Biggest Mistakes with Google Ads Experiments

Mistake 1: Testing things that aren’t relevant yet

In the world of Google Ads Experiments, you can waste a lot of time testing meaningless things. Every experiment has an opportunity cost, because it means waiting 2-4 weeks gathering conclusive data.

So you need to know that the tests you’re running are appropriate for the stage your campaigns are at.

Determine your most pressing bottleneck and test that first before you move on to the rest. 

Mistake 2: Ending experiments too quickly 

Another mistake is stopping experiments too early.

Some advertisers will set up a new experiment, let it run for a few days and make changes based on the results.

This is too soon for Google Ads to make a statistically significant decision and will often lead to inconclusive or invalid results.

You need to get past the learning period in order to observe the actual performance of the change you’ve made.

As a rule of thumb, let experiments run for a minimum of 2 weeks.

Mistake 3: Testings things that won’t make a big difference

Similar to mistake no.1,  because of the flexibility of custom experiments,  advertisers will try to test anything and everything, most often things that won’t make a huge difference down the line. 

For example testing one headline in an ad that has 10 headline options.

If you’re creating experiments, make sure you’re testing things that will move the needle.