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How to you Test Things(Platform Updates/Strategy/New Tools) that are New
Coming straight to the Question. I’m a Paid Media Exec working for an agency and wanted to understand how you guys test new things that are from Google or from other media buying platforms. Like Performance Max campaigns or changes in the attribution model or new targeting options or migration to GA4.
I find it difficult to test the new trends and updates on my client’s money/account. How do you guys test and learn this new stuffs? I was thinking of starting a new website so that I can test things I want with my own budget and now again I’m thinking about what should be the website about. Any tips on how you are solving this would really help me. Like I’m just gonna be using this for learning purposes also the efforts that go into this should be serious because only when I treat this as an actual website/business I would be getting real problems and can look at solving them.
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1 Reply
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Experimenting is what keeps me sane in this field, the fact that I can do things that save businesses real time and money is why I personally have not left PPC as a career.
Heres the methods I have used/created over the years-​
* Allocate testing budget: Request a separate budget for testing new features.
* Use sandbox/demo accounts: Experiment with features without affecting live campaigns. Here’s the link-
https://developers.google.com/google-ads/api/docs/first-call/test-accounts#create* Collaborate with teams: Share knowledge and resources for testing.
* Study case studies/resources: Learn from industry experiences and best practices. Just like from this forum, you can learn a lot from others experience.
* Create personal website/project: Test features on a self-owned website or project. You are right on.* Start small, scale gradually: Begin with limited budget/targeting and expand as you gain confidence.
* Document learnings: Keep records of tests and outcomes to refine strategies and share insights.
* The biggest things that has helped me personally- Following my gut backed with data. Like using broad match keywords with a huge negative keyword list, everyone told me broads kill google accounts but it is saving hundreds of dollars for my big clients. I cant still make it work for small accounts.
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Your agency should be teaching you how to test and run experiments on client ad accounts. A good rule of thum is if you are above a client’s KPI, have the budget and think a test could lead to a better outcome than what is happening in the ad account. It could be worth testing. Also worth bringing up these ideas on client calls too.
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