Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s New Broad Match Keywords Experiment Approach
Google has introduced a new method for running broad match keyword experiments directly within existing campaigns, eliminating the need to duplicate campaigns. This approach diverts traffic and budget between control and treatment groups inside one campaign, enabling faster and more accurate A/B testing. The feature is exclusive to Smart Bidding campaigns and does not support portfolio bid strategies. Advertisers can review experiment results in the Experiments tab and decide whether to apply broad match keywords based on performance.
Optimixed’s Overview: Streamlining Broad Match Keyword Testing with Google’s Latest Experiment Feature
Introduction to Google’s New Experiment Setup
Google Ads is enhancing how advertisers perform broad match keyword experiments by allowing tests to be conducted within a single search campaign instead of creating duplicate campaigns. This new setup aims to accelerate experimentation and reduce common errors by reallocating traffic and budget between control and treatment arms inside the existing campaign structure.
Key Features of the New Broad Match Experiment Method
- Single Campaign Testing: Experiments run within one campaign, splitting traffic between the original keywords (control) and broad match keyword variants (trial).
- Smart Bidding Requirement: Only campaigns using Smart Bidding are eligible; portfolio bid strategies are not supported.
- Efficient Budget Use: No need to duplicate campaigns, which saves time and reduces budget fragmentation.
- Performance Evaluation: Results are accessible under the “Experiments” tab with detailed summaries to inform decision-making.
Benefits for Advertisers
This updated approach allows advertisers to quickly test broad match keywords within their existing campaigns, providing a more streamlined workflow. By avoiding campaign duplication, advertisers reduce complexity and potential errors, enabling more reliable insights and optimized keyword strategies.
