Finding Success with AdWords Smart Bidding
When testing Smart Bidding or another automated strategy, you want your tests to reveal clearly whether automated bidding is working well for you.
Keep each bidding test simple, consistent and focused on one KPI
The cardinal rule is: Keep things simple. You want your tests to reveal clearly whether automated bidding is working well for you. So resist the urge to also test new ads or landing pages at the same time and then try to interpret those results together. Stay focused on automated bidding and you’ll find it easier to see what’s happening and be able to troubleshoot any issues.
We recommend using campaign drafts and experiments to compare your current bidding strategy to something new. This allows you to clearly evaluate the results of your test. For example, you can run an experiment to compare Target CPA automated bidding to manual bid changes or your third-party bidding solution. That way you can see whether or not automated bidding will improve performance for your account.
Choose the largest campaign that you’re comfortable experimenting with
When testing, it’s important to pick the largest campaign that you’re comfortable experimenting with. In testing, more data means more confidence. Automated bids rely on account history, so they’ll perform better in a larger campaign with more past data to look at. Keep your experimental split at 50% when possible so that you can generate significant results as quickly as possible.
Shoot for campaigns and experiment splits that will provide you with at least 30 conversions in the last 30 days. For the campaign you’re testing, multiply your experiment split by the conversion volume of the campaign and make sure you get 30 conversions. For example, if you are only going to put 10% of campaign traffic in your experiment, you’ll want a campaign that generates 300 conversions per month. An experiment with a 50% split, by contrast, would only need 60 conversions.