Pay per Click

Microsoft Ads Launches ‘Experiments’ Feature for Testing Campaign Changes

Microsoft Advertising is rolling out a new feature that will allow advertisers to confidently test campaign changes.

The feature is aptly-named “Experiments”:

“Sometimes, it’s not immediately clear whether a new bidding strategy, setting, or feature is the best move for you… With experiments rolling out globally, you can now test out those campaign changes with full confidence.”

An experiment provides a controlled environment to monitor changes by creating a duplicate version of a campaign.

Advertisers can test various changes without launching them across their whole campaign. This makes it possible to run a true A/B test to determine the impact of a particular update.

Some examples of changes that can be tested in an experiment include:

  • Ad copy: Test various messages and calls-to-action on your ads.
  • Landing page URLs: See whether different landing pages result in better performance.
  • Bidding strategies and modifiers: Test out different bid adjustments, or try allocating a percentage of your campaign budget towards a smart bidding tactic.

Start using this feature by navigating to the Experiments tab on the Campaigns page. Then select the campaign you want to experiment on.

Microsoft Ads Launches ‘Experiments’ Feature for Testing Campaign Changes

After choosing a name for the experiment, along with a start date and end date, you can set an Experiment split.

That’s the percentage of the original campaign’s daily budget and ad traffic that you want to allocate for this experiment.

Microsoft recommends setting experiment split at 50% in order to get enough volume and make better comparisons.

The Experiment status column will indicate whether it has been set up correctly.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Microsoft Ads Launches ‘Experiments’ Feature for Testing Campaign Changes How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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