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How a Vantage pilot is set up

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A pilot answers one question: does bidding on Vantage's values bring you more revenue than your current setup, at the same spend?

Before the test

  • Your data source is connected and its data checks pass.
  • Each Google Ads account counts each purchase once.
  • The models are deployed, between day 30 and day 60 of the 90-day pilot.

The test

On Google Ads, the test is a Google Ads experiment with a 50/50 split. Two halves run at the same time:

  • Current setup keeps bidding on your own purchase action, as today. The test never edits it.
  • Vantage is the experiment's trial. It bids on the Tapper goal only.

Budget and ads are the same in both halves. The value they bid on is the only difference.

For Performance Max campaigns, Tapper agrees the split with you before launch.

How long it runs

  • The pilot is 90 days in total. The test runs from the day models are deployed to the read on day 90.
  • The first two weeks of the test are learning, while Google adjusts to the values. They are left out of the result.
  • Tapper checks in with you every two weeks.

How much volume

  • For leads, aim for about 500 leads a month in each half after the split.
  • For a store, each test campaign needs enough conversions for Google's value-based bidding.
  • If your sales cycle runs 60 days or more, the pilot is judged on an earlier step that shows within one to two weeks, such as a qualified lead or a booked meeting.

Which campaigns

  • Campaigns with enough conversions for Google's value-based bidding.
  • Campaigns on Maximize conversion value or target ROAS, not limited by budget.
  • Brand campaigns are read apart from non-brand.

Written down before launch

Tapper records the test before it starts: the campaigns, the split, the start date, the learning days, the read date, the main measure and the rule that decides the result.

Where you follow it

  • Vantage > Results: the pilot's stage and day.
  • Experiments > Vantage tests: each Vantage test and its result against your current setup.
  • Vantage > Signals sent: the values Google accepted each day.

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