A/B Testing For Google Adwords

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A/B testing

A/B testing sometimes called “split testing” is used to compare two versions of a web page to see that which one performs better. It is a term for a randomized experiment with two variants i.e A and B and that is the control and variation in the controlled experiment.

A/B testing is a form of statistical hypothesis testing leading to the technical term, two-sample hypothesis testing that is used in the field of statistics. By using A/B testing we compare two versions of a single variable by testing to variable A against variable B and determining which of the two variables is more effective. Wikipedia

A/B testing

Google Adwords:

It is an online advertising service, developed by Google, where advertisers pay to display their brief advertising copy to the web users. Google AdWords’ system is partly based on cookies and keywords predefined by the advertisers.

A/B testing google adwords

Improve click rates with A/B testing Adwords:

You probably know about the of benefits of A/B testing in activities like email campaigns, but you know that you can also have your pay-per-click ( PPC) cake and eat it too with the Google AdWords A/B testing tool?

Formally known as AdWords Campaign Experiments, or ACE is to by using this tool we improve key metrics like click-throughs and ad conversion rates.

Configuring your test campaign:

The first step to select an existing campaign you want to test. To enable A/B testing on this campaign, you’ll need to configure its settings properly.

Go to the Settings, and move down to the Experiments section which is at the top of the page. Fill information you’d like about the experiments and continue. Remember that this will need to be a search-and-display type campaign with all features enabled in order for expertise to be available. Otherwise, you won’t be able to access the option.

Save your changes before moving on to the next step.

50:50 A/B split or a smaller test group?

If you’re working with a smaller data set or working with two options that have equal risk, such as nearly identical sets of ad copy. You may face difficulties to draw conclusions from anything but not in 50:50 split.

You’ll now see that your ad is marked by Google’s experiment symbol when it is shown on your dashboard.

Monitoring your experiment:

if your test has been running for a couple of days and if you want to start monitoring the differences between your experiment and control group. For comparing you must go to Campaign then move towards Segments then Experiments, and you’ll see both groups appear.

Acting on your results:

Has your experiment been a success? If success then Congratulations. Now it’s time to apply experiment settings to your campaign.

Go back to the Settings menu for your campaign, and scroll down to where you originally enabled experimentation. You’ll see that you are presented with three options that are Stop running experiment, Apply: Launch changes fully and Delete: Remove changes.

A/B testing in Google Adwords:

working of A/B testing

There are four things that you can test within an ad. Your’s headline or your title, the first and the second line, and the display URL.Google will show you a preview of what this will look like which is depend on where your ad is positioned.

Two approaches that you can take to split-testing. You can split-test two into different ads. Half the time, approximately, Google will show this add and the other half of the time Google will show this ad and then I’ll see which one has better click-through rate and lower cost per click.

Now there’s one important thing to keep in mind that’s when you’re split-testing two different ads and when you’re first starting split-testing, you must split the ads to be very different. When you create a new ad, Google will give you one ad that you’ve already created. And what you want to do is change this as much as possible.

When all set, click on “Save Ad.”As you can see. This ad is quite a bit different from the previous one so this add has a totally different headline. Totally different first and second line. And different URL because the first character of the URL is capitalized in it. and it’s lower-cased here. So that are the steps if you want to split-test two ads against one another.

Example:

The other approach you can take is to split-test several ads against one another. Put in a different variable for each one. For example, you click on “New Ad,” just like normal. And you change one thing.

There’s another important thing to keep in mind and it’s whether or not you’re getting statistically significant results. Assume that you had two ads running one against another. One has a click through rate of 20%, another one with 10%. You might think that this one’s better. And that could be the case. You need to make sure that you’re getting enough results that are actually significant. And to do that you can use a cool little tool called splittester.com.

By using the tool just go to splittester.com, put the number of clicks from your first and second ad.

Now you see that there are two different approaches that you can take. You can split-test two into very different ads against one another. There is a slight difference, and you want to make sure that the differences are statistically significant. 

 

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One thought on “A/B Testing For Google Adwords

  1. Campaign Drafts & Experiments is an excellent feature of Google AdWords to test out certain hypotheses quickly. Though, managing multiple experiments can be cumbersome as you have to keep tabs on all the live experiments.

    Here’s a script to monitor performance of multiple experiments easily. With this script, you can easily find out performance of multiple experiments with respect to original campaign on various important metrics like Clicks, Conversions, Conversion Rate, CPA, etc.

    https://goo.gl/6my7VB

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