Google’s Campaign Experiments and Drafts is a really great way to test your campaign theories with a smaller portion of traffic that you can set up manually. You even can view the results side-by-side and decide if you should implement the changes in your campaign.
Creating a new draft in Adwords, the platform will copy all the current existing settings of a campaign and set a test environment to make changes. If your predictions are correct you are ready to launch the test, you can create a 50/50 split test or a larger portion of the audience depending on your objectives.
Use Drafts and Experiments for any Search and Display Network campaign to test different settings:
- Target CPA
- Bid strategies (automated bidding strategies)
- Device settings
- Location adjustments
- Ad extensions
- Negative keywords
- Structural campaign changes
Tests that will impact your quality score and you will want to allow additional time to build up history and quality score:
- Ad copy
- Ad landing pages
- Ad copy display paths
- Keyword changes or additions
“Ideas do not always come in a flash but by diligent trial-and-error experiments that take time and thought.“
Charles K. Kao
Experiments seem to work best for campaigns that receive a higher volume of traffic. We did not have the best experiences when testing out different ad copy due to the quality score resetting. When it comes to text ads, it might be better to upload new ad copy and change the ad rotation. Experiments are great when it comes to testing different settings in high volume or top-performing campaigns.
Experiments are great for testing different settings in high volume campaigns, go ahead and experiment in your campaigns.
You can get loads of more information on how to setup step by step one of our fav blogs PPC Hero