<< by Nicole Bandy on September 5th, 2013
Just like we learned from our friend Bill Nye the Science Guy, every experiment must have an independent variable, a dependent variable and a control variable. So if you want to run experiments with your PPC ads, the AdWords Campaign Experiments tool can help you do this, and set your tests up properly.
The benefit of using the AdWords Campaign Experiments tool is that it creates the conditions of a real statistical experiment by comparing your changes against a control. This also lessens the risk of unfavorable results on your whole campaign by only applying changes to part of your audience.