Overview

Leveraging Faraday's predictive models, we can help optimize your current Google Ads spend, by providing ranked locations alongside, bid modifications. Drafts & Experiments will allow you to dip your toe in the water before diving into, and committing to using Faraday bid modifiers. Learn more about our bid modifiers here

What are drafts & experiments, and why use them?

Google's drafts & experiments allow you to test out campaign changes and compare them against your existing campaigns without the commitment and fear of not knowing how the changes will impact performance. This also allows you to test without possibly having two campaigns competing with each other if you were to just create a new campaign. Lastly, experiments will share the existing budget of the campaign it is competing with, so no additional dollars will need to be allocated from your budget, but make sure you set the amount to be comparable to the original campaign to allow for a true test.

Drafts - this is where you prep your campaign changes and get the 'test' campaign setup and on standby. Think about when you save an email in your drafts folder, you have everything set up and you can choose if you want to send it, save it, or delete it altogether.

Experiments - this is how you activate your drafts, selecting which draft you want to test, you will be able to measure performance and results to understand the impact the changes you made had on the campaign you are comparing it against.

How do I set up drafts & experiments?

The setup time can take as little as 5 minutes. Google has some quick and easy-to-follow instructions listed here.

How long should I run an experiment?

The goal of running an experiment is to evaluate the performance based on the changes made. The best way to do this is by ensuring you are allowing enough time for this to take place. It is recommended that you set the experiment to run for at least 30 days or 1,000 impressions. You want to ensure there is a large enough sample size to evaluate performance and the impact of the changes.

Can I reactivate an experiment after it has finished?

Not at this time. Google does not allow you to reactive, you can convert into the campaign you were running it against, but reactivation is not currently an option.

What should I allocate for the budget of the experiment?

Similar to determine how long you should set the duration of the experiment, you want to ensure you are allowing an adequate budget to be able to obtain the data to evaluate performance. It is recommended that you split the budget 50/50 with the campaign you are comparing against, to allow for a more apparent A/B test.

Other keynotes:

  • only one experiment can be running at one time
  • you cannot reactive / restart an experiment
  • you can evaluate performance during the experiments as well as once it is complete


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