Google launches ACE – Adwords Campaign Experiments

by Peter Young on June 14, 2010 · 0 comments

Its been a while since we last did a purely paid search post here on Holistic Search however I thought it about time to break that trend particuilarly given the news that Google are launching Adwords Campaign Experiments or ACE Beta to its friends. The tool will help you optimize your account by letting you accurately test and measure changes to your keywords, bids, ad groups and placements for your Adwords accounts.

As the Adwords launch post said

In the past, the most common way to measure how changes to your account affected your campaign performance was to measure how the campaign performed before and after you implemented your changes. However, this type of analysis can often be complicated by events that occur during the test period, including holidays, weekends, or changes to end user or advertiser behavior.

ACE allows you to perform faster, more accurate tests by executing your experimental campaign alongside your original campaign. By performing this type of simultaneous split test, we can tell you precisely if your campaign changes produce statistically significant results.

The new tool can be used in a number of ways including:

  • Measure the incremental impact of adding keywords to your campaign
  • Measuring the impact of changing keyword or ad-group level bids in your campaign
  • Measuring the value of restructuring your Content campaigns to use more tightly themed ad groups
  • The impact of changing match types – particularly important given the recent changes to match types

Given the amount of changes we often see associated with organic search results its good to see such features rolled out across the paid search network. Whether or not this provides tangible learnings or ‘pinch of salt’ information is still to be seen however further information will be found here shortly

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