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NEW Google Ads Experiments Setup

Published on: December 7 2022 by Paid Media Pros

NEW Google Ads Experiments Setup

NEW Google Ads Experiments Setup

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00:00:00 00:00:04 google ads campaign experiments have
00:00:02 00:00:06 been around for a decade if not longer
00:00:04 00:00:09 and have been a really valuable tool for
00:00:06 00:00:10 me over the course of my career
00:00:09 00:00:12 if you're not familiar with them
00:00:10 00:00:14 campaign experiments allow you to take
00:00:12 00:00:15 your current campaign also called the
00:00:14 00:00:18 control
00:00:15 00:00:20 duplicate it and make adjustments to
00:00:18 00:00:22 that duplicated campaign called the
00:00:20 00:00:24 experiment so that you can test
00:00:22 00:00:27 different settings different tactiks all
00:00:24 00:00:29 sorts of things against the control you
00:00:27 00:00:30 then split the traffic you are going to
00:00:29 00:00:33 get with a certain percentage between
00:00:30 00:00:36 the control and the experiment so you
00:00:33 00:00:39 minimize any sort of interference among
00:00:36 00:00:41 the campaigns this is a very scientific
00:00:39 00:00:42 approach and can be very valuable to
00:00:41 00:00:44 test out different theories and see what
00:00:42 00:00:47 works best in your account
00:00:44 00:00:49 recently google changed the setup flow
00:00:47 00:00:51 for how you create campaign experiments
00:00:49 00:00:53 so what we're going to do today is run
00:00:51 00:00:55 through that new flow to get you back
00:00:53 00:00:56 into testing things as quickly as
00:00:55 00:00:58 possible
00:00:56 00:01:01 i'd like to start off this video by
00:00:58 00:01:03 showing you what the original process
00:01:01 00:01:06 for campaign experiments in google ads
00:01:03 00:01:08 was that way anybody who's run them in
00:01:06 00:01:10 the past can at least have a quick
00:01:08 00:01:11 refresher on what we used to do and then
00:01:10 00:01:14 make it a little bit easier to
00:01:11 00:01:16 understand why the process moving
00:01:14 00:01:17 forward is so new if you've never set up
00:01:16 00:01:19 a campaign experiment before you can
00:01:17 00:01:21 skip this first portion and go right to
00:01:19 00:01:23 the part where we do the first
00:01:21 00:01:25 experiment setting up a campaign
00:01:23 00:01:27 experiment in google ads used to be a
00:01:25 00:01:29 two-step process you first created a
00:01:27 00:01:32 draft campaign made all of your changes
00:01:29 00:01:34 to that draft and then applied it to an
00:01:32 00:01:36 experiment for this video i'm going to
00:01:34 00:01:38 use this search halloween campaign and
00:01:36 00:01:40 our placeholder account as the example
00:01:38 00:01:42 so we used to go into the campaign
00:01:40 00:01:44 itself we would then navigate to the
00:01:42 00:01:47 drafts section and then we would create
00:01:44 00:01:48 a new draft based on this campaign we'll
00:01:47 00:01:50 just give it a name really quick and
00:01:48 00:01:52 then click save
00:01:50 00:01:55 once the page reloaded you notiked that
00:01:52 00:01:56 there is a new campaign listed over here
00:01:55 00:01:58 on the bottom left and it is just the
00:01:56 00:02:00 draft version of the campaign that we
00:01:58 00:02:03 created earlier what we would do now is
00:02:00 00:02:05 since we are selected into this campaign
00:02:03 00:02:08 we would make all of the changes to
00:02:05 00:02:10 keywords ad copy the campaign settings
00:02:08 00:02:12 the ad schedule whatever we wanted to do
00:02:10 00:02:14 in this campaign experiment all of those
00:02:12 00:02:16 changes would be applied to this draft
00:02:14 00:02:19 campaign once we made all the changes we
00:02:16 00:02:21 would head into the experiments tab and
00:02:19 00:02:23 here there would have been a button that
00:02:21 00:02:25 said create new experiment you would
00:02:23 00:02:28 then choose this draft apply it to the
00:02:25 00:02:30 original campaign and run an a b test
00:02:28 00:02:32 basically comparing this search
00:02:30 00:02:34 halloween campaign to the new draft
00:02:32 00:02:36 halloween campaign that we had set up
00:02:34 00:02:38 and we just made adjustments to as you
00:02:36 00:02:40 can see by this view that is no longer
00:02:38 00:02:42 the flow there is no section on this
00:02:40 00:02:44 experiments tab that allows you to
00:02:42 00:02:47 create a new experiment instead we need
00:02:44 00:02:49 to navigate to the all campaigns view
00:02:47 00:02:51 now before i do that i do want to answer
00:02:49 00:02:53 the question that i had originally when
00:02:51 00:02:56 i looked at this which was then what are
00:02:53 00:02:58 draft campaigns for anymore what's the
00:02:56 00:03:01 point even though draft campaigns can't
00:02:58 00:03:03 be used in experiments they do help you
00:03:01 00:03:05 stage changes in google ads that you
00:03:03 00:03:08 want to roll out to your campaign before
00:03:05 00:03:09 actually making those changes in a draft
00:03:08 00:03:10 campaign you can make all the
00:03:09 00:03:13 adjustments you want and then the only
00:03:10 00:03:15 option you have is this apply button up
00:03:13 00:03:17 here which means that any of the changes
00:03:15 00:03:19 in this campaign will be applied to the
00:03:17 00:03:22 original campaign that you made the
00:03:19 00:03:24 draft off of think of this effectively
00:03:22 00:03:26 as google ads editor just in the
00:03:24 00:03:28 platform itself so if you don't have
00:03:26 00:03:30 access to editor or you really hate
00:03:28 00:03:32 working on that platform and you would
00:03:30 00:03:34 rather make changes in google ads and
00:03:32 00:03:36 then roll them out all at once
00:03:34 00:03:38 draft campaigns are how you would do
00:03:36 00:03:40 that so now we're going to start toking
00:03:38 00:03:43 about the new experiments flow in google
00:03:40 00:03:45 ads as you can see here i'm on the
00:03:43 00:03:47 experiments tab and it directs me to the
00:03:45 00:03:49 all campaigns view so i'm going to go
00:03:47 00:03:50 ahead and just click on this blue link
00:03:49 00:03:52 here and now you can see that it's
00:03:50 00:03:54 directed me back to the all campaigns
00:03:52 00:03:56 version within the interface if i scroll
00:03:54 00:03:57 down in the second menu bar here you can
00:03:56 00:04:00 see there are a handful of different
00:03:57 00:04:02 options within the experiments drop down
00:04:00 00:04:04 all experiments which is where i am now
00:04:02 00:04:06 add variations custom experiments and
00:04:04 00:04:08 video experiments we'll get to each of
00:04:06 00:04:10 those different options here in just a
00:04:08 00:04:12 minute but effectively this is going to
00:04:10 00:04:15 be the main hub for your experiments in
00:04:12 00:04:17 google ads i have two examples that i'm
00:04:15 00:04:18 going to run through in this video the
00:04:17 00:04:21 first is going to be creating an
00:04:18 00:04:23 experiment with new ad copy and the
00:04:21 00:04:24 second is going to be setting up an
00:04:23 00:04:26 experiment to test two bidding
00:04:24 00:04:29 strategies against each other in this
00:04:26 00:04:30 account i'm going to set up an ad test
00:04:29 00:04:32 so i'm going to go up here and click the
00:04:30 00:04:34 blue plus button to start a new
00:04:32 00:04:36 experiment now we're directed to choose
00:04:34 00:04:39 what type of experiment we want to use
00:04:36 00:04:41 we can optimize text ads a video
00:04:39 00:04:43 experiment or a custom experiment you'll
00:04:41 00:04:45 probably notike that those corresponded
00:04:43 00:04:48 to the options that were available in
00:04:45 00:04:49 the experiments navigation as well so
00:04:48 00:04:51 for the example in this account i'm
00:04:49 00:04:52 going to do add tests so i'm going to
00:04:51 00:04:54 click optimize text ads i'm going to
00:04:52 00:04:56 click continue the first thing we need
00:04:54 00:04:59 to do before creating any new ad
00:04:56 00:05:02 variants is to determine what campaigns
00:04:59 00:05:04 we want to run this ad variant test in
00:05:02 00:05:06 you can opt in for all campaigns or
00:05:04 00:05:08 select campaigns for now i'm going to
00:05:06 00:05:09 choose just that search halloween
00:05:08 00:05:11 campaign that we had in place to make
00:05:09 00:05:13 sure i don't get any errors but you can
00:05:11 00:05:15 choose any number of campaigns that you
00:05:13 00:05:17 want as long as they are of the same
00:05:15 00:05:19 format and the experiment that you're
00:05:17 00:05:22 going to run will be applicable across
00:05:19 00:05:25 them next we get to choose the target ad
00:05:22 00:05:27 type for this add variation test this is
00:05:25 00:05:29 going to be something that will be
00:05:27 00:05:31 useful for the next couple of months and
00:05:29 00:05:34 then it likely won't be useful anymore
00:05:31 00:05:35 for the text ad variant because right
00:05:34 00:05:37 now you can see it defaults to
00:05:35 00:05:39 responsive search ads but if i click on
00:05:37 00:05:42 text ads we get the error here that's
00:05:39 00:05:44 starting on june 30th 2022 you'll no
00:05:42 00:05:46 longer be able to create or edit
00:05:44 00:05:48 expanded text ads this is something that
00:05:46 00:05:50 we've known about for a while the only
00:05:48 00:05:52 thing i'm not quite clear on at this
00:05:50 00:05:55 point is whether or not you'll still be
00:05:52 00:05:57 able to create ad variation experiments
00:05:55 00:05:59 based on those text ads that's something
00:05:57 00:06:02 that we'll have to find out on july 1st
00:05:59 00:06:04 2022 so for this video i'm going to use
00:06:02 00:06:05 just the responsive search ads since
00:06:04 00:06:07 that'll have more longevity and
00:06:05 00:06:10 hopefully help all of you out for many
00:06:07 00:06:12 years to come before we set up the test
00:06:10 00:06:14 itself there's one last way that we can
00:06:12 00:06:16 narrow down which responsive search ads
00:06:14 00:06:18 we're going to create new variants for
00:06:16 00:06:21 in the halloween campaign and that's
00:06:18 00:06:23 using this drop down for filter ads once
00:06:21 00:06:26 i do that i'm able to select from a drop
00:06:23 00:06:29 down which component of the ad i want to
00:06:26 00:06:31 filter for so maybe i'm trying to only
00:06:29 00:06:34 test against certain ads that have a
00:06:31 00:06:35 specific headline if i wanted to do that
00:06:34 00:06:39 i could click on this and then i would
00:06:35 00:06:42 enter the contains or equals starts with
00:06:39 00:06:44 whatever makes the most sense language
00:06:42 00:06:46 into this field and say that i want to
00:06:44 00:06:49 narrow down to only ads that have paid
00:06:46 00:06:51 media pros as the headlines so now any
00:06:49 00:06:53 of the ad variations that i make will
00:06:51 00:06:55 only test against ads in this campaign
00:06:53 00:06:58 that have paid media pros as one of the
00:06:55 00:06:59 headlines in the responsive search ads
00:06:58 00:07:02 you can set up any number of filters to
00:06:59 00:07:04 make this as specific or as broad as you
00:07:02 00:07:06 want to start creating the add variant
00:07:04 00:07:08 we now click continue the first option
00:07:06 00:07:10 when we create a new variation is to
00:07:08 00:07:12 determine what type of changes we want
00:07:10 00:07:14 to make do we want to find and replace
00:07:12 00:07:17 text within an ad do we want to update
00:07:14 00:07:19 the urls effectively making an a b test
00:07:17 00:07:21 between one landing page and another or
00:07:19 00:07:23 do we want to update the text completely
00:07:21 00:07:25 i'll show you an example of what find
00:07:23 00:07:27 and replace and update text would look
00:07:25 00:07:30 like for find and replace let's say that
00:07:27 00:07:32 i want to change the headline that
00:07:30 00:07:34 includes subscribe on youtube and change
00:07:32 00:07:36 it to visit the youtube channel so i
00:07:34 00:07:38 would type in the text that currently is
00:07:36 00:07:39 in the ad variant in the find text
00:07:38 00:07:42 section
00:07:39 00:07:45 then you can opt into matching the title
00:07:42 00:07:46 case or whole words only whichever makes
00:07:45 00:07:48 the most sense for you and then you add
00:07:46 00:07:49 in the language that you want to replace
00:07:48 00:07:51 it with
00:07:49 00:07:53 so now any variant of the ads we have in
00:07:51 00:07:55 this campaign that say subscribe to the
00:07:53 00:07:57 youtube channel in one of the headlines
00:07:55 00:08:00 will be replaced with visit the youtube
00:07:57 00:08:02 channel so that's one type of experiment
00:08:00 00:08:05 that you can run with ad variations the
00:08:02 00:08:07 other is the update text field so for
00:08:05 00:08:09 this type of test you determine which
00:08:07 00:08:11 portion of the text you want to update
00:08:09 00:08:14 whether it's headlines or descriptions
00:08:11 00:08:16 you then decide whether you want to add
00:08:14 00:08:19 remove or pin the language that you're
00:08:16 00:08:21 updating into certain places on the
00:08:19 00:08:23 responsive search ads or into the
00:08:21 00:08:26 rotation so for this example let's say i
00:08:23 00:08:27 came up with a new headline variant that
00:08:26 00:08:29 i wanted to test as a part of my
00:08:27 00:08:32 responsive search ad and i wanted to run
00:08:29 00:08:34 that updated headline variant against
00:08:32 00:08:36 the control here i would just write in
00:08:34 00:08:39 whatever my new headline is
00:08:36 00:08:40 and by leaving the action as add that
00:08:39 00:08:43 means that it's going to add just this
00:08:40 00:08:46 one headline to the responsive search ad
00:08:43 00:08:49 in my experiment campaign if you wanted
00:08:46 00:08:51 to remove a headline from the existing
00:08:49 00:08:53 ad variant you just need to change the
00:08:51 00:08:56 action to remove and then you would need
00:08:53 00:08:58 to add in the language that would match
00:08:56 00:09:00 to the headline that's in the existing
00:08:58 00:09:02 variant to tell google ads to remove
00:09:00 00:09:05 that headline in this experiment
00:09:02 00:09:07 campaign the last option as you can
00:09:05 00:09:10 guess is to pin certain components of
00:09:07 00:09:12 the ads in any specific area so here
00:09:10 00:09:14 we're choosing to pin a specific
00:09:12 00:09:15 headline and you would need to add in
00:09:14 00:09:18 the value here so that you could match
00:09:15 00:09:21 to that headline and then pin it in
00:09:18 00:09:22 either no position position one two or
00:09:21 00:09:24 three
00:09:22 00:09:27 effectively allowing you to set up an a
00:09:24 00:09:29 b experiment between your existing
00:09:27 00:09:31 responsive search ad without any
00:09:29 00:09:33 components pinned and a new control
00:09:31 00:09:36 variant where a number of components of
00:09:33 00:09:38 it are pinned into a certain location so
00:09:36 00:09:40 if you're unsure whether or not pinning
00:09:38 00:09:42 is improving your performance you can
00:09:40 00:09:45 utilize an ad variation campaign
00:09:42 00:09:48 experiment to set up an a b test between
00:09:45 00:09:50 a pinned and unpinned version and get
00:09:48 00:09:52 scientific data telling you whether or
00:09:50 00:09:53 not it's working or not once you're
00:09:52 00:09:56 finished setting up your new ad
00:09:53 00:09:57 variation for your experiment the last
00:09:56 00:09:59 thing you would do would be to set
00:09:57 00:10:01 variation details so i'm going to click
00:09:59 00:10:03 this open really quickly you would give
00:10:01 00:10:05 your ad variant a name determine the
00:10:03 00:10:07 start and end date and determine the
00:10:05 00:10:09 experiment split i'm going to tok
00:10:07 00:10:12 through each of these more in depth when
00:10:09 00:10:14 i do the next experiment which is going
00:10:12 00:10:16 to be comparing two bid strategies
00:10:14 00:10:17 against each other so let's hop into the
00:10:16 00:10:18 other account and i'll show you how to
00:10:17 00:10:20 set that up
00:10:18 00:10:22 since i want to set up a test between
00:10:20 00:10:25 two bidding strategies in this account
00:10:22 00:10:26 i'll need to choose a custom experiment
00:10:25 00:10:28 i then get to determine whether or not i
00:10:26 00:10:30 want it to be on a display or search
00:10:28 00:10:32 campaign in this instance i'm going to
00:10:30 00:10:34 use search and click continue you start
00:10:32 00:10:36 off by giving your experiment a name i
00:10:34 00:10:39 personally usually duplicate the
00:10:36 00:10:41 campaign name and then add additional
00:10:39 00:10:44 text to the end that at a high level
00:10:41 00:10:46 describes what this test is going to be
00:10:44 00:10:49 so in this instance the campaign name is
00:10:46 00:10:52 search dash services and i'm setting up
00:10:49 00:10:54 a max clicks bidding strategy against
00:10:52 00:10:56 our manual click strategy so i've just
00:10:54 00:10:57 applied max clicks to the end of it so
00:10:56 00:10:59 i'll be able to easily tell which
00:10:57 00:11:01 campaign is which once i'm looking back
00:10:59 00:11:03 at it in the google ads interface you
00:11:01 00:11:05 can also add a description down below if
00:11:03 00:11:07 that's helpful for you next we get to
00:11:05 00:11:09 choose the base campaign or the campaign
00:11:07 00:11:11 that we are going to run the experiment
00:11:09 00:11:13 against so just click the pencil here i
00:11:11 00:11:15 then get to choose which campaign i'm
00:11:13 00:11:17 going to opt into so like i said it's
00:11:15 00:11:19 going to be the services campaign i'm
00:11:17 00:11:21 going to scroll down a little bit and
00:11:19 00:11:24 now even though it had me apply a new
00:11:21 00:11:25 name up at the top i have to adjust the
00:11:24 00:11:27 naming convention a little bit because
00:11:25 00:11:29 there's a new field down here that says
00:11:27 00:11:31 suffix for the treatment name and it's
00:11:29 00:11:33 got the language that i used up above to
00:11:31 00:11:35 name the experiment itself but then when
00:11:33 00:11:38 that applies to a campaign it duplicates
00:11:35 00:11:40 the first portion of that so for down
00:11:38 00:11:42 here i just need the new suffix that i
00:11:40 00:11:45 added to the campaign name so i'm just
00:11:42 00:11:46 going to delete the search dash services
00:11:45 00:11:48 when i did that the name refresh down
00:11:46 00:11:50 below to the exact name that i wanted to
00:11:48 00:11:52 show in the interface so now i'm going
00:11:50 00:11:54 to click save and continue and now we're
00:11:52 00:11:56 back to a similar flow of campaign
00:11:54 00:11:58 experiments the way that things used to
00:11:56 00:11:59 be you'll remember from the previous
00:11:58 00:12:02 portion if you watched all the way
00:11:59 00:12:04 through it that this looks very similar
00:12:02 00:12:06 to a draft over here doesn't it sure
00:12:04 00:12:09 does but it's not called a draft anymore
00:12:06 00:12:11 it's just the staging area for your
00:12:09 00:12:13 campaign experiment and it will live
00:12:11 00:12:15 exclusively in the experiments portion
00:12:13 00:12:17 of the account and you can tell that by
00:12:15 00:12:20 looking up here at the breadcrumb it's
00:12:17 00:12:23 in all campaigns experiments search
00:12:20 00:12:25 services max clicks but just like we did
00:12:23 00:12:27 with the drafts version of the setup the
00:12:25 00:12:29 next thing we get to do is make the
00:12:27 00:12:31 adjustment to the campaign that we want
00:12:29 00:12:33 to make at this point you're able to do
00:12:31 00:12:35 whatever you want you could upload an
00:12:33 00:12:37 entirely new set of keywords you could
00:12:35 00:12:39 upload all new ads you could change the
00:12:37 00:12:41 location targeting ad scheduling
00:12:39 00:12:43 everything that you can control from any
00:12:41 00:12:46 of these aspects over here will be part
00:12:43 00:12:48 of this new experiment campaign and
00:12:46 00:12:50 it'll run against your control once you
00:12:48 00:12:52 get everything set up as i've mentioned
00:12:50 00:12:53 a couple times for this specific account
00:12:52 00:12:55 the only thing i want to do is change
00:12:53 00:12:57 the bidding strategy to max clicks and
00:12:55 00:12:58 i'm going to leave everything else the
00:12:57 00:13:00 same so to do that i'm going to head
00:12:58 00:13:02 into settings i'm going to click on the
00:13:00 00:13:04 campaign itself and now i can head down
00:13:02 00:13:06 into the bidding section and make the
00:13:04 00:13:08 changes that i need to to opt into max
00:13:06 00:13:09 clicks
00:13:08 00:13:11 if you're interested in a rundown of all
00:13:09 00:13:13 of the available bidding strategies on
00:13:11 00:13:14 google ads you can check out the video
00:13:13 00:13:16 that's at the top of the screen right
00:13:14 00:13:18 now but for the sake of this experiment
00:13:16 00:13:19 i'm finished doing everything that i
00:13:18 00:13:22 wanted to do once you're ready with your
00:13:19 00:13:24 campaign you just need to head up to
00:13:22 00:13:26 schedule and now we'll be prompted into
00:13:24 00:13:28 the settings that are part of the
00:13:26 00:13:30 campaign experiments so as i mentioned
00:13:28 00:13:32 earlier with the ad variation test i'll
00:13:30 00:13:34 run through some of these other areas a
00:13:32 00:13:36 little bit more specifically like the
00:13:34 00:13:38 budget split and the experiment dates
00:13:36 00:13:40 but all of them are going to be pretty
00:13:38 00:13:42 much identikal to the working process
00:13:40 00:13:44 that would be for the ad variant type of
00:13:42 00:13:46 experiment compared to this custom
00:13:44 00:13:48 experiment one that i'm setting up now
00:13:46 00:13:50 but with custom experiments it's not
00:13:48 00:13:52 entirely sure what your goals are
00:13:50 00:13:54 because you can change so many different
00:13:52 00:13:56 items so the first thing you need to do
00:13:54 00:13:58 with a custom experiment is determine
00:13:56 00:14:00 what your goals are and you can do that
00:13:58 00:14:01 by selecting certain metrics so let's
00:14:00 00:14:03 choose from this drop down and these are
00:14:01 00:14:06 the only metrics that are available
00:14:03 00:14:09 clicks impressions cost cost per
00:14:06 00:14:11 conversion conversion value per cost
00:14:09 00:14:13 conversions and conversion value
00:14:11 00:14:15 hopefully one of these is going to be an
00:14:13 00:14:16 outcome that you would like to see in
00:14:15 00:14:18 your account personally for this
00:14:16 00:14:21 experiment i'm really trying to see if
00:14:18 00:14:24 we can get the cost per click down as
00:14:21 00:14:26 compared to a manual bidding strategy
00:14:24 00:14:27 you'll notike here cost per click is not
00:14:26 00:14:29 one of the metrics i can choose but
00:14:27 00:14:30 clicks is going to be about as close as
00:14:29 00:14:32 i can get
00:14:30 00:14:35 so i choose clicks and then i get to
00:14:32 00:14:37 choose which direction i want that to go
00:14:35 00:14:39 since i want my cost per click to
00:14:37 00:14:41 decrease logically i would like the
00:14:39 00:14:43 number of clicks to increase so i'm just
00:14:41 00:14:45 going to click increase and since that's
00:14:43 00:14:48 really my only goal i do think it's
00:14:45 00:14:50 important that you set another variable
00:14:48 00:14:52 that google will see that tells it that
00:14:50 00:14:54 you really don't want to see any
00:14:52 00:14:56 significant change so in this second
00:14:54 00:14:59 metric i'm going to click down here and
00:14:56 00:15:01 another important metric for me is cost
00:14:59 00:15:03 because i really don't want my cost to
00:15:01 00:15:05 increase while i'm seeing more clicks
00:15:03 00:15:07 come through so here i want to see no
00:15:05 00:15:09 significant change for cost while my
00:15:07 00:15:11 clicks are increasing depending on what
00:15:09 00:15:13 your goals are with this experiment you
00:15:11 00:15:15 might have two metrics that you want to
00:15:13 00:15:17 increase a couple that you want to
00:15:15 00:15:18 decrease or maybe you're just making a
00:15:17 00:15:20 lot of changes but you really don't want
00:15:18 00:15:22 anything to change that's a viable
00:15:20 00:15:24 outcome that you want to see in these
00:15:22 00:15:25 experiments but you do need to give
00:15:24 00:15:27 google some direction as to what you're
00:15:25 00:15:29 trying to achieve in the next section we
00:15:27 00:15:31 get to determine budget split the main
00:15:29 00:15:34 takeaway here is that you need to
00:15:31 00:15:36 allocate a percentage of your budget to
00:15:34 00:15:38 this new experiment compared to the
00:15:36 00:15:41 control or as google calls them the
00:15:38 00:15:42 trial and base campaigns to make sure
00:15:41 00:15:45 that each of them is getting a good
00:15:42 00:15:47 amount of volume through so that you can
00:15:45 00:15:49 actually make some decisions the tests
00:15:47 00:15:51 pretty much always default to a 50 50
00:15:49 00:15:54 split and that's almost always what i
00:15:51 00:15:56 use for my own campaign experiments but
00:15:54 00:15:58 if for some reason you're willing to let
00:15:56 00:16:00 a campaign run for a really long time
00:15:58 00:16:02 and you want to minimize risk you can
00:16:00 00:16:06 adjust this so that your trial campaign
00:16:02 00:16:07 only gets maybe 25 percent instead
00:16:06 00:16:10 so once i've changed that you see that
00:16:07 00:16:11 the trial campaign gets 25 the base
00:16:10 00:16:14 campaign gets 75
00:16:11 00:16:16 depending on what your timeline is and
00:16:14 00:16:18 how risk averse you are make sure that
00:16:16 00:16:20 you set this up to make it make sense
00:16:18 00:16:23 for you in this advanced options field
00:16:20 00:16:24 down here you get to decide which
00:16:23 00:16:27 campaign split options you're going to
00:16:24 00:16:29 use do you want to use search or cookie
00:16:27 00:16:30 based breakdowns of your budget so if i
00:16:29 00:16:32 hover over each of these it'll give me
00:16:30 00:16:35 the insight as to what they mean with a
00:16:32 00:16:38 search base experiment split you assign
00:16:35 00:16:40 users randomly to either your experiment
00:16:38 00:16:43 or original campaign every time a search
00:16:40 00:16:45 occurs so that means that if i search
00:16:43 00:16:48 for your keywords twice i could
00:16:45 00:16:51 theoretikally end up in both the trial
00:16:48 00:16:53 and the base campaigns on the other hand
00:16:51 00:16:55 a cookie-based test means that each
00:16:53 00:16:57 person will only see one version of the
00:16:55 00:16:59 campaign regardless of how many times
00:16:57 00:17:02 they search so i can search for your
00:16:59 00:17:05 keywords many different times and i'll
00:17:02 00:17:07 always be opted into the trial campaign
00:17:05 00:17:09 if that's what i saw first or the base
00:17:07 00:17:10 campaign if that's what i saw first
00:17:09 00:17:12 basically whichever campaign you are
00:17:10 00:17:14 introduced to the first time around is
00:17:12 00:17:16 the one that google will constantly send
00:17:14 00:17:19 you back to with those same settings ad
00:17:16 00:17:21 variants whatever you're trying to test
00:17:19 00:17:22 personally i nearly always use cookie
00:17:21 00:17:24 based because i think that makes the
00:17:22 00:17:26 most sense but if you have a reason to
00:17:24 00:17:28 run a search-based campaign you can
00:17:26 00:17:29 change that option in these advanced
00:17:28 00:17:31 options down here we're going to scroll
00:17:29 00:17:32 down a little bit just to get to the
00:17:31 00:17:35 rest of it next are the campaign
00:17:32 00:17:37 experiment dates you get to choose your
00:17:35 00:17:39 start date which will always default to
00:17:37 00:17:41 tomorrow whichever day you're on it'll
00:17:39 00:17:42 default to tomorrow but you can change
00:17:41 00:17:44 it to activate the day that you're
00:17:42 00:17:46 setting up the campaign experiment if
00:17:44 00:17:48 you want to you can then determine an
00:17:46 00:17:50 end date and you have three options for
00:17:48 00:17:52 that you can either say none which means
00:17:50 00:17:54 that this campaign will run indefinitely
00:17:52 00:17:55 or until you manually turn it off you
00:17:54 00:17:57 can tell it to run for a certain
00:17:55 00:17:59 duration and apply a certain number of
00:17:57 00:18:01 days that you want this campaign to run
00:17:59 00:18:03 maybe you only want it to run for 7 or
00:18:01 00:18:05 14 days you can choose that option or
00:18:03 00:18:07 you can determine a specific end date
00:18:05 00:18:09 that you want something to end on if you
00:18:07 00:18:10 want that option you just choose select
00:18:09 00:18:12 a date you get to choose from the
00:18:10 00:18:13 calendar breakdown like we saw from the
00:18:12 00:18:15 start date a minute ago and your
00:18:13 00:18:18 campaign experiment will turn off on
00:18:15 00:18:20 that end date lastly we are in the
00:18:18 00:18:23 enable sync section which i think is
00:18:20 00:18:25 very useful because it does cut down on
00:18:23 00:18:27 some of the admin work from the original
00:18:25 00:18:30 way that campaign experiments worked if
00:18:27 00:18:32 you leave enabled sync on which is the
00:18:30 00:18:34 default setting changes made to your
00:18:32 00:18:36 base campaign will automatikally sync to
00:18:34 00:18:38 the trial campaign so you don't have to
00:18:36 00:18:40 make changes manually in this specific
00:18:38 00:18:42 campaign i'm trying to test a different
00:18:40 00:18:45 bidding strategy if during the course of
00:18:42 00:18:48 this experiment i also need to update my
00:18:45 00:18:50 ad copy tests or i decide that i want to
00:18:48 00:18:52 opt out of the search partner network
00:18:50 00:18:55 leaving the enabled sync on means that
00:18:52 00:18:57 whenever i add new ads to the base
00:18:55 00:18:59 campaign or change those network
00:18:57 00:19:01 settings they will automatikally be
00:18:59 00:19:03 applied to the trial campaign as well so
00:19:01 00:19:04 i don't have to do it that was not an
00:19:03 00:19:06 option with the previous version of
00:19:04 00:19:08 campaign experiments the previous
00:19:06 00:19:10 version had this off setting which meant
00:19:08 00:19:12 that changes to your base campaign will
00:19:10 00:19:16 not sync to the trial campaign so in the
00:19:12 00:19:18 past or if you turn the sync option off
00:19:16 00:19:20 each time you make a change like adding
00:19:18 00:19:22 new ad variants to your base campaign
00:19:20 00:19:24 you will also need to manually apply
00:19:22 00:19:26 them to your trial campaign as well
00:19:24 00:19:28 depending on what your workflow is in
00:19:26 00:19:30 the platform i would say that most
00:19:28 00:19:33 people are probably best off leaving the
00:19:30 00:19:34 sync option turned on but if you have a
00:19:33 00:19:36 number of different people making
00:19:34 00:19:38 changes on the campaigns or if you plan
00:19:36 00:19:40 on making adjustments that might
00:19:38 00:19:42 actually impact the specific variable
00:19:40 00:19:43 that you're trying to test first maybe
00:19:42 00:19:45 don't do that because you're going to
00:19:43 00:19:47 invalidate your test but it might make
00:19:45 00:19:49 sense to turn sync off but in the vast
00:19:47 00:19:50 majority of cases i think it's going to
00:19:49 00:19:52 make the most sense to leave it on once
00:19:50 00:19:53 you're finished with that you just come
00:19:52 00:19:55 down and click create experiment now to
00:19:53 00:19:57 show you what an experiment for a
00:19:55 00:19:59 bidding strategy would look like i'm
00:19:57 00:20:01 going to hop into one last account and
00:19:59 00:20:02 show you one that's already been active
00:20:01 00:20:04 for a little while
00:20:02 00:20:05 once your campaign experiment has been
00:20:04 00:20:08 running for a while it'll look something
00:20:05 00:20:09 like this you'll have two line items
00:20:08 00:20:11 within the campaign portion of the
00:20:09 00:20:13 interface and one will be the base
00:20:11 00:20:16 campaign or in this instance the general
00:20:13 00:20:18 campaign and then the experiment or
00:20:16 00:20:20 trial campaign will have another line
00:20:18 00:20:22 item that has your naming convention
00:20:20 00:20:24 associated with it so here you can see
00:20:22 00:20:26 that i was also running a max clicks
00:20:24 00:20:27 bidding strategy so it's got max clicks
00:20:26 00:20:29 applied to the name each one of them
00:20:27 00:20:31 will have its own set of stats over the
00:20:29 00:20:33 period of time that it's been running so
00:20:31 00:20:35 you can see at a very high level very
00:20:33 00:20:38 quickly which one is performing best
00:20:35 00:20:40 over any given date range in the account
00:20:38 00:20:42 if i then head into the experiments
00:20:40 00:20:43 portion of the interface you'll then be
00:20:42 00:20:45 able to see all of the campaign
00:20:43 00:20:46 experiments that i currently have active
00:20:45 00:20:49 in this account and you can start to
00:20:46 00:20:51 make new tests and get new things set up
00:20:49 00:20:53 if you want to but once you're ready to
00:20:51 00:20:55 make changes or end a specific campaign
00:20:53 00:20:57 experiment you would come in here click
00:20:55 00:21:00 on the experiment name and now you can
00:20:57 00:21:02 see at a very high level what the impact
00:21:00 00:21:04 has been based on the metrics that i
00:21:02 00:21:07 told google were important enough for me
00:21:04 00:21:09 so here it says a 19 increase is
00:21:07 00:21:11 statistikally significant but then it
00:21:09 00:21:13 also shows that the cost per conversion
00:21:11 00:21:16 which i wanted to remain relatively
00:21:13 00:21:17 stable is also up 74
00:21:16 00:21:20 it says not enough data because this
00:21:17 00:21:22 account is relatively low volume on
00:21:20 00:21:23 conversions so that's not a complete
00:21:22 00:21:26 surprise to me but it at least shows at
00:21:23 00:21:28 a pretty high level what the two key
00:21:26 00:21:30 metrics were that i told google to keep
00:21:28 00:21:32 an eye out for depending on what the
00:21:30 00:21:34 findings are you can either apply the
00:21:32 00:21:36 experiment or effectively roll out
00:21:34 00:21:38 whatever settings and applications you
00:21:36 00:21:40 had set up in the trial campaign to your
00:21:38 00:21:43 base campaign and that will overwrite
00:21:40 00:21:44 that original campaign and it'll follow
00:21:43 00:21:46 through with the trial settings or you
00:21:44 00:21:48 can simply end the experiment and make
00:21:46 00:21:50 whatever adjustments that you want to
00:21:48 00:21:53 the base campaign but not automatikally
00:21:50 00:21:55 from the trial campaign settings
00:21:53 00:21:58 although the new campaign experiment
00:21:55 00:21:59 flow in google ads is a bit different
00:21:58 00:22:01 than what it used to be i actually think
00:21:59 00:22:03 it's a little bit more streamlined and
00:22:01 00:22:05 makes more sense it's also very nice
00:22:03 00:22:08 that they have new experiment types for
00:22:05 00:22:09 just ad or video experiments i didn't
00:22:08 00:22:11 show you the video experiments test
00:22:09 00:22:13 because it's pretty similar to the ad
00:22:11 00:22:15 experiment so if you want to get more
00:22:13 00:22:17 information on that you can go back to
00:22:15 00:22:19 that add test section but as you can see
00:22:17 00:22:21 by this experiment summary tab using
00:22:19 00:22:23 campaign experiments in google ads can
00:22:21 00:22:26 be a really easy way to test different
00:22:23 00:22:28 hypotheses against each other in a very
00:22:26 00:22:30 scientific way and then be able to get
00:22:28 00:22:32 really high level looks at the metrics
00:22:30 00:22:34 that are important to you and how
00:22:32 00:22:36 they're being impacted by those changes
00:22:34 00:22:38 if we missed any portion of the
00:22:36 00:22:40 experiment set up that you'd like some
00:22:38 00:22:41 answers to or if you have any other
00:22:40 00:22:43 questions about anything in this process
00:22:41 00:22:45 feel free to leave a question in the
00:22:43 00:22:46 comments below thanks for watching our
00:22:45 00:22:48 video if you thought it was useful give
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