Performance and Lower Ad Rank On the other hand, using rotation indefinitely could hurt the performance of the entire campaign. If the landing page you're testing isn't performing well, isn't relevant, or has a slow load time, it could be hurting your keyword Quality Score. In return, you may receive less traffic and conversions across the entire campaign due to low ad rankings. How do experiments solve these problems? Seasonality: The control and the experiment are run at the same time, so you get a clear comparison during the test period. No seasonal adjustment
necessary. Uncertainty of results: If you are skeptical about what you are testing, you can allocate a small percentage of your budget to the experiment. Plus, you can end the experiment and move your entire budget to control with the click of a button. Skewed employee email list data: Testing guarantees clean, consistent ad delivery as long as your budget distribution is fairly even. Poor performance may still drop when running a test that doesn't work, your original campaign will not be affected and your data will be cleaned.
o set up and analyze a campaign test Before setting up any type of experiment, have a clear hypothesis and goal in mind. This helps you get buy-in from your teammates and managers, and also makes it easier to analyze when it's time to wrap up the experiment. One of our analytics team, Kevin Rutter, explains that here . Example: We are testing a conversion optimization bidding strategy against manual bidding in our campaign to achieve a statistically significant