A lot has happened in the world of Google Ads recently. The match type changes, the Responsive Search Ad becomes the default ad type and much more. A change in Drafts & Experiments is another addition to this.
What Is New?
Previously, Drafts and Experiments were used to help advertisers to create campaign drafts and these were tested in experiments. Whether you wish to test a new bidding strategy or any other element of your campaign, this feature was helping to monitor the change before you could apply the change across the whole campaign.
Apart from using these changes to the campaign, drafts were useful to create an experiment. Experiments allowed to track the progress and see how the modifications affect the campaign before implementing them.
But now, Google Ads experiments appears to be getting a new workflow that eliminates the requirement for campaign drafts. Now, we can run tests on experiments in a new experiments page in Google Ads under the “All experiments” section.
Let’s see how to set up experiments step-by-step with Custom Experiment:
How To Set Up Custom Experiments
1. Log in to your Google Ads account. Click on Experiments + All Experiments at the left side panel. Click on the “plus” sign to start creating the experiments
2. Click on custom experiments + choose the campaign type and click on continue
3. You will get to the page where you have to begin the process of setting up the experiments. Write the appropriate experiment name, choose the campaign you want to experiment with and click on save and continue.
Note: Select the campaigns that do not have a shared budget and ensure that any campaign level conversion goals are manually copied over to the sample campaign after it is scheduled.
4. After setting up the experiment, you can make edits to the experiment if required. These changes can be made on the campaign and ad group levels.
5. You can schedule the campaign after making the desired changes. Select experiment goals (up to two) by selecting the metric and increase or decrease those metrics by selecting them in the parallel section.
6. You can split the budget as per the portion of your original campaign’s traffic and budget. Also, you can select either search based split or cookie-based split.
Here are what these advanced options are aim to do:
Search based – With this option, every time a search happens, users get to either see the advertiser’s original campaign or the experiment randomly. Here there is a likelihood of the same user seeing both versions of your campaign. As clear, the aim of this experiment split option is to count the searches.
Cookie-based – With this option, users are assigned to a bucket and get to either see the experiment or the original campaign regardless of how many times they conduct a search. The aim of this experiment split option is to count the users.
7. Mention start and end dates for your experiment after splitting the budget wisely and sync your base and trial campaigns together by enabling synchronisation.
8. Once you create the experiment, it is ready to run on the selected date.