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. That being said, 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 set up. 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. By selecting which draft you want to test, you’ll 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. You can evaluate performance during the experiment as well as once it’s complete to see change over time.

Can I reactivate an experiment after it has finished?

Google does not allow you to reactivate at this time, though you can convert into the campaign you were running it against.

What should I allocate for the budget of the experiment?

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

Can I run more than one experiment at once?

Only one experiment can be running at a time.

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