By David Ohm
The Google ‘Experiment’ can be viewed as a safety net for advertisers. Instead of diving head first into new bids, the Google AdWords tool allows you to implement a specific change at any level of the account for a certain percentage of time. Those changes can range from key word additions to bid changes to landing page changes. The Experiment functionality allows you to utilize both a Control (what you had prior to the experiment) and Experimental variable (the change).
An example of that would be having an ad with Landing Page A show 50% of the time, and then a separate ad using Landing Page B the other 50% of the time. You then can segment and utilize that data for optimization purposes. The video focuses on using the tool for bid adjustments: testing bids to see which Max CPC allows for the highest level of efficiency. We start with a bid for a group of keywords (our control), but we think that more clicks can be gained with a lower bid (assuming budget is limited). The tool allows us to see the effects of a lower bid and implement that new bid decrease while ensuring it only applies in half of ad auctions. This mitigates some potential risks like lowered conversion rates and worse ad rank. It’s a more controlled method of testing out new bid adjustments.
Video created by Straight North a PPC Management Agency.
As the PPC Manager for Straight North, David Ohm is responsible for development and management of paid search campaigns, including initial campaign creation, account structuring, keyword research, budget allocation, bid management, ad text development, ad testing, and overall account analysis and strategy.