{"id":41315,"date":"2021-05-19T20:49:30","date_gmt":"2021-05-20T00:49:30","guid":{"rendered":"https:\/\/www.andysowards.com\/blog\/?p=41315"},"modified":"2021-05-19T20:49:35","modified_gmt":"2021-05-20T00:49:35","slug":"how-to-accurately-split-test-your-google-ads","status":"publish","type":"post","link":"https:\/\/andysowards.com\/blog\/2021\/how-to-accurately-split-test-your-google-ads\/","title":{"rendered":"How To Accurately Split Test Your Google Ads"},"content":{"rendered":"\n<p>A split test is also referred to as an A\/B test. It&#8217;s a procedure used by website gurus and online advertisers to optimize Google ads and website pages for better metrics (clicks, leads, purchases, click-through rates, etc.).<\/p>\n\n\n\n<p>Different facets of a web page or an ad are tested independently to know how to optimize them. With split testing, you can test headlines, landing pages, descriptions, calls-to-action (CTAs), and bid limits, among others. You should carry out enough testing to get the right combination of metrics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Do A Split Test?&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/infinigeek.com\/google-plus-rivals-facebook-connect-with-launch-of-sign-in\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"680\" height=\"412\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-9.jpg\" alt=\"\" class=\"wp-image-41321 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 680px; --smush-placeholder-aspect-ratio: 680\/412;\" \/><\/a><figcaption>Google Plus Rivals Facebook Connect with Launch of \u00e2\u20ac\u02dcSign-in\u00e2\u20ac\u2122<\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Optimization:<\/strong> Digital marketers use split testing primarily to <a href=\"https:\/\/thebrainsmarketing.co.uk\/google-ads-a-b-testing-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">improve PPC campaign results<\/a> by testing the different elements of a page, such as images, forms, and CTAs, that affect conversion rates.<\/li><li><strong>Validation:<\/strong> You can use split testing to ascertain which variation of each page element is best suited to generate optimal results for your ad campaign before rolling it out.<\/li><\/ul>\n\n\n\n<p>Testing on Google Ads or other available platforms does not just consist of doing separate campaigns and choosing ad groups you want to test. In practice, it\u00e2\u20ac\u2122s not that simple and may require you to seek the help of experienced digital marketers like <a href=\"https:\/\/thebrainsmarketing.co.uk\/online-advertising-services\/google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Brains Google Ads agency<\/a> to get the best variations for your ad copy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Where To Start In Split Testing<\/strong>&nbsp;&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/infinigeek.com\/6-tips-maximizing-effectiveness-mobile-banner-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"800\" height=\"533\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-4.gif\" alt=\"\" class=\"wp-image-41326 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/533;\" \/><\/a><figcaption>6 Tips for Maximizing the Effectiveness of Mobile Banner Ads<\/figcaption><\/figure>\n\n\n\n<p>The foremost thing you should do when split testing Google ads is to determine what you should test, which would set the direction you want to go. Do you want to test ad copy, landing pages, locations, keywords, bids, or demographics?<\/p>\n\n\n\n<p>In case you\u00e2\u20ac\u2122re testing the ad itself (descriptions, headlines, and URLs), then you&#8217;ve got to do an ad variation test. If your test involves the campaign or its settings (bid strategies, keywords, demographics, locations, ad groups, audiences, etc.), you should do a campaign experiment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ad Variation Testing&nbsp;&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/infinigeek.com\/applications-from-google-play-store-to-your-computer\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"640\" height=\"425\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-8.jpg\" alt=\"\" class=\"wp-image-41322 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 640px; --smush-placeholder-aspect-ratio: 640\/425;\" \/><\/a><figcaption>Applications From Google Play Store To Your Computer<\/figcaption><\/figure>\n\n\n\n<p>Split testing with ad variations on Google Ads can be done in two ways: through the ads page itself or through the Drafts &amp; Experiments tab.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Ads Page&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/andysowards.com\/blog\/2018\/overwhelming-people-ads-can-counterproductive\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"550\" height=\"340\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-5.png\" alt=\"\" class=\"wp-image-41325 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 550px; --smush-placeholder-aspect-ratio: 550\/340;\" \/><\/a><figcaption>Overwhelming People with Ads can be Counterproductive<\/figcaption><\/figure>\n\n\n\n<p>You can follow these steps to do split testing using the ads page:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Log in to the account you intend to make changes to on Google Ads and click \u00e2\u20ac\u02dcAll Campaign.\u00e2\u20ac\u2122&nbsp;<\/li><li>Select the campaign for running the test. In case you want to do more than one campaign test, repeat the procedure for other campaigns.&nbsp;<\/li><li>On the left sidebar, click \u00e2\u20ac\u02dcAds &amp; Extensions\u00e2\u20ac\u2122 then select \u00e2\u20ac\u02dcAds.\u00e2\u20ac\u2122&nbsp;<\/li><li>While still on the Ads page, click \u00e2\u20ac\u02dc+,\u00e2\u20ac\u2122 which allows you to create a new ad, and then click \u00e2\u20ac\u02dcAd Variations.\u00e2\u20ac\u2122&nbsp;&nbsp;<\/li><li>You&#8217;ll be directed to the Ad Variations page. Choose the campaign again and your ad type (text or responsive) and select \u00e2\u20ac\u02dcContinue.\u00e2\u20ac\u2122&nbsp;&nbsp;<\/li><li>Using the \u00e2\u20ac\u02dcFind and Replace\u00e2\u20ac\u2122 tool, input the old headline, URL, description, etc. into the \u00e2\u20ac\u02dcFind text\u00e2\u20ac\u2122 area.&nbsp;&nbsp;<\/li><li>Using the \u00e2\u20ac\u02dcIn\u00e2\u20ac\u2122 dropdown, match your text to the part of the ad it should go with.&nbsp;<\/li><li>Locate \u00e2\u20ac\u02dcReplace with,\u00e2\u20ac\u2122, and then paste the <a href=\"https:\/\/moz.com\/learn\/seo\/url\" target=\"_blank\" rel=\"noreferrer noopener\">URL<\/a> or text you\u00e2\u20ac\u2122re running the test for and select \u00e2\u20ac\u02dcContinue.\u00e2\u20ac\u2122<\/li><li>Supply a name for the variation and choose dates (consider a minimum of two weeks). Set the \u00e2\u20ac\u02dcExperiment Split\u00e2\u20ac\u2122 at 50%.<\/li><li>Finally, select \u00e2\u20ac\u02dcCreate Variation.\u00e2\u20ac\u2122 The ad variations you can use to analyze key metrics will be displayed.&nbsp;&nbsp;<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Drafts &amp; Experiments Page<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/andysowards.com\/blog\/2013\/must-know-google-blogger-tips-tricks\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"620\" height=\"370\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-10.png\" alt=\"\" class=\"wp-image-41320 lazyload\" data-srcset=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-10.png 620w, https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-10-320x190.png 320w\" data-sizes=\"(max-width: 620px) 100vw, 620px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 620px; --smush-placeholder-aspect-ratio: 620\/370;\" \/><\/a><figcaption>Must-Know Google Blogger Tips &amp; Tricks<\/figcaption><\/figure>\n\n\n\n<p>Here\u00e2\u20ac\u2122s how you can split test via the Drafts &amp; Experiments tab:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Choose the account on Google Ads and click \u00e2\u20ac\u02dcAll Campaigns\u00e2\u20ac\u2122 at the top.&nbsp;&nbsp;<\/li><li>Move down on the left sidebar to select \u00e2\u20ac\u02dc+More.\u00e2\u20ac\u2122&nbsp;<\/li><li>While still on the bar, click \u00e2\u20ac\u02dcDrafts &amp; Experiments\u00e2\u20ac\u2122 then click \u00e2\u20ac\u02dcAd Variations.\u00e2\u20ac\u2122&nbsp;<\/li><li>The Ad Variations page will open. Select \u00e2\u20ac\u02dc+\u00e2\u20ac\u2122 at the top or click the \u00e2\u20ac\u02dcNew Ad Variation\u00e2\u20ac\u2122 option in the middle.&nbsp;&nbsp;<\/li><li>Choose your campaign to make your changes in the ad type (text or responsive) before selecting \u00e2\u20ac\u02dcContinue.\u00e2\u20ac\u2122&nbsp;&nbsp;<\/li><li>Go to \u00e2\u20ac\u02dcFind and Replace\u00e2\u20ac\u2122 and add the old headline, URL, description, etc. in the \u00e2\u20ac\u02dcFind text\u00e2\u20ac\u2122 area.&nbsp;<\/li><li>Match your text to the part of the ad it goes with using the \u00e2\u20ac\u02dcIn\u00e2\u20ac\u2122 dropdown.&nbsp;&nbsp;<\/li><li>Paste the URL or text you\u00e2\u20ac\u2122ll test to the \u00e2\u20ac\u02dcReplace with\u00e2\u20ac\u2122 area then select \u00e2\u20ac\u02dcContinue.\u00e2\u20ac\u2122&nbsp;&nbsp;<\/li><li>Give the variation a name and set dates (consider two weeks minimum), and set \u00e2\u20ac\u02dcExperiment Split\u00e2\u20ac\u2122 at 50%.&nbsp;<\/li><li>Finally, choose \u00e2\u20ac\u02dcCreate Variation\u00e2\u20ac\u2122 to get the variations you need for analyzing metrics.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Drafts &amp; Experiments&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/infinigeek.com\/small-business-big-gains-capitalizing-on-your-localness\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"960\" height=\"640\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-12.jpg\" alt=\"\" class=\"wp-image-41330 lazyload\" data-srcset=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-12.jpg 960w, https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-12-768x512.jpg 768w\" data-sizes=\"(max-width: 960px) 100vw, 960px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 960px; --smush-placeholder-aspect-ratio: 960\/640;\" \/><\/a><figcaption>Small Business, Big Gains! Capitalizing on Your \u00e2\u20ac\u0153Localness\u00e2\u20ac\u009d<\/figcaption><\/figure>\n\n\n\n<p>You should do this kind of A\/B testing when you&#8217;re not dealing with elements of the ad itself such as demographics, keywords, locations, and audiences. It involves two processes. First, you create a campaign draft, and then you turn that draft into an experiment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Drafts&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/andysowards.com\/blog\/2021\/reasons-why-your-business-needs-a-top-listing-in-google\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" width=\"740\" height=\"416\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-6.jpg\" alt=\"\" class=\"wp-image-41324 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 740px; --smush-placeholder-aspect-ratio: 740\/416;\" \/><\/a><figcaption>Reasons Why Your Business Needs a Top Listing in Google<\/figcaption><\/figure>\n\n\n\n<ol class=\"wp-block-list\"><li>Open your account on Google Ads then click \u00e2\u20ac\u02dcAll Campaigns.\u00e2\u20ac\u2122&nbsp;<\/li><li>Move down to select \u00e2\u20ac\u02dc+More.\u00e2\u20ac\u2122&nbsp;<\/li><li>Select \u00e2\u20ac\u02dcDrafts &amp; Experiments,\u00e2\u20ac\u2122 and then click \u00e2\u20ac\u02dcCampaign Drafts.\u00e2\u20ac\u2122&nbsp;<\/li><li>The Campaign Drafts page will open. Click \u00e2\u20ac\u02dc+\u00e2\u20ac\u2122 at the top or click the \u00e2\u20ac\u02dcNew Draft\u00e2\u20ac\u2122 option in the middle.<\/li><li>Choose \u00e2\u20ac\u02dcSelect a Campaign\u00e2\u20ac\u2122 and pick the campaign you\u00e2\u20ac\u2122d like to make changes to.<\/li><li>Name your draft then click \u00e2\u20ac\u02dcSave.\u00e2\u20ac\u2122&nbsp;<\/li><li>Move on to the changes you need to test (keywords, targeting options, bid strategies, etc.). Don\u00e2\u20ac\u2122t forget to save afterward.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Experiments&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-1-1024x552.jpeg\" alt=\"\" class=\"wp-image-41328 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/552;\" \/><\/figure>\n\n\n\n<ol class=\"wp-block-list\"><li>Press \u00e2\u20ac\u02dcDrafts &amp; Experiments\u00e2\u20ac\u2122 on the left sidebar, then click \u00e2\u20ac\u02dcCampaign Experiments.\u00e2\u20ac\u2122&nbsp;<\/li><li>Click the \u00e2\u20ac\u02dc+\u00e2\u20ac\u2122 button or \u00e2\u20ac\u02dcNew Experiment\u00e2\u20ac\u2122 option in the middle.<\/li><li>Choose the draft you made earlier, and then name your experiment.&nbsp;<\/li><li>Set your start and finish dates (two weeks are ideal), and set your experiment split at 50%.&nbsp;&nbsp;<\/li><li>Press \u00e2\u20ac\u02dcSave,\u00e2\u20ac\u2122 which will take you to the Campaign Experiments section, where you can see your experiment listed with a beaker icon.&nbsp;<\/li><li>The key performance indicators (KPIs) in your campaign will be shown here.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Analyzing The Results&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-src=\"https:\/\/andysowards.com\/blog\/assets\/How-To-Accurately-Split-Test-Your-Google-Ads-2-1024x649.jpeg\" alt=\"\" class=\"wp-image-41329 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/649;\" \/><\/figure>\n\n\n\n<p>After the test days are over, evaluate the KPIs to see if your test has yielded good results overall. If you want to generate more sales or leads, check your overall conversions, cost per conversion, conversion value, and <a href=\"https:\/\/andysowards.com\/blog\/2021\/6-ways-to-improve-your-conversion-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversion rate<\/a>. If you\u00e2\u20ac\u2122re interested in traffic generation, look at your total clicks, cost per click, and click-through rate.<\/p>\n\n\n\n<p>You should compare each result to your original campaign to determine your next steps. If your test results are better than the original campaign, make changes to the original campaign using the test results. On the contrary, if the results are poor, avoid making any changes to the original campaign. You may then do more testing on different parts of the campaign to continue optimizing. Work with one variable at a time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A split test is also referred to as an A\/B test. It&#8217;s a procedure used by website gurus and online advertisers to optimize Google ads and website pages for better<\/p>\n","protected":false},"author":1,"featured_media":41329,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[109,111,1],"tags":[14197,669,14194,14195,8388,410,6302,12052,988,89,802,5800,1411,7996,6185,5893,11489,3152,5901,13407,9079],"class_list":["post-41315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-tech","tag-ad-variation","tag-analysis","tag-business-analytics","tag-click-through-rates","tag-clicks","tag-conversion","tag-data-analysis","tag-data-analytics","tag-entrepreneur","tag-google","tag-google-ads","tag-online-marketing","tag-optimization","tag-optimizing-marketing-channels","tag-sales-leads","tag-seo","tag-split-test","tag-split-testing","tag-startup","tag-tech-entrepreneur","tag-thanks-page"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Accurately Split Test Your Google Ads<\/title>\n<meta name=\"description\" content=\"A split test is also referred to as an A\/B test. 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