Google recently announced the release of the open BETA for the AdWords Campaign Experiment (ACE) tool. According to Google, this tool allows marketers to “accurately measure changes to your keywords, bids, ad groups, and placements”.
Instead of typical PPC analysis, utilizing a before-and-after analysis methodology, ACE allows marketers to test and analyze strategy changes in real-time. This is accomplished by running test campaigns in tandem with established campaigns by spitting impressions.
How it works:
Once a test campaign has been set-up, Google splits a percentage of auctions to the test settings while the remaining auctions use the original campaign settings. The percentage designated to the experimental campaign is decided by the marketer during set-up and can range from 90% to 10%, using 10% increments. Google also allows users to create specific start and end date parameters as well.
Google provides a summary that indicates the overall impact of the test when the performance difference between the experimental and control group gains a statistical significance. Once the marketer feels that there is enough data to warrant a decision, they have the option to apply the new experimental settings to the campaign or keep the campaign’s original settings.
Experimental campaigns can also be monitored using the AdWords interface. Google provides icons next to key metrics to make it easier to draw comparisons, and experiments can be stopped at any time.
It’s important to remember that the AdWords Campaign Experiment is not a simulation of what could happen, it’s an actual, real-time test using real budget. Charges will be incurred for all clicks (or impressions) during the test.
To learn more or sign up for the ACE beta, visit http://www.google.com/ads/innovations/ace.html.