Major ad media, including Google and Yahoo! Ads, have a function for splitting and testing campaigns, but this time we will introduce how to perform AB testing using the "testing function" of Microsoft Ads.
If you are considering AB testing with Microsoft Ads, please refer to this article.
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Table of Contents [ Hide ]
What is Microsoft Ads' "Test Feature"?
Benefits of using Microsoft Ads' "Testing Feature"
How to perform AB testing using Microsoft Ads' "Testing Feature"
Example of actual use: AB testing bidding strategies and comparing them with ROAS
Things to keep in mind when AB testing Microsoft ads
1. Ensure sufficient verification period
2.Decide on the evaluation criteria
3. Don’t change too many elements at once
summary
What is Microsoft Ads' "Test Feature"?
The "Testing Feature" in Microsoft Ads is an AB testing feature implemented in Microsoft Ads.
Using the testing feature, you can verify various changes to your account without affecting the original campaign .
For example, it is a convenient feature that allows job seekers phone number list you to run the original campaign and the test campaign side by side to compare the results for each element that determines the results of your ad account, such as bidding strategy, audience, and delivery space.
*Please note that the testing feature can only be used with "Search Campaigns". It cannot be used with "Shopping Campaigns".
<Examples of using Microsoft Ads' test function>
・ Changing the bidding strategy
・ Changing the audience
・ Changing the transition destination or ad portion
・ Changing the ad display option
・ Changing the delivery surface
Reference: Examples and tips on how to test (official website)
Benefits of using Microsoft Ads' "Testing Feature"
Usually, when you make changes to settings such as bid strategies or keywords in an ad account, the machine learning may enter re-learning mode. The learning period varies depending on the account, but while the machine learning is in re-learning mode, ad acquisition efficiency may temporarily decrease.
However, by using the testing function introduced here, you can test whether the changes will improve performance without making any changes to the original campaign, so the major advantage is that you can deliver ads without reducing ad acquisition efficiency.
How to perform AB testing using Microsoft Ads' "Testing Feature"
From here, we will introduce the procedure for setting up AB testing using the Microsoft Ads testing function.
Basically, you can proceed with setting up your account by following the help, but here we will explain using screenshots of the actual management screen.
Reference: Discover possibilities through testing (official site)
* If you are using the new Microsoft Advertising navigation , the capture and UI may differ.
1. Select the campaign you want to test and click the "Experiment" button
2. Click the "Create" button
3. From the "Create Test" screen, update the relevant fields and press the "Save" button.
Ad delivery for the campaign created for the test will be delivered by dividing the budget allocated to the original campaign.
If you want to change the budget division ratio, you can change it in the "Test division" field on the test creation screen.
Also, by opening "> Advanced Options" at the bottom of the screen , you can choose whether to base the test campaign traffic on search or cookies. Select
search-based if you are AB testing account bidding settings such as automatic bidding, and select cookie-based if you are AB testing creatives such as images and ads.
4. Create a "test" campaign
If you want to change the bidding settings for the test campaign, select the test campaign after creating the test and change the settings.
After creating the test campaign, you can check the delivery performance by comparing the results of the original campaign and the test campaign, as shown in the screenshot below.