So Google announced the release of a nifty new tool named AdWords Campaign Experiments last month. Unfortunately for the Search Marketers of the UK this tool is only available in open Beta to US advertisers at the minute, but watch this space.
First off, if you haven’t already seen or heard about this, check out the Google Press Release.
The introduction of ACE basically looks to address the issue of inconsistency in before and after testing, and for the first time brings true split testing to PPC campaigns, a privilege usually preserved for channels such as email, display and web site optimisation. Side by side comparisons can now be made about the impact of adding new keywords to their campaigns, changing bids, restructuring content campaigns, effects of different keyword match types and so on. Here’s what it looks like, rather nicely integrated:
Of course advanced ‘PPCers’ may already do their own split tests, but with this tool setup up and analysis of ‘experiments’ will be quicker, easier and provide more statistically sound data. It will also mean that the exposure to risk when running a test is significantly reduced, further helped by the fact that advertisers can control the percentage that the ‘experiment’ is served. Maybe now I won’t be so apprehensive about running a test on an account with a tight budget, and therefore I’ll be able to increase the ROI to really kick start a campaign?
An advantage of this kind of testing is that advertisers no longer need to worry that the increase in CTR or that big dip in conversion rates isn’t just because of the changes they have made to their account. Seasonality, short lived trends, and random variation (to a degree) show now be somewhat inconsequential when running a test. Another great feature is that any statistically significant changes are flagged up automatically, allowing you to act on any finding quickly and with confidence.
OK maybe I am getting a bit carried away with the effects this could have on the day to day running of AdWords accounts. Little over a month on and there aren’t really many rumblings coming out of any successes/failures, which I assume is due to the limited beta status. I for one would really like to hear about how this tool is impacting on performance, and I’m sure Google will be preparing some dazzling stats prior to the tool coming out of Beta.
As a PPC analyst this is either going to be a great help or put me out of a job. Bring on the UK release I say!
Have you got any experience of using ACE? If so it would be great to hear from you.
Of course advanced ‘PPCers’ may already do their own split tests, but with this tool setup up and analysis of ‘experiments’ will be quicker, easier and provide more statistically sound data. It will also mean that the exposure to risk when running a test is significantly reduced, further helped by the fact that advertisers can control the percentage that the ‘experiment’ is served. Maybe now I won’t be so apprehensive about running a test on an account with a tight budget, and therefore I’ll be able to increase the ROI to really kick start a campaign?
An advantage of this kind of testing is that advertisers no longer need to worry that the increase in CTR or that big dip in conversion rates isn’t just because of the changes they have made to their account. Seasonality, short lived trends, and random variation (to a degree) show now be somewhat inconsequential when running a test. Another great feature is that any statistically significant changes are flagged up automatically, allowing you to act on any finding quickly and with confidence.
OK maybe I am getting a bit carried away with the effects this could have on the day to day running of AdWords accounts. Little over a month on and there aren’t really many rumblings coming out of any successes/failures, which I assume is due to the limited beta status. I for one would really like to hear about how this tool is impacting on performance, and I’m sure Google will be preparing some dazzling stats prior to the tool coming out of Beta.
As a PPC analyst this is either going to be a great help or put me out of a job. Bring on the UK release I say!
Have you got any experience of using ACE? If so it would be great to hear from you.