- [Instructor] As you start to get the hang of Google ads,
you're going to want to test changes to your ads.
Perhaps you want to add keywords, increase bids,
modify placements, and so on.
But changes can be risky,
especially if your ads are already performing well.
However, testing is an important piece
of any advertising process.
If you're not creating tests, you're not improving.
Now with Google ads,
you have the ability to run campaign experiments.
What you do is run an experiment
by making a change to your campaign
and testing that campaign on a small subset of traffic.
This way, you're evaluating the modifications
with a small subset of real users,
but you get to see the results before you commit 100%
of the traffic to the change.
Now Google ads has a really great approach to handling this.
You actually clone an existing campaign
and create a draft of it,
and then you'll make changes to that draft,
and then run that draft on a small subset of traffic
to evaluate the outcomes.
To show you how this works,
I'm here on the all campaigns page,
and I'm going to select a campaign
that we want to convert into a draft.
In this case, I'll select our winter discount campaign.
Now if I scroll to the bottom left hand side of the menu,
I can choose draft and experiments.
And from here, I'll select a new draft.
We need to give this draft a name,
and it's important that the name is descriptive,
so we know what we're testing.
In this case,
I'm going to continue winter discount,
and we're going to do mobile bid adjustments.
I'll select save.
And now the draft has been created,
and Google ads will take us into our ad groups
to start making changes.
You can confirm that you're in a draft
by looking at the top of the page
where it says all campaigns, drafts,
winter discount, mobile bid adjustments.
Now what's great is you can interact with this
like any other campaign.
You can make any changes you'd like.
In this case,
I'm going to select devices in the bottom left-hand corner.
And then next to mobile phones,
I'm going to create a bid adjustment,
and I'm going to increase our bid by 100%.
So now I've made the change.
If I go back to drafts and experiments,
I now have the ability to trigger an experiment.
So I'll select new experiment.
We'll give this experiment a name.
We can call this winter discount mobile bid adjustments.
We need to select a start date and an end date.
Google is suggesting that we run this for 30 days.
And then we need to choose an experiment split.
And the default is 50.
This is the fastest way to collect results.
This means you're going to split 50% of your traffic
into the original campaign
and the other 50% into your new experiment.
But if your experimental changes are risky or expensive,
such as doubling your bid,
you might want to have fewer people go through this.
So I'll set this to 20%.
Now from here, I can choose save,
and the experiment is now being created.
Eventually this experiment will start to run,
and you'll be able to come in and see the results
when you click into this experiment.
Now as you collect results,
you'll be able to see them between your two experiments,
and then you'll have the option to select the campaign
that you'd like to move forward with.
In some instances, it could be your new experiment.
But in many situations,
it might be to just keep the existing campaign
the way it is.