Portfolio experiments let you test changes to your portfolio bid strategies before fully implementing them. They help you understand how these changes might impact your campaigns. They also build your confidence in Search Ads 360's automated bidding recommendations. Learn more About bid strategy recommendations.
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Benefits
- Increased transparency: Learn how recommended changes might affect your campaigns before implementing them, increasing your confidence in Search Ads 360’s insights.
- Improved performance: Test different configurations and strategies to find what delivers the best results for your business goals.
- Data-driven decisions: Make informed decisions based on the actual performance data from your experiments.
When to use portfolio experiments
- Validate recommendations: When Search Ads 360 suggests bid-strategy optimization, but you’re unsure about its potential impact.
- Test new strategies: When you want to experiment with different portfolio configurations or bid strategies.
- Demonstrate results: When you need to show clients or stakeholders the impact of proposed changes using measurable data.
- Bulk Search campaign testing: When you want to test bid strategy changes across a large number of Search campaigns.
- Efficient bid strategy rollout: When you want to quickly and easily implement a successful bid strategy across multiple Search campaigns.
Options to create experiments
There are 3 main ways to create experiments in Search Ads 360:
- From a bid strategy recommendation: This option quickly sets up an experiment based on a recommendation provided by Search Ads 360. The experiment setup is pre-populated with suggested changes, making it easy to test and validate the potential impact of the recommendation.
- Custom experiments: This option provides more flexibility and control over the experiment setup. You can define custom scenarios like testing different portfolio configurations against each other or experiment with various targeting strategies. You can compare multiple scenarios simultaneously and tailor the experiment parameters to your specific needs.
- Multi-Target Portfolio experiments: This option lets you start a Multiple Target ROAS or Multiple Target CPA bid strategy. This uses a 50/50 traffic split and allows you to create an MTP experiment directly from the bid strategy creation page.