Test with Confidence in AdWords: Google Best Practices
Testing in AdWords lets you understand whether proposed changes to your account will help you reach your business goals. Campaign drafts and experiments are a particularly powerful way to test. This guide outlines the steps to successful testing in AdWords.
1. Decide how and what to test
- Use AdWords’ campaign drafts and experiments.
Why: This organized approach to testing creates experiment and control groups that you can use to quickly monitor results and implement changes.
- Focus experiments on high-value levers, such as bid strategies or ad extensions.
Why: You can only test so much. Avoid wasting your resources finding low-value outcomes.
- Use other methods to test things that campaign drafts and experiments don’t cover.
Why: Drafts and experiments aren't an option for everything that’s worth testing, such as non-last click attribution and certain automated strategies.
2. Create experiments that produce clear results
- Focus your tests on one variable at a time.
Why: It’s impossible to isolate the effect of any single change if an experiment updates multiple elements.
- Design tests to reach statistical significance as quickly as possible.
Why: The faster your tests reach significance, the faster you can make updates to your campaigns to achieve improved performance.
- Pick one metric to gauge the success of your tests.
Why: Balancing multiple metrics makes it difficult to pick a winner.
- Avoid changing campaigns while experiments are running.
Why: Mid-experiment changes can skew your results.Read more about creating experiments that produce clear results
3. Analyze results and choose experiment winners
- Wait for enough data to be confident in your results.
Why: You can expect your campaign to perform similarly in the future if you are confident in an experiment’s outcome.
- Check for outliers within your top-level experiment outcomes.
Why: High-volume ad groups or keywords can skew results for an entire campaign.
- Implement what you’ve learned in your future campaigns.
Why: The most critical step of any experiment is updating your tactics based on what you’ve learned.
- Keep records of your experiments.
Why: Well-documented results allow you to return for insights long after any experiments have ended.Read more about choosing experiment winners from AdWords testing