Google Ads Experiments Gets Much Needed Rework

Experimentation is crucial to the effectiveness of a digital marketer. It protects current performance while investigating and identifying the changes that can lift performance to new heights. So it’s a mystery why, to date, Google Ad’s Experiments has been such a frustratingly poor feature.

Well, no longer! A much needed update has finally landed and killed off some of the clunky parts of the process. Here are the highlights:

No More Drafts

Previously Google Ads required you to create a draft campaign and then test that draft against the original campaign in an experiment. It was a deeply annoying process and frankly lifted the experimentation feature out of reckoning for any digital marketer with time pressures (let’s face it, basically all of them). The new iteration will require just one click to set up a test.

Campaigns and Experiments are Synced

A knock-on effect of the previous requirement to create campaign drafts to AB test changes, was that any changes you made to your original campaign weren’t reflected in the drafts. This meant either manually applying changes across the original campaign and the draft, or muddying the results of the test. The new version has the campaigns synced by default (although you can turn off the sync) so changes to the base campaign will automatically be applied to the test, allowing users to easily continue to optimize campaigns without compromising their experiments.

Launch Changes With a Single Click 

Going forward you’ll be able to monitor the progress of all your tests from a single interface and, crucially, once you’re confident in the results of your test, apply the changes with a single click.

We’ve written previously about how important it is to have an experimentation and digital product integration process established and rolled out across your team. As established platforms launch new products, and up-and-comers grab more market share, being able to quickly integrate and evaluate opportunities is a great way to get an edge in the market. This much overdue update to Google Ad’s Experiments hands digital marketers a much more intuitive tool to test and integrate features that improve results – get experimenting!