Ad testing is massively important.
But you knew that already. You’ve set up all your ad groups with multiple ad copy variants.
But the thing is, you don’t want to test for its own sake. You can’t just write a bunch of ads and leave them. At some point, you have to make decisions — keep the winners and lose the losers. If you keep showing losers, you’re missing valuable clicks and conversions.
But if you’ve got a big account, it’s easy to lose track of all the tests going on. And if you’ve just inherited an account, you have no idea what tests were set up in the first place!
And that’s where the latest AdWords script from the team at Brainlabs comes in…
The script below goes through each ad group and finds the best ad. Then, it works out what could have happened if the other ads had been paused and all their impressions had gone to the winning ad. That tells you how much you’re missing out on (and which ad groups should be priorities when setting up new tests).
To do this, the script assumes the same number of total impressions for the ad group, but with the average performance — CTR, CPC and so on — of the winning ad (or ads, if there’s a tie).
Obviously, these are just simple assumptions. Realistically, the performance would vary because those impressions may have been of different quality (and even the number of impressions could have been different, because this ad/keyword combination could have a higher Quality Score and be eligible for more searches). However, it’s enough to give you a rough estimate.
You get to choose which metric makes an ad a winner — CTR is an obvious choice, but if you have enough converting traffic, then you can use conversions per impression, or value per impression, or something entirely different.
Note that there’s no statistical significance checking in the script — it just checks against click and impression thresholds — so if there are ad groups where the performance is close, you may want to check for yourself whether the winner really is the winner.
Oh, and the script looks at mobile-preferred ads separately from all device ads. After all, the mobile-preferred ads should be picking up all of the mobile traffic. If we treated mobile ads like regular ones, it would be inaccurate, as mobile traffic tends to be very different from desktop and tablet traffic.
To try this out for yourself, make a blank Google Sheet and take note of the URL. Then copy the script below, paste it into a new script in your account and change a few settings at the top:
Once you’ve authorized and run the script, you should get a report with three worksheets. There’ll be an overview sheet, a bit like this:
Additionally, there will be All Device Ads and Mobile-Preferred Ads sheets, which give you ad-group-level detail (including which ad was the best):Some notes:
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