In Google Ads, when performance has decreased or hit a plateau, you might feel like you need to abandon your current strategy and start completely fresh with something different. However, taking a gamble with your entire budget might not be the best idea. This is where experiments come in.
What Are Google Ads Experiments?
Experiments provide a controlled environment for you to test changes within a campaign without risking the current setup. You can share budget and traffic between the original campaign and the experiment, allowing you to see the impact of your potential changes. This includes testing variables such as bidding strategies, ad copy, audience targeting, and landing pages.
6 Reasons to Try Google Ads Experiments
1. Minimized Risk
Implementing untested strategies directly into your live campaigns can waste spend and reduce performance. Experiments offer a safeguard against this risk by providing a controlled testing environment and protecting your core campaign performance.
Value points:
- No full commitment
- Quick reversibility
- Learn without sacrificing
2. Data-Driven Decision Making
Instead of relying solely on industry trends or doing guesswork, running an experiment will provide concrete data on how making specific changes will impact your campaigns. This way, you’re able to make informed decisions based on actual results and not on “I hope this works.”
Value points:
- Eliminates guesswork
- Allows for informed decision making
- Builds confidence
3. Greater Adaptability
Because PPC is an ever-changing landscape, the ability to adapt quickly is important. Experiments give you the flexibility to test strategies for seasonal changes, market trends, updates, or competitor activity. This ensures you stay current in a well-thought-out way.
Value points:
- Respond to changes quickly
- Stay ahead of the curve
- Continuous improvement
4. Competitive Edge
In testing new strategies and looking for new opportunities, you will stay ahead of competitors who rely on outdated strategies. Experiments enable you to find the right switch to flip that others might miss.
Value points:
- Uncover opportunities
- Refinement over stagnation
- Stay ahead of those pesky competitors
5. Improved Campaign Performance
Improvements discovered through experiments can lead to long-term gains for your account. Through testing and optimization, you can make small adjustments that might drive significant results over time.
Value points:
- Deliver better results
- Enhance engagement
- Continuously adapt
6. Enhanced Audience Insights
Understanding what resonates with your audience is of key importance in any account. Testing things like ad copy tone and audience segments will give you a better look into what works best with your target market.
Value points:
- Increase relevancy within your audience
- Tailor campaigns to audience behavior
- Understand what resonates and what doesn’t
As you probably know, success within Google Ads isn’t about luck or intuition. It requires tests, optimizations, and learning. By incorporating experiments into your account, you can accurately measure the potential changes you want to make within a campaign without risking the whole biscuit (as one might say). So, what’s stopping you? Start experimenting and discover the full potential of your account.
