No matter what type of business you are or how much you are spending on ad campaigns, you should always be testing. No matter what.
If you want to be found on Google searches, related websites, in apps, or on YouTube, dynamic campaigns are a necessity. With Google Ad campaigns you are able to include one or more of these targeting options: keywords, topics, custom audiences, life events, retargeting and lookalikes.
But how do you know what digital marketing campaigns will work and what ones won’t?
Google Ads Drafts and Experiments allow any user to test their digital campaigns before putting money behind something that isn’t well optimized. Testing creates control groups where you can monitor your results and implement changes. If you have any type of digital marketing incorporated into your business plan, you should be testing one variable at a time .
Test using Google AdWords Drafts and Experiments
A/B testing or split testing with Google Ads, allows any user to structure accounts and bid on keywords in the exact same ad groups, ads, and keywords without competing against each other. A/B testing compares two versions of any type of digital ad and tracks the difference in performance.
Google Ads shares with their users how the impact of understanding experimental changes to your ad campaigns can help you reach your business goals. “Campaign experiments are a particularly powerful way to test.” – Google Ads Help Center
The following section of information outlines the steps to successful testing in Google Ads. All information is provided by Google Ads Help Center. Please refer to their guide for a more detailed and comprehensive guide.
- Decide How and What to Test
Testing creates experiment and control groups that you can use to quickly monitor results and implement changes. Because you can only test so much, focus on experiments with high-value levers, such as bid strategies or ad extensions.
- Create Experiments That Produce Clear Results
Test one variable at a time. It’s impossible to isolate the effect of any single change if multiple variables are being changed.
Design tests to reach statistical significance as quickly as possible.The faster your tests reach significance, the faster you can make updates and improve performance.
- Analyze Results and Choose Experiment Winners
Once enough data is allocated where you can be confident in your results. You can expect your campaign, apply specific variables to other similar campaigns.
- Check for any outliers.
- Implement findings within your future campaigns.
- Record findings of each experiment.
Benefits of using draft and experiment tools for digital marketing
Google AdWords Drafts and Experiments tool does the heavy lifting for you. By implementing Google Ads Experiments into your digital marketing plan it allows you to:
Easily measure and track results.
See what digital ad is performing well and what ones need optimization.
Optimize changes to your campaigns.
Understand what variable to change within your campaign and when it should happen.
Know where and when to retarget.
The audience can be narrowed in many ways such as retargeting to people who came to your site through certain channels, had specific behaviors or visited a specific page.
Evaluate the impact and effectiveness of the type of ad within each channel.
For example, video may cost more, but you are more likely to need less frequency and be able to communicate more about your brand through that medium.
Be competitive in organic AND paid search
In June 2021, Google processed 13 million search queries. There are close to 63.000 Google searches made every second
At OpGo Marketing, our team has been a certified partner of Google for over a decade. If you are not in the game of search, you are missing a huge opportunity to find people actively in the market for products and services.
Being found on the first page of Google for your products or services is critical. People do their own research before buying and if they find you first, they are more likely to buy from you. Organic ranking as a long-term investment in the content in user experience on your website there are over 200 guidelines for SEO our experts will help you focus on the ones that matter.
It’s easy to get lost when deciding what needs to be done in order to optimize your website’s user experience, content, quality, and engagement. Your website should always put the humans first over the bots, including Google.
Personalizing your digital marketing services
At OpGo Marketing, we work with you to produce customized digital marketing services and a plan that aligns with your unique business needs and budget. We become an extension of your team, and work to understand your market and goals so we can work with you to create a strategy that drives results.
While testing, here are some questions you should be asking to evaluate each channel within your digital ad campaign:
- How much of your target audience is each channel?
- What is the cost-per-thousand to reach that target audience?
- How much of that audience can you afford to reach?
- What frequency will you be able to afford?
- Is the type of ad the most effective?
Have a plan for your business to navigate the complex ranking and bidding system that organizes search results. Get started with OpGo Marketing and optimize your digital ad campaigns today.