AdWords Campaign Experiments (ACE) is one of the essential portion of thriving PPC campaign. The AdWords Campaign Experiments tool endeavor to resolve all of these troubles by allowing you to produce split versions of your campaigns which you then run side by side at whatsoever percentage of quantity you desire to run.
On the whole, you’ll be able to select to send as little as 10 percent of your traffic to the investigational version of a campaign so that you can collect some good intel with no messing up with your present accomplishment. Once you’re finished with the test, you can click one button and apply all of the experimental changes to the on hand, live campaign.
AdWords Campaign Experiments (ACE) is a free tool that makes it easier to test and accurately measure the impact of changes to your keywords, bids, ad groups and placements.
Google says: "ACE reduces the guesswork and potential risk involved with making changes to your campaign. Its scientific split-testing approach gives you valid measurements regardless of changes in demand, competitor movements, or other sales and marketing activity that can complicate traditional before-and-after measurement approaches."
With AdWords Campaign Experiments, you can split test two versions of a campaign or ad group simultaneously to see how your changes influence your performance in real-time. The real-time testing aspect of ACE is beneficial because it can help take the edge off the influence of outside factors on your tests, such as other sales/marketing initiatives, changes in the competitive landscape, and seasonality fluctuations
This aspect allows account managers to decide testing parameters and apply them to a given campaign’s elements in order to optimize performance in a controlled and targeted way.
The procedure of setting up an ACE within the AdWords interface has at all times been fairly uncomplicated, following these steps:
Setting up an AdWords Campaign Experiment
Place experiment parameters such as name the experiment, settle on the split percentage among control and experimental changes, choose a beginning and end date and save.
Applying Experimental Changes in an AdWords Campaign Experiment
Identify your experimental adjustments depends on your objectives, but could apply changes to: keyword bids, keywords, ad text, ad groups, keyword match types, ad group bids and/or keyword insertion
Statistical Significance in AdWords Campaign Experiment
It is going to be fundamental to analyze the data you generate through your experiment to take decisions that are going to boost your performance.
Make sure to segment your data in Control vs Experiment while analyzing the results.
Google gives you "arrows" that are going to be automatically placed next to your metrics and that will help you generate insights for your experiment.
- One (up or down) arrow indicates that there is a 5% possibility that the metric increased by chance other than because of an experimental change.
- Two (up or down) arrows indicate that there is a 1% possibility that the metric increased by chance other than because of an experimental change.
- Three (up or down) arrows indicate that there is a 0.1% possibility that the metric increased by chance other than because of an experimental change.
Apply or Delete Campaign Experimental Changes
Make a decision if you’ll maintain or discard your experimental changes and apply based on your conclusion.
Importance of ACE:
- Testing bid changes on important keyword sets.
- Testing the addition (or pausing) of keywords.
- Test a new landing page design tailored for a few high-value keywords against your existing landing page.
- Testing the adjustment of keywords and placement-specific bids in your Google Display Network campaign.
How to set it up:
- Click the settings tab of your chosen campaign
- Scroll down and open the Experiment tab
- Click specify experiment settings
- Name your experiment appropriately (Ie. “20% Bid Increase”)
- Choose your traffic split (50/50 is fine for smaller or less drastic changes but adjust according to your personal comfort)
- Choose start and end dates
- Click save
You should now apply the experimental changes and start the experiment in order to accumulate valuable data.
ACE allows you to perform faster, more accurate tests by executing your experimental campaign alongside your original campaign. By performing this type of simultaneous split test, you can immediately find out if a change is going to turn out to be profitable for your business.