Google has produced a useful guide for anyone investigating using experiments in search advertising.
The document explains why this sort of testing can be valuable. Firstly, experiments enable a genuine A/B testing process to determine if proposed changes will enhance the performance of the campaign. This method involves running a control group and a trial group concurrently, which accounts for external influences like seasonal variations that could skew the results. This simultaneous approach should ensure a reliable comparison between the original campaign and the modified version.
Single click implementation
There’s also the advantage of having the statistical significance indicators provided by these experiments to guide us in making informed decisions about whether to adopt the changes. If the results are satisfactory, we can seamlessly integrate the modifications from the trial arm into the main campaign with just a single click.
A key benefit for anyone under budget constraints is that conducting these experiments does not require additional funding. The experimental setup uses a portion of an existing campaign budget to create a trial arm, a replica of the original campaign. This allows for alterations in the trial arm and enables the monitoring of performance changes over time. It ensures that we can test and refine our marketing strategies without the need for extra financial resources.