One of the most overlooked functions in Google Ads is the Draft and Experiments tab, which allows you to run A/B tests in your Search Ads. The main benefit of running experiments is that you get different insights into your strategy while still protecting your original campaign.
The first step is to decide the purpose of your test. You can experiment with biddings or keywords, for example, or with copy — inverting headlines, replacing words, or changing the way your links are displayed.
The most significant results come from significant changes, such as different tone to copy and headlines (ex. cost-oriented vs. emotional-oriented), or manual vs. automatic bidding.
Once you have a clear image of what you want, click Draft and Experiments, at the bottom of the lateral menu, and click + to create a new Campaign Draft.
The Draft is, as the name suggests, the backstage of your experiment. You decide what to test during this stage. Duplicate your original campaign and perform all the changes you want or create ads variation. Your test won’t start running until you convert it into an experiment — and you can only run one per campaign at a time
During the Draft stage, you decide what percentage of the audience should see your test. To give the A/B test a fair shot, choose 50%. You can also set the duration of the test: default is 30 days. When the test is running, you can end it early if you prefer.
Monitor the results closely in the Experiment tab. It will show you the performance data at a glance, and you can customize your view (for example, you can choose to see Impressions, Clicks, CTR, Cost and Conversions comparison).
After the test ends, in order to make sure your result was statistically relevant, go to https://mysplittester.com and input your data. There is no limit to what you can learn.
You can also include A/B tests in your Search Marketing Plan.