For those of you who use AdWords Campaign Experiments (ACE) to run experiments on your keywords, bids, placements, ad groups, ad creatives, and more, "will now be able to run an AdWords report to evaluate experiment performance instead of having to export your data to a spreadsheet for analysis," announced Google.
ACE can provide you with invaluable real-time data on how campaign changes affect your account. Whether you find that've have significant improvements to make or your account is running just fine, every experiment is a good experiment!
"ACE reports are available from the Campaigns tab (or through API!). When you run a report segmented by "Experiment," you'll see a side-by-side comparison of performance of experimental campaign changes ("experiment") versus original setup ("control"). You'll also be able to see level of statistical significance for experiment performance, which should help you judge if experiment performance was due to chance or an actual difference in performance," explains Google.
"Understanding experiment's performance can help determine whether you're ready to accept changes fully, remove changes or keep running experiment. Reports also serve as an important record of experiment outcomes as you won't see past experiment data after you've accepted or removed your changes."