Google Rolls Out Campaign Drafts and Experiments in AdWords

Chris CrumEnterpriseMarketingNews, Marketing & Advertising

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Google announced that over the coming weeks, it will roll out campaign drafts and experiments in AdWords to help advertisers test changes to campaigns, measure results, and apply the changes accordingly.

With Drafts, advertisers can prepare and review multiple changes to an existing campaign before actually implementing them.

"For example, let’s say you want to increase mobile bids for ad groups with strong mobile conversion rates," explains AdWords product manager Pallavi Naresh. "You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign. If you’re happy with the changes in your draft, you can apply them directly to your original campaign."

"Experiments lets you test changes to your campaigns in a controlled environment," Naresh adds. "Let’s say you want to see how your new mobile bid adjustments perform compared to your original settings. First, create a draft with your new mobile bid adjustments. Then, create an experiment from that draft to test those changes against your current bidding strategy. You decide how much traffic (and budget) to split between your experiment and original campaign, and how long you’d like the experiment to run."

As campaign drafts and experiments roll out, they'll be available for Search and Search Network with Display Select campaigns.

Google shares comments from early testers here.

Image via Google

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.