Learn how to use an AdWords experiment to test changes to your ads by adding keywords, increasing bids, and modifying placement. In this video, Brad Batesole shows you how to run experiments on a small subset of your campaign.
- [Instructor] As you start to get the hang of AdWords,…you're going to want to test changes to your ads.…Essentially you'll want to try various tweaks,…perhaps adding keywords, increasing bids,…modifying placements, and so on.…But changes can be risky, especially if your ads are…already performing pretty well.…However, tests are an important piece…of any advertising process.…If you're not testing, you're not improving.…Now with AdWords experiments, you take…a little bit of the risk out.…You can run your experiment on a small subset…of the campaign traffic so you can first see…if your ideas are performing better or worse.…
And this is a fantastic way to evaluate modifications…before committing 100% and it's a lot easier…to see the data.…Fortunately, AdWords has a really great way…to handle experiments.…You start by creating a draft of your campaign.…And a draft is really just a way to mirror…the campaign and then make changes to it…without actually impacting your campaign's performance.…Once you create a draft, you can make changes…
Once you've set up your campaign, you'll learn how to use AdWords reporting and Google Analytics to monitor the performance of ads and optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI) in search advertising. Plus, learn about audience remarketing and what ad extensions can do for you.
Because Google frequently adds new features and functionality, we're committed to keeping this course up to date with the latest training. Check back often for updates!
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Understanding Quality Score and the auction system
- Setting realistic expectations for your AdWords campaigns
- Creating an AdWords account
- Researching keywords with the Keyword Planner tool
- Setting campaign budgets and bidding
- Writing great ad headlines and copy
- Using ad groups
- Creating and exporting reports
- Measuring ROI
- Setting up Google Analytics for conversion tracking
- Optimizing ads
- Adjusting bids
- Creating a remarketing campaign
- Using ad extensions
Skill Level Beginner
Q: What are ad formats?
Q: This course was updated on 1/04/2016. What changed?
A: We added one new movie covering the Audience Insights feature.
Q: This course was updated on 06/29/2017. What changed?
A: The following topics were updated: an overview of AdWords, where ads appear, understanding the AdWords structure, understanding quality score and the auction system, choosing a campaign, an overview of ad extensions, advanced campaign settings, writing your text ad, and creating an ad group and adding keywords. In addition, new videos were added that cover creating text ads and finalizing a campaign.
Q: This course was updated on 09/05/2017. What changed?
A: New videos were added that cover upcoming changes to AdWords, brainstorming keyword ideas, using Google Keyword Planner for ideas, getting keyword search volume with Google Keyword Planner, and targeting on AdWords by household income. In addition, the following topics were updated: setting up an account, targeting with keywords, connecting Google Analytics, and setting up campaign experiments.