Running a google ads campaign can be a case of email list you're damned if you do and your damned if you don't. If the campaign turns out to be a flop, you're obviously in trouble, but if it succeeds, you may encounter other challenges. Campaigns that are successful over a long period of time can present challenges in continuing to deliver performance and add value. In my experience, new google ads accounts offer quick wins and easy results. Over time, these become less apparent and there is more need for innovation. One of the ways we've been able to deliver performance over time on already performing accounts is through campaign drafts and experiments. In this case study, we were running a campaign for a large legal client over five years. The results have been phenomenal over the period and we have experienced tremendous growth. The google ads campaign was in a mature state where we were happy with performance and cpa levels, but were challenged to continue driving lead growth. In email list this competitive industry, it was important to constantly test features and push new boundaries. For a year, we conducted 80 experiments to test a wide range of features. We'll walk you through some of these tests, the results we received, and what we learned. Campaign drafts and tests before doing so, a brief summary of campaign drafts and experiences is in order. We'll call these "Experiments" for short. This google ads feature helped us resolve the email list issue and continue to deliver performance in a mature account. The basic process of using the tool is:clone an existing campaign as a new draft make the changes you want in this draft to test some assumptions run this draft with the original campaign for a while split traffic between draft and campaign (usually 50/50) as an a/b test report results in real time throughout the test and provide updates when results are statistically significant.