To run experiments and improve ad performance, follow these steps:

1. Define your goal: Clearly identify the specific aspect of ad performance you want to improve. For example, you may want to increase click-through rates (CTR) or optimize conversions.
2. Create a hypothesis: Formulate a hypothesis that explains how you believe a certain change will impact ad performance. For instance, you might hypothesize that changing the ad copy to be more compelling will increase CTR.
3. Design your experiment: Determine the variables you will test and the control group against which you will compare the results. For example, you could create two ad groups – one with the original ad copy (control group) and another with the modified ad copy (experimental group).
4. Implement the experiment: Set up the necessary tracking and measurement tools to collect data on the ad performance. Ensure that the experiment is properly set up within your advertising platform, such as Google Ads or Facebook Ads.
5. Run the experiment: Allow the experiment to run for a sufficient period to collect statistically significant data. This duration may vary depending on your ad reach and the volume of impressions.
6. Analyze the results: Compare the performance metrics of the control and experimental groups. Use statistical analysis to determine if the observed differences are statistically significant.
7. Draw conclusions: Based on the results, evaluate whether your hypothesis was supported or refuted. If the experimental group outperformed the control group, consider implementing the changes permanently.
8. Iterate and repeat: Continuously refine your ads and repeat the experimentation process to further improve ad performance. Experiment with different variables, such as ad placement, targeting options, or ad formats, to discover additional optimization opportunities.

References:

• Google Ads Help: About Experiments
• Facebook Business Help: Ad Experiments

By following these steps and continuously experimenting, you can improve your ad performance and drive better results.