Turning your Google Ads experiment into a winning campaign. From Experiment to Success: Turn Your Google Ads Test into a Winning Campaign
I am Todd Nevins. I’m the founder of CLICKPlacement. We are a Google partner.
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And today I’m going to use an example of a successful experiment into a campaign.
And you’ve actually got three options when you’re running an experiment, and I’m going to go through those three options right now to help you through the process.
So let’s get started.
I’m at the campaigns tab over here on the left and I’ve got this sorted. So I’m just showing the two campaigns that are running.
This is the original or the base campaign that we started this experiment off of.
And it’s really important when you’re running an experiment that you have everything set identically.
The same keywords, ads, geographic targeting. The only thing we changed in the experiment was the bid strategy.
And we wanted to experiment with a maximized conversions values bid strategy. And we are about two and a half weeks.
In most experiments we recommend running 30 days, but this one’s just two and a half weeks in.
The base is $1,669 in cost and zero conversion values. But the trial, $3,861 and a conversion value of 5,000.
So I said earlier, there are three different things that you can do when you are running an experiment and you want to change it, you want to implement it.
The first thing you can actually do is simply stop the experiment if it is running poorly.
It is not running poorly. So we’re going to go on to implementing this.
You go over here to the left and you click experiments. And this one is in progress.
And we want to go ahead and apply the experiment. And we have two choices. We want to either update our original campaign.
This is really important to know. At the campaign level, conversion goals are not yet copied from the trial campaign.
Make sure manually copy over any campaign level conversion goals.
This is not the most important part.
If we were to choose this and implement this experiment where it combines the data with the base and the trial, it actually makes our numbers look worse because that $1,600 in spend on the base is going to offset and make our conversion value percentages look worse.
So what we want to do is we are going to convert the experiment into a new campaign.
And what it does is it pauses the original campaign.
So you simply click this box, click Apply. Going to choose convert experiment to a new campaign and the reason there was an error is because it forced me to do a confirmation that it was actually me.
So I’m going to apply this and wait and it has been applied.
So I’m going to go back in here to campaigns and now this is the only one that is running contains accounting and I’m going to change this to max values experiment implemented and you will notice that the value of 3861 is the same the convert.
The cost of $3861 in the spend is accurate compared to what just the experiment was running.
If you open this up and then go to campaign status and then all and enabled and paused you will see let me sort by cost to get there quickly and you will see.
Now this campaign that was a max conversion values with a target CPA of 550 is now paused.
That data is retained in that original base campaign and the experiment is the one that is running.
And that’s how you implement an experiment into a winning campaign.
I am curious though if anyone out there runs experiments a lot.
We don’t do it a lot, only when we are testing bid strategies and we have plenty of budget to work with.
But why would a an experiment be implemented into the previous campaign to combine that data?
Leave me a comment below if that’s what you prefer. But we prefer just to keep the data separate.
Create the new campaign out of the experiment and we are off and running.
If this is confusing to you or you’re frustrated with how to do this and you need more help or you just want somebody to take a look at your existing strategies, we now offer a free 30 minute audit to you because you watch this video all the way to the end.
Just go to click placement.com/quickits and leave a like and a comment if you liked this video.
Thank you.
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CLICKPlacement is a Google Ads Partner and works with regional niche companies and national organizations to maximize prospect and customer engagement, and sales with proven Google Ads strategies.
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