Experiments are only as useful as the results they produce. For those of you who use AdWords Campaign Experiments (ACE) to run experiments on your keywords, bids, placements, ad groups, ad creatives, and more, you’ll be happy to know that you can now run an AdWords report to evaluate your experiment performance. You can evaluate data in your report or easily export to a spreadsheet (no more cutting and pasting)!

ACE reports are now one of the many reports you can run from the Campaigns tab (or through the API!). When you run a report segmented by “Experiment,” you’ll see a side-by-side comparison of the performance of your experimental campaign changes (“experiment”) versus your original setup (“control”). You’ll also be able to see the level of statistical significance for your experiment performance, which should help you judge if experiment performance was due to chance or an actual difference in performance. You can learn more about evaluating your results and statistical significance here.

Understanding your experiment's performance can help you determine whether you’re ready to accept your changes fully, remove changes or keep running your experiment. Reports also serve as an important record of experiment outcomes as you won’t see your past experiment data after you’ve accepted or removed your changes.

ACE can provide you with invaluable real-time data on how campaign changes affect your account. Whether you find that you have significant improvements to make or your account is running just fine, every experiment is a good experiment! To learn more about ACE, watch our video series on YouTube or visit the AdWords Help Center.

What are you waiting for? Ready, set, test!