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Keep each bidding test simple and only change one variable at a time
- You want your tests to reveal clearly whether automated bidding is working well, so avoid testing new ads or landing pages at the same time.
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Choose which campaign to test
- Pick the largest campaign that you’re comfortable experimenting with. Test campaigns that have been running for a while.
- Aim for campaigns and experiment splits that would provide you with at least 30 conversions in the last 30 days.
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Time your test
- Follow the recommended experiment timeline.
- Day 1: Launch the experiment following the best practices above.
- Day 1-14: Give the experiment time to ramp up. This could be 2 weeks or 3 conversion cycles, whichever is longer. Always exclude this period of time when evaluating performance.
- Day 14-44: Let the experiment run uninterrupted for at least 30 days.
- Account for conversion lag: When evaluating results, be sure to account for conversion delay by excluding any recent days from your assessment, where less than 90% of your conversions have been reported.
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