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by Stephen Logan on 23rd February 2011
Google's AdWords Campaign Experiments (Ace) platform allows companies to trial keywords and test various strategies.
Users of pay per click services could, for example, test out a broad match keyword that they are unsure whether to implement, Search Engine Watch suggests.
Ace makes it possible to display the keyword on only a small amount of total traffic – such as give per cent – to see what sort of impression it has.
This is a huge advantage, as the news source notes: "Pre-Experiments, your only option was to add the keyword and watch it like a hawk while hoping for the best."
A shortfall at the moment is that Ace cannot be applied to campaign settings, but the article suggests this may be rectified in the future.
According to Google, the tool allows companies to better optimise their accounts by looking at how changes to bids, ad groups, placements and keywords would impact their performance.