Google is now providing new reporting for its AdWords Campaign Experiments (ACE), which allow advertisers to test keyword, bids, placements and other variables.
The new report allows advertisers to see ACE metrics side-by-side with their regular campaigns. Previously, one had to download reports and do analysis in a spreadsheet. The results also show whether differences between control and experiment are statistically significant. A grey up and down arrow icon show that the change is not statistically significant, while different variations on blue arrows show statistically significant changes. More arrows equal more significance.
Once advertisers determine whether a particular tested improvement is different enough from the original set-up to be statistically significant, they can adopt the approach in their normal campaigns.