Google announced that AdWords Campaign Experiments (ACE) is rolling out globally. ACE was announced in June as a tool designed to optimize AdWords accounts by letting advertisers test and measure changes to keywords, bids, ad groups, and placements.
ACE, as Google says, is designed to reduce guesswork and risk involved with making changes to a campaign. It provides a split-testing approach to give measurements regardless of changes in demand, competitor movements, or other activity that can complicate things.
According to Google’s Jason Shafton, ACE would come in useful in the following scenarios:
- You’re considering adding (or pausing) a bunch of new keywords, but you aren’t sure how it will affect your overall campaign clicks, costs, and conversions.
- You have a few keywords that account for a significant fraction of your total AdWords clicks, conversions and cost. You’d like to know what happens if you raise (or lower) bids by 10%. Do your clicks and conversions change by 10% — or maybe less than that? How would your cost per click and cost per conversion change?
- You want to easily test a new landing page design tailored for a few high-value keywords against your existing landing page*.
- A colleague suggests you might improve your Google Display Network campaign performance by adjusting keywords and adding some placement-specific bids, but you’re concerned you might wind up with fewer conversions and no improvement in cost per conversion.