Google Ads Test & Experiments help us make confident and informed decisions to continuously improve performance and return on ad spend.
Testing in Google Ads lets us understand whether experimental changes to our client’s account will help us reach set/desired business goals. Our custom campaign tests and experiments are particularly powerful. This guide outlines some of the steps to successful testing and implementing changes to increase conversions and maximize return on ad spend
First we decide how and what to test
We use Google Ads’ Experiments organized approach to testing to create experiments and control groups that we can use to quickly monitor results and implement changes. We set up an experiment to test changes to an existing campaign. We focus experiments on high-value levers, such as bid strategies or ad extensions. We must focus because we can only test so much, and try to avoid wasting resources finding low-value outcomes.
We also use other methods to test and experiment with things to improve performance that campaign experiments don’t cover. Experiments aren’t an option for everything that’s worth testing, such as non-last click attribution and certain automated strategies.
Create experiments that produce clear results
We focus our tests on one variable at a time because it’s impossible to isolate the effect of any single change if an experiment updates multiple elements. All tests are designed to reach statistical significance as quickly as possible. The faster our tests reach significance, the faster we can make updates to your campaigns to achieve improved performance. Pick one metric to gauge the success of your tests. Balancing multiple metrics makes it difficult to pick a winner. Avoid making campaign changes while experiments are running. Mid-experiment changes can skew our results. Read more about creating experiments that produce clear results
Analyze results and choose experiment winners
Our marketing experts wait for enough data to be confident in our results, that’s because we can expect your campaign to perform similarly in the future if you are confident in an experiment’s outcome. Constantly monitoring your experiment and understanding performance is key. Check for outliers within your top-level experiment outcomes. High-volume ad groups or keywords can skew results for an entire campaign. We implement what we’ve learned in your future campaigns. The most critical step of any test and experiment is updating tactics based on what we’ve learned and apply what we learned to continuously improve performance. We keep detailed records of all experiments. Well-documented results allow us to return for insights long after any experiments have ended.
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