ads as risk-free as possible using a variety of different metrics.

To assist you with implementing this feature into your ad journey, this article will provide the following answers:

• What is an Ads Campaign Experiment?
• What can you do with ACE?
• What is the process?
• How do you interpret and analyze the report, ACE?

If you're looking for effective ways to utilize this feature by Google Ads, keep reading!

What is Ad Campaign Experiment?

After you have completed a draft, instead of applying your changes to your original campaign, you can convert it to an experiment. Although multiple drafts can be created within a campaign, only one of those drafts can be put to the test. "When you set up your experiment, you can specify how long it should run and how much traffic (and budget) it should use from your original campaign.

Who exactly is behind these campaign experiments that everyone (including me) is raving about? It is a method in which you take an existing campaign and make your desired changes to a draft version that you can analyze for efficiency.

The purpose of this comparison is to see how changes made to your experimental version will impact your overall goals and strategy.

A major aspect of ACE is ensuring that changes are beneficial for your ad experience rigorously and systematically. You should test all Ads accounts because here's the thing: they all should! ACE helps you challenge your assumptions, improve yourself, and keep stakeholders and clients happy.

With ACE, you can test changes to your campaign without actually implementing them! By measuring the impact of changes on a campaign before the changes are even implemented, you create a robust framework to test for significance while minimizing risk. You can also set up a comfortable level of traffic split between original and experimental.

One of the drawbacks of this feature is that some automated bid strategies are unavailable for experiments. I've included a list of all the features that ACE does not support:

• Target Search Page Location
• Target Outranking Share
• Target Return on As Spend (ROAS)

Using Advanced Campaign Experiments: How can you use it?

ACE allows you to change your drafts without actually making them your original campaign. Here are some examples of how ACE can be used.

1) Bid revisions and position changes

With ACE, you can view how changing bids or positions will affect your ad campaign. An alternative ad position would be associated with a separate bid in this example. If you want to lower your bids by 30%, you can either move from position 2 to 3, or you can bid on the higher position.

In this writing exercise, the original drafts are modified specifically, results are analyzed, and the campaign then decides whether to use the changes.

2) Check the traffic to a new landing page

If you add new landing pages to your campaign, you may feel the need to update the entire plan to accommodate them.

You can experiment first, and you don't have to commit that much! You can simply change your landing pages in the experiment. So if the changes you make don't give you a strong report, you will not only find out quickly, but you will also be able to roll them back as quickly as well.

Using it, you can conveniently analyze whether your landing page has an impact on the ad's success, without exposing yourself to any risks.

3) Improve ad copy significantly

In addition, experiment with your ad copy before making any major changes. This will make it easier for you to check whether the changes actually make a difference. By minimizing the chances of things going wrong with your campaign before making any changes, you basically minimize your risk.

4) Run the “Dynamic Keyword Insertion” test.

You can also experiment with dynamic keyword insertion before making any changes, like the other factors outlined above. You can also minimize the risk of a change by checking it before you apply it. If it makes a difference, you can examine and analyze why it is important.

5) Test the campaign settings

You can test different campaign settings including ad rotation, search partner networks, bid settings by device, and more. Don't forget to test a setting before choosing it for your campaign.

6) Test eliminating significant keywords from your campaign

Your campaign could benefit from removing specific keywords, but you are not sure of their impact. This can also be tested by conducting experiments before concluding. To build an effective campaign, you must ensure that no changes that you make will be detrimental to it.

How to set up a campaign experiment?

Google lays out the simple steps for you to easily set up a campaign experiment.

1. Sign in to your Google Ads account.
2. From the page menu on the left, click Drafts & experiments, then click Campaign Experiments at the top of the page.
3. Click the plus (+) button.
4. Click Select draft, and select the draft you want to turn into an experiment.
5. Enter a name for your experiment.
6. Choose a start date for your experiment.
7. Choose an end date for your experiment.
8. Enter the percentage of the original campaign’s budget that you’d like to allocate to your experiment.
9. Search campaigns, under “Advanced Options,” choose how you want to split your experiment.
10. Click Save to finish creating the experiment.

If you create an experiment, both your regular campaigns and the "Campaign experiments" page will display the results.

How to interpret the campaign report?

Having a clear idea of how you will decide if the experiment was successful is crucial! Optimizing metrics will help you determine how to measure that goal. You will have to decide between multiple metrics and which metrics matter more in case of conflicting data.

Here are a few more tips

Now let's move on to a few more helpful tips and tricks.

• Video, App, and Shopping campaigns are not compatible with experiments. Experiments are available only for search and display campaigns.
• The total number of experiments you can schedule for a campaign is 5, but you can run only one experiment at a time.
• The review process may take some time before the ads for your experiment begin to run.
• Your experiment can be funded by a percentage of the budget of your original campaign.

Hopefully, the discussion helped you navigate Campaign Experiments and utilize them successfully for your ad campaign.

Have a great campaign!

I would appreciate any suggestions you have.

#newdesign #google