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Google Ads Tutorials: Creating Drafts and Experiments

Google Ads Tutorials: Creating Drafts and Experiments

[playful piano music] woman: Drafts and Experiments let you propose and test changes to your search and display
network campaigns. Drafts lets you prepare multiple changes to a campaign before pushing them live, whereas Experiments help you measure your results to understand the impact of changes before you apply them to a campaign. In this video,
we’ll use Drafts and Experiments to test a manual CPC versus target cost per acquisition, or a target CPA, bid strategy for a search network campaign. By creating a draft, you are mirroring your original campaign setup.>From there, you can make updates
to the draft as you would a normal campaign. Drafts are useful when changes
need to be reviewed before going live, or if you want to push multiple changes out at once. Let’s get started. Either click Drafts & Experiments
from the Page menu, or use the Go To shortcut button to search for Drafts. Click the blue Plus button and select an existing campaign that you’d like
to make a draft of. Now enter the name of your draft and click Save. At this point, you’ve created
a draft campaign, which is an exact mirror of your current live campaign. To open the draft
and begin making changes, click the draft name. For this example, we’ll change the draft campaign’s
bid strategy. You can either apply these changes back to the original campaign, or you can create an experiment from the draft to test how your changes perform against your original campaign. In this case, we want to test how the target CPA bid strategy performs against manual CPC, so we will proceed with creating
an experiment. To create an experiment
that produces clear results, it’s important to focus the test on one change at a time. This is because it’s impossible to isolate the effect of any single variable if a experiment tests
multiple changes at once. Enter a name for your experiment. Your experiment shouldn’t share
the same name as your original campaign or any other experiments in your account. Choose a start and end date,
if you’d like. If you’re testing a bid strategy, allow the experiment
at least four to six weeks to run. This is due to the learning period, in which the system is adjusting
to optimize your bids. If testing ad creatives, keep in mind
that experiment campaigns must go through ad approvals. This can take about a day, so factor this in when scheduling your experiment start date. Additionally, ensure that each creative
that’s being tested is receiving a substantial number
of impressions, or else the results will not
be statistically significant. Specify the percentage of the original campaign’s
traffic and budget that you’d like to allocate
to the experiment. In this example, the experiment
is designed to be 50/50, so 50% of the campaign will use the max CPC bid strategy, and 50% of the campaign will use the target CPA bid strategy. A 50/50 experiment split is always recommended, as this is the fastest way to measure significant results. What type of split option
you decide to use is at your discretion. With the search-based experiment split, each search query is split evenly across the base and experiment campaign. With the cookie-based experiment split, users may only see one version
of your campaign, regardless of how many times
they search. This can help ensure that other factors don’t impact your results and may give you more accurate data. In general, we recommend cookie splits
over search splits, particularly if you use
remarketing lists and a non-last click attribution model. Now, click Save to finish creating
the experiment. After clicking Save, your experiment may take several minutes to hours to create. Avoid making any changes
to your experiment and original campaign
while the experiment is running. If you must make changes, be sure to make the same changes to both the original
and experiment campaign. Once your experiment has been running
for at least one day, you’ll see your performance scorecard populate at the top of your experiment. This scorecard outlines
how your experiment’s performing in comparison
to your original campaign. We report statistical significance levels
for all metrics via specific icons
in the ad interface. When monitoring your experiment,
it’s best practice to focus on one metric
to understand performance. When testing a bid strategy, the typical metrics to observe are conversion volume and average target CPA. For this experiment,
we see that target CPA drove greater performance
than manual CPC. Now remember, smart bidding needs time to learn, adjust,
and perform better. Our recommendation is to wait
at least three weeks to begin to understand the differences
with auto bidding. If you’re happy
with the experiment’s performance, you can then apply these changes
to your original campaign, or convert your experiment into a new campaign. If you convert your experiment
into a new campaign, your original campaign
will be paused, and your new campaign will show
with your other campaigns as a regular campaign. If you have any questions,
or for more information, please visit the Google Ads
help center. For more step-by-step videos on Google Ads implementation
and optimization, check out Google Ads Tutorials. [tranquil music]

7 thoughts on “Google Ads Tutorials: Creating Drafts and Experiments

  1. Good stuff. If your PPC agency is not doing "experiments" on your behalf, it might be time to look for another Google Ads agency.

  2. What about ad variations? Trying to run landing page test between 4 landing pages, so I set my experiment to 75% and then tried to create 3 unique ad variations at 25% each. Thought it would work, but I'm getting an error. Anyone else having the same issue?

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