Want Higher PPC Profits? Try Testing These AdWords Experiments
“We Need to Test Alternative Strategies”
In our digital marketing world, that six-word phrase is essential to PPC profits. If your organization has ever tried to run a successful paid campaign you might, unfortunately, be familiar with how massive of a struggle it can be to know what aspects of your campaigns to test and what AdWords experiments to run so your company can make data-driven decisions that successfully surge traffic, grow brand awareness, but most importantly, increase sales.
Data-driven marketing is the only way to succeed in our current digital landscape. But in order to successfully gather the right data, your organization needs to know exactly how and what to experiment with in AdWords so they can make improvements and innovate for the future.
AdWords campaign experiments allow you to find actionable data that shines a light on how to efficiently improve campaign performance, lower costs, and increase engagement.
In our latest blog, we will explain the difference between drafts and experiments and how your team can put them into place so your business can make data-driven decisions that are certain to complete your customer’s “jobs-to-be-done,” improve website conversions and increase profits.
The Three Steps Towards Testing Success In Google AdWords
- Devise ‘How’ and ‘What’ To Test Based On Your Goals
- Create Focused Drafts & Experiments That Produce Results
- Study the Data & Implement the Strategy That Works
Let’s Get Started with Drafts & Experiments
Has your organization ever wanted to test different PPC strategies or experiment with bid settings on a current AdWords campaign, only to decide not to because they felt it could possibly hurt the best performing campaigns?
Well, you can leave that worry by the wayside with Google’s campaign drafts and experiments. This data harvesting strategy is one of the most efficient avenues to test new concepts and ideas and then compile useful data that your organization can use to attract its true audience.
What is a Campaign Draft?
An AdWords campaign draft will let your organization produce alterations to an existing PPC campaign, and the best part about it, you can implement these changes without it impacting the current campaign’s performance.
When your organization creates a new draft, they’re simply mirroring the running campaign’s setup and allowing your team to make certain changes where they see fit.
Then, after your team has drafted the changes, they will be able to create an experiment to test how those drafted changes stack up against the original campaign.
What is an AdWords Experiment?
Now, once your team has completed your campaign draft they have the choice to convert it into an experiment for further testing before they apply the changes to the original campaign or build a new campaign.
Your team can have multiple drafts for their campaigns. However, it’s best practice only to produce one experiment at a time for each campaign.
AdWords campaign experiments allow you to choose how you want Google to segregate the traffic flow between the existing PPC campaign and your experiment. As they both run, your team can monitor their performance and compare it to the existing campaign.
Deciding How & What to Test in AdWords
The first step is one of the most crucial towards your organization’s success in Google AdWords. Since testing needs to be an ongoing effort for all your PPC campaigns, there needs to be a solid framework put into place so anyone on your team can understand the objectives of each campaign.
Knowing what to test will give your organization the knowledge it needs so your team can prove why particular changes work and disprove the strategies that don’t. This real-world interaction and data ultimately enable your brand, giving it a definitive direction on what changes lead to profitable results.
When you create a new draft, simply copy and paste all the existing settings of your best performing campaigns and test changes that can help exceed your business and marketing goals.
However, since your customers aren’t “one-size-fits-all,” your AdWords experiments can’t be “one-size-fits-all” either. Every customer is different, therefore, every set of goals needs to be catered specifically to those audiences.
Once your team can confidently answer these four customer-centric questions you’ll be closer to identifying the campaign aspects that your organization should test.
- What are your customer’s trying to know?
- Where are your customer’s trying to go?
- What are your customer’s trying to do?
- What are your customer’s trying to buy?
One of the most important factors for your organization to decide is choosing the “highest-value” outcomes that will impact your customer’s lives the most. With AdWords, you can only test so much, so your marketing team needs to focus on big-picture elements.
Your team must devise a roadmap for every campaign you want to test. A helpful tip, create theories around the performance differences you could see or want to see before the experiment runs.
We’d recommend that your team decides to experiment with major aspects of your campaigns because you’ll see more impactful results.
Think about what Dr. Seuss said, “the more you read, the more you’ll know, the more you know, the more places you’ll go.” AdWords experiments are identical in theme. The more you test, the better your organization will get at knowing what tests have the most substantial impact on PPC performance.
However, with so many aspects of a campaign how can you be sure what to test?
Aspects to Test in Drafts & Experiments:
- Automated Bidding (Smart Bidding)
- Target CPA
- Structural Campaign Settings
- Ad Extensions
- Device Settings
- Location/Geo Settings
- Ad Copy
- Keyword Selection
- Landing Page Content & Experience
PPC innovation comes from a deep understanding of the job your customer is trying to get done, and then accomplishing it for them as quickly and efficiently as possible.
Campaign drafts and experiments allow you to seamlessly take an existing campaign, make changes, easily measure the results, then apply the changes that positively impact your campaign. However, the most important factor is how these experiments can positively impact your customer's life.
Create Results-Driven AdWords Experiments
Digital marketing is in a perpetual state of evolution, and that’s why it’s essential to constantly experiment and test your AdWords campaigns to better reach your consumers.
However, because of the ever-evolving state of search engines and digital marketing, it’s a best practice that your organization only focuses on one experiment at a time.
Say, for example, you decide to test target CPA for your campaign, but your team also makes changes to the headline of your copy to focus on a particular sale you’re having. Clicks and conversions increase by 10%, but because you changed both aspects you don’t know which alteration attributed to the positive ROI. Was it the CPA targeting or was it the content change?
We’d recommend first trying out new bidding strategies. Experiment, then gather some data on how each campaign change affects performance, then move onto testing the next aspect of your campaign.
When your team creates separate experiments for separate variables, your organization can predict the performance of each variable eventually and have a framework put in place for your future drafts and experiments.
Never Make Changes While Your AdWords Experiments Are Running
Try to avoid making any changes to a campaign and an experiment while it’s running. It will more than likely alter the results you’re seeing. If your team isn’t careful and organized with any changes they’ve made, your business will most likely see an error on the data you’re gathering. If your team must make changes, then mirror them across the original campaign and your experiment so that you can trust the data from your experiment.
By using all of the tools available, including campaign drafts and experiments in AdWords, your organization will be able to understand whether proposed changes to your PPC campaigns will help improve its performance.
Important Testing Aspects to Know About AdWords Experiments:
- Experiments are only available for Google Search & Display Network Campaigns.
- Only run one experiment per campaign at a time.
- Schedule the experiment to run in the near future so your ads are approved before the experiment begins.
- Regularly check how each experiment performed.
Now Implement the Experiments That Work
Once you’ve received enough data to make an informed decision on what strategies work, your team needs to continue to build on those findings. This final step of updating your campaigns based on the data is by far one of the most important aspects of an AdWords experiment.
Your company isn’t performing these experiments just for fun. They’re strategic attempts to complete your customers “jobs-to-be-done” better while increasing your organization’s website conversions and profits.
Please, whatever you do, don’t commit the cardinal sin of spending precious time and money gathering data and then decide not to take action. If your team runs experiments and notices even the smallest amount of success, make sure they commit to the changes once the experiment has finished.
Data-Points to Watch Closely:
- Click-Through Rate (CTR)
- Cost-Per-Click (CPC)
- Average CPC
- Conversion Rate
- Cost Per Conversion
If your experiment is successful your organization should:
- Apply the experiment to the original campaign.
- Pause your existing campaign and convert your experiment to a new campaign with identical dates and budget.
If your experiment is unsuccessful your organization should:
Change the dates and end the experiment with no change to your existing campaign.
It’s vital to understand that your team needs to give the experiment some time to run in order for your business to gather enough data to come to a strategic conclusion.
Keep In-Depth Records of Your AdWords Experiments
As your team continues to experiment with campaign performance they need to take note of what aspects produce better performance and what aspects don’t, so future testing runs like a well-oiled machine.
Try staying organized by strategically naming your experiments in AdWords. If your team is old school, a simple Excel spreadsheet or Google Sheet that tracks progress across any number of tests would work as well. The way you track it isn’t important, but what is, is that you’re tracking performance.
As your team experiments with their PPC campaigns, take full advantage of AdWords campaign drafts and experiments to stay organized and consistent. Your organization is testing to see better performance, and no test is complete without an executed change in a real-world campaign.
To Sum Up Drafts & Experiments in AdWords
If your business is in need of increasing PPC conversions or generating more leads online, focus on the well-being of your customers by producing drafts and experiments on your AdWords campaigns.
In the end, the purpose of any PPC campaign is to improve your customer’s life and complete their “jobs-to-be-done,” and with the right experiments put in place, your team can be certain your digital marketing content is adding value to their lives and solving their pain points.
If your organization is still shaking its head over marketing goals and Adwords objectives, and what strategies your company should implement to increase brand awareness and maximize profits, reach out to one of ClickScore’s AdWords Specialists or simply connect to ClickScore for your free Google AdWords report.
A minute of your time could improve user experience and save you thousands in ROI.