Google is rolling out its AdWords Campaign Experiments (ACE) tool to all US advertisers, it has been announced.

Writing on the Inside AdWords blog, Helen Schindler said the feature will be free to access for all users of the company’s pay per click services.

The ACE is designed to test and “precisely measure” the effects of changing keywords, bids, placements and ad groups.

Unlike traditional optimisation evaluations, which can be complicated by fluctuations in demand, altered competitor tactics or even seasonal variations, the new system simultaneously runs experimental and existing campaigns in a split test to monitor performance.

Ms Schindler said that over the past two months, users of the beta version of ACE have reported that the tool gave them more confidence about the impact of their campaign changes, which helped to remove some of the risk from trying different strategies.

“Over the next few weeks, most US advertisers will automatically see ACE under
Campaign Settings when they sign in to AdWords,” she added.

Earlier this week, Dan Friedman of Inside AdWords said marketers should always bear their specific advertising goals in mind when selecting keywords instead of automatically adopt the ones generated by AdWords’ analysis of related queries.

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