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What is the best practice to run experiments?

MK
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# 1
MK
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Hey guys,

 

So, I want to run a couple of experiements for the Ad Copy effectiveness.

Typically, I want to run 3 versions of ads for every ad group. So that after 1 month, I would be able to figure out which ad has the best CTR and which Converts more.

 

The easy way I can imagine is to go ahead create 3 Ad copies and watch them for the data. But the problem is I already have 1-2 ads on the ad groups (old campaign managers) which already has a good historical data to it. Now, if I plugin the new ads, they will not be shows as frewuent as the old ads since they don't have any new data - right?

 

What is the best way to crack this?

 

- Should I pause the old ads and leave the new 3 ads to fight their way up fresh?

- Should I let them mix up with the old ads and hope they will show up evenly and give me enough data after a month?

1 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author MK
September 2015

Re: What is the best practice to run experiments?

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# 2
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Hey MK,

 

When adding a new ad to an ad group, all ads will be shown evenly for a period of 90 days, after which AdWords will show the ad that is expected to generate the most clicks more frequently. This is of course if you have your ad rotation setting set to 'Rotate Evenly'.

 

I would suggest adding the new ads with the old and let all run that you want to test. Again, these should rotate evenly for 90 days, which Google will then favor the ad that is expected to generate more clicks.

 

Some helpful articles:

AdWords New Changes to Ad Rotation

Updates to Ad Rotation Changes

 

Thanks,

 

BI

Re: What is the best practice to run experiments?

MK
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# 3
MK
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Thank BI, that was crisp and clear.
Marked as Best Answer.
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Accepted by Aislinn (Google Employee)
September 2015

Re: What is the best practice to run experiments?

Top Contributor
# 4
Top Contributor

The only problem with BlueIon's method, while valid, is that there is a chance that you're going to lose out on conversions and CTR over while the new ad is added EVENLY into the rotation. 

A better option is to use the ad text experiment feature. This way, you can allcate a much smaller amount of traffic to your experiment.

 

http://www.youtube.com/watch?v=veJCihRjb2E

http://www.youtube.com/watch?v=wti6GcUrTwE

 

For details on how to set this up, click the "Making experimental changes to your ads" heading here:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2375383&from=167742&rd=1