With the right approach, running experiments isn’t just a marketing chore but a genuine growth opportunity…
Google Ads is a powerful tool for PPC, of course, but it’s not a ‘set and forget’ platform. The digital advertising landscape is constantly evolving, and what worked last month might not work today. That’s why running experiments in Google Ads is essential to staying ahead of the competition and maximising your ROI.
But let’s face it—running experiments can feel like an overwhelming task. From setting them up to analysing results, the process requires time, focus, and a clear strategy. At Pixal, we understand these pain points and take care of experiments for our clients so that they can be a game-changer for them rather than a time drain. Let’s look more closely at the how and why…
What Are Google Ads Experiments?
Google Ads experiments allow you to test changes to your campaigns in a controlled environment. Rather than making a big change and hoping for the best, experiments let us split-test variables for you such as ad copy, bidding strategies, landing pages, or audience targeting.
Think of it as a low-risk way to test hypotheses and optimise your campaigns without putting your entire budget on the line. Once you’ve gathered enough data, you can confidently implement the changes that drive better results.
Why Experiments Feel Time-Consuming
If you’ve avoided running experiments, you’re not alone. Many business owners and marketers feel they lack the time or expertise to run them effectively. Here’s why:
1. Setup feels complicated
Knowing what to test, setting up a split campaign, and ensuring everything is tracked properly can feel like a logistical headache – especially if you’re not familiar with Google Ads’ experiment tools.
2. It takes time to see results
Experiments require data, which means letting them run for weeks before you can draw meaningful conclusions. For busy professionals, this can feel like a slow process with unclear results.
3. Analysing results Is daunting
Once an experiment is complete, you’re left with a pile of data to interpret. If you’re not sure how to compare metrics like CTR (Clickthrough Rate), CPC (Cost Per Click), or conversion rates, it’s easy to feel stuck.
Why Experiments Are Worth the Investment
Despite the time and effort involved, running experiments is one of the smartest things you/your agency can do for your PPC campaigns. Here’s why:
1. Risk reduction
Without testing, any changes you make to your campaigns are a gamble. Experiments allow you to test small tweaks before rolling them out to your full budget, reducing the risk of costly mistakes.
2. Better results
Whether it’s discovering which ad copy resonates most with your audience or identifying the bidding strategy that delivers the best ROI, we can use experiments to inform data-driven decisions that improve performance over time.
3. Save time in long run
While experiments may feel time-consuming at first, the insights they provide help you avoid wasted ad spend and countless hours tweaking campaigns that aren’t working.
How We Simplify Experiments for Our Clients
We specialise in taking the complexity out of running experiments. Here’s how we make the process painless for our clients:
1. Setup
From defining your experiment goals to setting up split campaigns, we take care of the technical details so you don’t have to. Whether it’s testing ad copy, landing pages or audience targeting, we ensure your experiment is properly structured to deliver actionable insights.
2. Monitoring and optimisation
Once the experiment is live, we monitor its performance and make adjustments as needed. This ensures your tests are running smoothly and gathering the data needed for clear results.
3. Analysis and results
Once your experiment concludes, we do the heavy lifting of analysing the data. Our team provides easy-to-understand insights and clear recommendations so you can implement changes with confidence – no guesswork or spreadsheet overload required.
What Can You Test with Google Ads Experiments?
There’s no shortage of variables you can test in your campaigns. Here are a few examples:
- Ad copy: Which headlines and descriptions drive the most clicks and conversions?
- Landing pages: Does one landing page outperform another in converting visitors?
- Bidding strategies: Is manual CPC or Target ROAS (Return on Ad Spend) more effective?
- Audience targeting: Which audience segments deliver the best ROI?
- Ad extensions: Do callouts, sitelinks or structured snippets improve your CTR?
By testing these elements, you can continuously refine your campaigns to deliver better results month after month.
Long-Term Benefits of Experiments
When done consistently, experiments provide invaluable insights that can transform your PPC strategy, such as:
- Increased ROI: Stop guessing and focus your budget on what works.
- Improved Efficiency: Eliminate time spent on ineffective strategies.
- Competitive Advantage: Stay ahead by continually optimising your campaigns.
Talk to us
This simple yet powerful strategy can transform your PPC campaigns and take your business to the next level. If you’re ready to make your PPC campaigns smarter, more efficient and more effective, contact us today.