Google is making it easier for advertisers to make multiple changes to their campaigns without implementing or publishing them via new Drafts and Experiments options in AdWords, which will be rolled out during the coming weeks.
Previously, users had to push any changes live while working on them, which was a particularly daunting task for new users and more seasoned marketers alike. A new option called Drafts will enable multiple users to collaborate and create content without publishing their work. Once the draft is acceptable and has been approved, it can then be added to the original campaign or turned into an experiment.
Controlled environment
AdWords product manager Pallavi Naresh explains “Experiments lets you test changes to your campaigns in a controlled environment. Let’s say you want to see how your new mobile bid adjustments perform compared to your original settings. First, create a draft with your new mobile bid adjustments. Then, create an experiment from that draft to test those changes against your current bidding strategy. You decide how much traffic (and budget) to split between your experiment and original campaign, and how long you’d like the experiment to run.”
Experiments has been supported on AdWords for over six years but has been tricky to set up in the past. The latest update will streamline the process, while new metrics enable advertisers to understand exactly how the changes they make will impact upon business goals. For example, measuring an uptick in conversion rates can tell you whether the adjustments you have made to mobile bids are actually leading to a better return on investment.
Monitor results
Google says that marketers can monitor results in two convenient ways; comparing performance with the reporting scorecard and evaluating ad group-level performance for better analytics. The performance scorecard features icons that show whether the experimental changes are lower or higher than the original campaign and whether the differences are of note, while ad group-level metrics often show significant shifts in campaign performance. If you are content with the changes and their impact, you can efficiently apply them to the campaign or convert them into an entirely new one.
