Pause underperforming ads with this updated AdWords script
If you are running tests on your ads but don't know how to interpret the results, contributor Daniel Gilbert has an updated AdWords script to help you pick which ads are performing best.
It’s no secret that split (A/B) testing is an essential part of a successful AdWords campaign.
I’m a big advocate of scientific testing, and it is a core part of how my company, Brainlabs, approaches paid search campaigns.
Some time ago, I shared our A/B testing script, which enables you to set up control and experiment campaigns that are alternately paused and resumed, and then emails you when the test has significant results for click-through rate (CTR) or conversion rate (CR).
However, there’s no point in running tests if you don’t know how to interpret the results. That’s why we made our Rotating Ad Copy script, which helps you choose which ads from your test have the best performance.
We’ve now updated the script to make it even better!
There are three main updates to the Rotating Ad Copy script:
- It works better with the expanded text format — better late than never!
- You can automatically label ads as winners or losers, allowing you to easily check which ones are underperforming.
- The script can now also pause the losing ads, so you can be assured that you’re not wasting any more impressions.
What does it do?
While running an ad copy test, this script identifies the best ad in the experiment and shows you how much better your account would be doing if you paused the losing ads.
It goes through each ad group to find the best ad, and then works out how many extra impressions that ad would have gotten if the other ads had been paused by using an estimate of average impressions and total impressions of the ad group.
This is especially useful if you’ve got a big account and have lost track of all the tests going at the moment.