The Adalyzer is a useful feature to continuously improve the performance of your campaigns. It allows you to conduct A/B tests on text ads in order to evaluate their performance and make decisions about which ads to keep and which to pause. Within each template, you can test several ad templates against each other.
The Adalyzer compares your ads at the ad group or template level and determines which performs best. In case the test finds no statistically significant test winner on ad group level, it also analyzes if there is a winner on template level. Gathering more information on ad template level, the Adalyzer will be able to test if there is an ad template which outperforms the others. In case the test succeeds, it will recommend pausing the ads that were built with the worst performing ad templates. Adalyzer results provide an upload-ready CSV file containing a list of ads recommended to be paused. If there is no test winner or not enough data, it keeps all ads active so as not to loose any potential revenue.

Step 1: Create the test

Adalyzer test creation is only possible if a template has two (2) or more text ads. To start a test, simply click on “Create test” in the template details page. This will open a window to select options for the tests.
Note: Before running the adalyzer, please ensure that ads are set to rotate indefinitely in Google AdWords campaign settings.
Create test from within a template

Step 2: Define settings

In the window, the ads that will be tested are shown, but there are also two settings to choose from. First, the level on which the optimization should be performed can be selected. Either on template level or alternatively on ad group level. As stated above, a comparison of ads on template level will also be performed on ad group level, if no statistically significant test winner could be obtained. While tests on ad group level are more granular and have the template level as fallback, they are also harder to manage. Tests on template level are more transparent and easy to manage, but can be less effective.
The second setting is which KPIs the Adalyzer should take into account when optimizing. The options are CTR and CTR & CR.
Define settings

Step 3: Monitor your test

Each test runs for 30 days, which you can monitor on the Adalyzer “Tests Overview” page. Here you can see a list of running and finished tests. You will be blocked from making changes to the tested text ads to ensure the accuracy of the Adalyzer results. However, you can stop the tests at any time by clicking on “Cancel test” and download partial Adalyzer recommendations thereafter.
In the template for which a test is running an indication offers to either access the “Tests Overview” page or cancel the test.
Access to the test from within the template
Access the tests and download the results

Step 4: Download Adalyzer results

To apply suggested changes, click the “Download” button in the tab “Finished tests”.
Access the tests and download the results

Before the download of the file with the changes starts, there are still two more options to choose from. The worse performing ads can either be paused or removed. The latter will also remove their history. The other option is whether to apply the clean up tool or not.
The clean up tool will make a decision based on CTR for all ad groups, which have still more than one text ad active after the Adalyzer test is finished. This applies to all the ad groups for which no decision could be made (69% in the example below) plus the ones where some decision was made, but more than one active ad still remains.
Settings for the download
When the clean up tool should be applied, the downloaded file already contains all the decisions from it. At last, upload the results to Google AdWords account through the AdWords editor.

Step 5: Keep testing

Check the performance of the ad templates and create new iterations based on the best ad template(s). This will help to improve the results even further.