google-logoOn February 18th, Google announced the rollout of Campaign drafts and experiments.  There have been a number of advertisers who have seen the functionality appear in their accounts over the last month or so, but all accounts will eventually get the new tools over the next few weeks.

Although Google has been offering AdWords Campaign Experiments (ACE) for  years, these new tools have been designed to make reviewing and testing changes more accessible than ACE.

With Campaign drafts, advertisers are able to stage multiple changes without needing to push changes lie and impacting results.  What is a draft?  Basically, it’s a copy of an existing campaign that can be edited like a regular campaign.  It allows you to make changes to a campaign in AdWords Editor without anything actually happening unless you post the changes.  Users can create a draft to show changes to a client or boss or co-worker to review.  If everything looks good from that point, you are able to apply the draft changes to the original campaign.  Additionally, you can also create an experiment to test out how the draft campaign could compare against the original campaign.

adwords-experiment

Keep in mind that some of the features and reports aren’t available for drat campaigns, which includes certain bidding strategies.  Here’s a complete list that is available on the help page.

But what if you want to see how a draft campaign will perform?  To see what’ll happen, you can launch it as an experiment.  You can set how long the experiment will run and how much of the original campaign’s traffic and budget you want to designate to the test.  Once all that is set up, Google will then randomly perform a relevant search n Google.com or a search partner site based on the traffic split you set for the experiment.

Advertisers will be able to monitor performance results for both of the campaigns in the performance scorecard  If the advertiser believes that there is promise with the experiment, or sees success with it, they can convert it into a new active campaign and pause the original campaign.  The newly activated experiment will then have the same dates and budget as the original.

adwords-experiments-scorecard

You will be able to set up a number of drafts of a campaign, but only run one at a time.  Drafts and experiments are only able to be applie to Search Network and Search Network with Display Select campaigns.

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