A/B Testing Using Google Ads

Google ads offers some great metrics when using the ads.google.com platform. I was able to run two different video advertisements under one campaign. One video was added in-stream and on video display. The other video was also added in-stream and on video display. This allowed me to run four video types on Google Ads.

               I wanted to run an A/B Test and compare what is working and what isn’t working with the videos that I ran. In my first video, I had a voiceover discussing the marketing funnel paired with audience segmentation. There was a little music in the background and great visuals to aid the content. In my second video, I removed the voiceover for the first ten seconds of the video. I did this because people can typically skip your video after five seconds, so I wanted the change to be noticeable quickly. I also added some different imagery within the first 30 seconds of the video. The music remained the same.

               I set the video ads to run for three days straight and included 6-7 countries. I excluded a few states to ensure no one I knew could see the ad and mess up the data. From there, I let the ads run on the Google Ads platform and I watched the impressions and views roll in.

               One of the first things I noticed was that the in-stream videos were gaining more views and overall engagement than the video display ads were. On both the video with the voiceover and no voiceover, the in-stream video outperformed the video display ad. I was glad to have so much data at my fingertips.

               Whenever you consider running video advertisements, give A/B Testing a try. It can really help give insight into what works for your audience and what doesn’t. The best part is, Google Ads is an intuitive website and easy to navigate. You have all the answers you need right at your fingertips. Good luck with A/B Testing on the Google Ads platform.

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