The Client was running display campaigns on Google Ads, and constantly looking at optimizing those campaigns to deliver better results while maintaining the existing spend levels. Most of these campaigns were already driving conversions. Campaign Experiments on Google Ads was introduced to reduce the risk of losing the existing conversion levels.
Campaign Experiments simply allows us to perform A/B testing on the display campaign, splitting the existing campaign budget spend between the original and variant version. The original version of the campaign will retain its original set of targeting, while we introduced a different set of targeting for the variant version. Our hypothesis was that the variant version will outperform the original version.
What we have done?
- Use of Google Analytics data to setup campaign targeting for the variant version
- Perform a 50% split in budget to test the variant v.s. original version
- Variant version performed better than the original version.
- Applied the variant version to the Display Campaign after a conclusive statistically significant lower CPC & CPA that led to more Clicks & Conversions