The Latest Google Ads’ Experiment Campaign Changes5 min read

Now, let’s be honest. People like things simple, especially when it comes to your advertising and marketing. 

We like things to be streamlined, achievable at the click of one or two buttons. 

It looks as though Google agrees with us here, as they have one last gift for PPC advertisers this year.

A gift that will take the faff out of setting up Experiment Campaigns in your accounts.

What is an Experiment Campaign?

Before we delve too far into the changes, let’s quickly recap on what an Experiment is in Google Ads.

We all know the feeling. 

You’re staring at a screen asking you what kind of bidding strategy you want for your campaign.

You could go for Manual CPC so you can keep control over the bids, or you could go for automated bidding, but then you’re not sure if that would work with this new campaign. 

That’s where Google’s got your back.

After you have set up a campaign, there’s the option to create an experiment campaign that mirrors the base campaign, so if you wanted to test how changing a variable would affect the campaign, you can do so in the experiment. 

For instance, changing your bidding strategy.

Your budget will then simply be split between the base campaign and the experiment campaign. 

So, what has Google changed?

The Previous Process

Let’s talk about how you used to set up an experiment campaign...

The first thing you used to have to do if you wanted to set up an experiment campaign, was create a draft of the base campaign you wanted to test. 

In a nutshell; you would go onto the Drafts & Experiments tab, copy the campaign, add the changes you wanted to test, and then you have your draft of your new campaign.

Then, you would push your draft as its own separate experiment campaign or apply it to your current campaign. 

If you were to run it as an experiment campaign, you could make changes to it as you would another normal campaign, and see how it compares to your original campaign.

But as I mentioned before, we like things to be completed in a few clicks. 

This old process was more hassle than just a few clicks. 

It felt strange having to create a separate draft and then having to push this out only to manage it as a new campaign. 

The New Process

So what is Google’s end of year gift to us?

For a start, they are optimising the process that we use to create experiment campaigns. 

From now on, you don’t have to create a draft before you make the experiment campaign. 

Instead, the old ‘Drafts & Experiments’ tab will just be called ‘Experiments’. 

All you need to do is click here, and then you have three options to choose from: Optimise Text Ads, Video Experiment and Custom Experiment. 

You click the one you want, choose your base campaign and the changes you want to make, and press create.

That’s it, you’re done. 

You’ve just made yourself an experiment campaign.

What’s even better is they have also given us some shiny new features for experiment campaigns. 

Any changes you make across the base campaign will now sync into the experiment campaign. 

Before, if you wanted to make changes in both campaigns, you would have to do so separately across them. 

It’s a small change that streamlines the process of managing the campaigns. 

This last feature you will love if you’re as passionate about data as we are.

Google has also given us customised reports based on the goals you set for your experiment campaign. 

It makes experiment campaigns all the more useful for working out the best way forward, as you can see exactly how the changes you made will pay off. 


Let’s wrap up why this all matters to you.

Simple, it makes things more efficient and optimises the way you work with your campaigns. 

Whether you’re a business owner, agency, or marketing team, there’s no doubt that there’s a lot to gain from using experiment campaigns to test how you can make your ads better.

The new changes Google has implemented make experiments more accessible, and downright more useful. 

Considering they were already pretty useful before, there are not many reasons you shouldn’t now be using them. 

After all, you can achieve it now with only a couple of clicks. 

Want to improve your ads through the new year? 

Have a look at applying the AIDA model as well as using the right keywords.

Daniel Pool

One of our newest PPC enthusiasts, Daniel rises to the task and is always keen to jump into fresh accounts. A fan of many arts, you’ll often find Dan writing his next novel, creating costumes for comic-con, or being the (self-proclaimed) resident DJ in the office.