Search engine advertisements are excellent solutions for bringing high quality, relevant traffic to your website.
Well-optimized, high ROI search engine advertising campaigns are born out of iterations. Iterations where measuring, analyzing, testing and optimizing are the primary ingredients for success.
AdWords has recently released a new feature that allows you to conduct split tests on your campaigns. It’s called Campaign Experiments, and with it, you can isolate and test individual elements of your campaign.
Well-executed AdWords Campaign Experiments will give you the data-driven confidence needed to make high impact changes to your campaigns.
You simply decide on the element of your campaign you’d like to change, perform the experiment (split test), and compare the results to your concurrently running control. You can test elements such as changes to keywords, bids, ad groups, and placements.
AdWords helps you determine if the changes made have produced a statistical significance difference from your control. You can use this data to optimize your campaigns without jeopardizing your past campaign successes.
You’ll find this great feature in the Advanced Settings section of your Campaign Settings. It’s listed as “Experiment” and presently has a BETA tag associated with it.
AdWords has already released a comprehensive set of help resources for Campaign Experiments.
As always, we recommend analyzing, testing and optimizing your search engine marketing campaigns. No search engine campaign is complete until you’ve iterated and optimized for maximum ROI.