Challenge
UK Airline BMI & MPG Media Contacts believed that clicks could be increased within a budget constrained campaign, by lowering bids to an optimal point, and wanted to evaluate the true impact of making these changes.
Solution
Google supported the test, by modelling campaign data to estimate the optimal bid adjustment to maximise clicks within a constrained budget.
The bid recommendations were applied in a split campaign test using the AdWords Campaign Experiments feature in the AdWords Front End.
50% of queries triggered the test campaign with the optimised bids, and the remainder triggered the control campaign with the original bids.
The test ran for approximately one week in September 2010.
Results
Comparing the test and control campaign versions, the bid changes delivered 51% more clicks for the same daily budget at the final optimised bid level.