Companies utilising Google's AdWords pay per click marketing services may now find it easier to monitor the impact of any changes they make thanks to a new feature.

Campaign Experiments was introduced across the organisation's global sites in September in order to measure the performance of elements such as keywords, bids, ad groups and placements.

Now Google's AdWords blog has announced functionality has been extended to the ads themselves, meaning firms can test changes to their marketing strategies and analyse the impact they have in order to make the best use of the platform.

The software enables marketers to experiment by making changes on a certain percentage of promotions, which it then compares to the rest of a campaign.

It can also test text against display advertisements and analyse them together on a user's Display Network page, as well as use ad rotation to allow marketers greater control over which ads are shown at certain times.

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