When deciding between updating your original campaign and converting to a new campaign, ask yourself: "Did my test involve a learning phase?" Yes? Switch to a new campaign. Nope? Update your original campaign. Elkins covers three case studies where he tests the assumptions of new campaign projects, which you can find in his slides. There's More to Testing Than 9 Billion Ads by Search Marketing Expo's Michael Elkins - SMX Overall, it's worth trying out new campaign drafts for yourself, as it opens up new test scenarios that were impossible in the past. Setup is simple and intuitive, and split statistics help quickly identify significant changes in relevant KPIs. However, since
AdWords is essentially duplicating the campaign for the test, there are a few things that weren't covered in the session that are worth knowing. For example, if you are using third-party keyword-level tracking, remember to differentiate those in the draft from jewelry retouching service the original; otherwise, we will end up having a duplicate tracking. It's also important to ensure that the settings and bids are consistent or intact for the duration of the test - if kept in only one of the two campaigns, the results will not be conclusive. Also, it's worth mentioning that the new campaign drafts are not yet applicable to Shopping, which in this case, we would need a planned A/B test.
If you work with Shopping campaigns, I've covered how to implement A/B testing at SMX London, which you can find here. Taking audience targeting to the next level I found another incredibly dynamic session, which was “Taking Audience Targeting to the Next Level,” presented by David Szetela, Andy Taylor, and Michelle Morgan. Clearly, 'target audience' is a cornerstone that all campaign managers need to invest time in, and at first glance this may seem like a low hanging fruit - but this session introduced crème de la crème techniques that marry targeting