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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Using experiments to test campaign changes

If you plan to make changes to your account, but are not sure how to analyze impact and would like to make sure that the differences are actually significant, you can take advantage of AdWords experiments.

Getting ready

Decide what you'd like to change and measure. Here are a few ideas:

  • Create new ad variations to run against current ad text. You can experiment with using special offers, discounts versus price points, different calls-to-action, extra words in your Display URL, and many other ad elements.
  • Make changes to ad group or keyword bids. You can start with ad groups that are losing impression share due to ad rank.
  • Add new keywords to existing ad groups. Focus on ad groups that are not getting enough ...

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