A brief summary of the benefits of testing digital ads, and a short how-to on creating an A/B style-tests with Google Ads experiments for beginners.

1. A/BTesting
W I T H G O O G L E S E A R C H A N D D I S P L A Y A D S
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B
A

2. Why A/B test?
Simply put, A/B testing allows
you to compare two versions of
something to see which is more
successful.
B
A
VS

3. what can be tested?
Landing pages.
Headlines and copy.
Call-to-actions.
Different images or designs.
Colors, icons, and more!
FACT:
Google tested 41 different shades
of blue to see which ones
consumers would prefer.
ON GOOGLE ADS
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4. Tip:
one variable at a time
Changing more than one variable can compromise your
results and make it difficult to measure the success of
one change versus another.
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5. Start with a question:
Develop a hypothesis based on the
goals or outcomes you are trying to
reach.
Original
Alter
native

6. In action: EA Games
EA Games ran an alternative landing page
for Sim City 5, discovering an increase of
43% in conversion
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7. Setting up:
Be sure to have an existing
AdWords campaign.
Log in to your Google Ads
account. Navigate to the bottom
of the page and selet "Drafts &
experiments"
NOTE: YOU CAN ONLY RUN EXPERIMENTS ON
SEARCH AND DISPLAY NETWORK CAMPAIGNS

8. Click over to the Campaign Experiments tab,
Create a new experiment by clicking the
blue button, and select the draft.
Create a new draft and select the
campaign you want to run a test on.
Doing this will copy the settings.
1.
2.

9. 3. Settings:
Be sure not to give it a name similar to other
campaigns or experiments.
Add a description of what you're testing (for this
example, a copy test).
Select start / end dates. Set to "none" if you want to
manually end it.
In the Experiment Split field, enter the percentage of
your campaigns budget you would like to allocate to
this test.

10. Advanced Options:
This option only serves users one version of the
campaign, regardless of how many times they search.
This ensures other factors don't impact the data,
resulting in more accuracy.
This randomizes the assignment of experimental or
original ads every time a search occurs. This generates
results faster, but it's possible the same user could see
both campaigns which may jeopardize accuracy.
Search-based
Cookie-cutter [Recommended]
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11. Closing
Finish & Save the experiment. You will find it
alongside the list of your campaigns.
To recap, stick to changing one variable at a
time, per ad.
For example, don't change both the copy
and the graphics in a display network ad.
You will jeopardize understanding which
variable led to a change.
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