NEW Google Ads Experiments Setup
Published on: December 7 2022 by Paid Media Pros
NEW Google Ads Experiments Setup
Table of Contents
NEW Google Ads Experiments Setup
| startTime | durationTime | text |
| 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 |
| 00:22:46 | 00:22:49 | us a thumbs up below we release a new |
| 00:22:48 | 00:22:51 | video at least once a week so if you |
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