How to Set Up a Google Ads Campaign Experiment?

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November 10, 2022

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How to Set Up a Google Ads Campaign Experiment
Approx. read time : 4 min

An excellent way to boost your paid marketing campaign is to set up a Google Ad campaign and start generating traffic out of it. Drafting campaigns is not an easy task as it requires good expertise to get a productive outcome.

Thus, experimenting in such cases will give you a safer side. However, you must be thinking if there’s any feature for experimenting with Google ads? So, the answer is yes!

With the help of Google Ads campaign experiment, you can figure out whether your campaign strategy will offer good results or not.

In this guide, we will be guiding you with crucial steps that will help you in setting up a Google ad campaign experiment.

Why Google Ads Campaign Experiment?

We hope you have heard about the A/B testing. It is a strategy to check whether your upcoming ad campaign will perform better or not. In most cases it is beneficial without making you spend a lot. In simpler words, you are running an experiment without spending any additional cost. Google Ads platform gives you a split check option giving you an idea about running ads in the both scenarios.

Start a trial experiment in place with different metrics and change values to get the comparison efficiency.

What are the Types of Experiments That You Can Run?

You can easily create an Ad experiment for ad variation. By doing so, you are actually testing new headlines or description lines across your campaign.

Apart from that, run a video experiment where you can easily test a new video campaign against an existing video campaign.

Setting up a custom experiment is possible with this experimentation strategy.

  • Bidding strategy
  • Geo targeting
  • Ad schedule
  • Bid adjustments
  • Audience targeting

Related: Meet 8 channels to invest in Digital Marketing for your business

How Do I Set Up a Google Ads Experiment?

You can set up your own Google Ads experiment by following the steps below. Our goal here is to test out a new bidding strategy using a custom Google Ads experiment campaign.

  1. Scroll down until you see the Experiments tab on the left of your screen when you’re in the account where you want to test an experiment.
  2. Add a new experiment by clicking the blue plus sign.
  3. On the next page, select Custom experiment, then select Search under campaign type for this scenario. Then click continue.
  4. The name of your experiment should be on the next page. To test against our enhanced Cost Per Click base campaign, we’re going to run a tCPA experiment. The title of this post will be [eCPC vs tCPA]. You will find this at the end of the name of your base campaign.
  5. Select the pencil to edit your base campaign that will be mirrored in your experiment. Your experiment should be based on a campaign.
  6. Scroll down and make sure the “Suffix for the treatment name” matches what you named your experiment.
  7. Click save and continue.
  8. Now you should see a page similar to the Campaigns tab. As you just made an experiment campaign, this is only an experiment campaign. Your new experiment is an exact replica of your base campaign so far. Make whatever changes you want to test in your experiment campaign now.  We’ll change the bid strategy to tCPA in this example by heading over to the settings tab.
  9. Go to the settings tab on the left after clicking into your new campaign.
  10. Under Bidding, Change the bid strategy as per your convenience
  11. After that, click Save
  12. Select Schedule at the top of the screen.
  13. Your goals will be set here. Google Ads experiments now have this huge advantage as well. Each experiment allows you to select up to two metrics, with the option of increasing, decreasing, or not changing significantly. The goal of this experiment is to increase conversions at a lower cost per conversion.
  14. Select the drop-down menus that match the screenshot below to set this as our goal.

Other things you can aim to achieve increased or decreased are:

  • Clicks
  • Impressions
  • Cost
  • Conversion value per cost
  • Conversion value

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Set the start and end dates for the experiment in the next section.

15. Lastly, we will enable sync in the “Enable Sync” section.

Leaving this on means that any changes we make to the base campaign will be reflected in the new experiment. The results of the A/B test won’t be affected by a minor change (such as updating bids). 

16. Then Click to Create an experiment.

End Goals

When you’re testing some bid strategies, analyzing your results may be a little more difficult. Depending on the budget for the campaign, some bid strategies are more likely to succeed. It is possible to maximize conversions on a tight budget, for example.

However, if your budget is too large, maximize conversions will spend through your budget every day, regardless of whether you’re getting the results you want.

Experiments split the budget from your base campaign (typically 50/50). By applying that bid strategy to your base experiment, you will now have the entire budget at your disposal instead of just half of it. Make sure you think through budgets when running experiments, and keep an eye on your spend if you make any bid strategy changes to your base campaign.

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