Google is introducing streamlined Video experiments for advertisers, enabling easy testing of creative variations and measuring their impact.
Key features:
- Quick setup: Create experiments in just a few clicks.
- Automatic duplication: The system creates a treatment arm from the control campaign.
- Flexible confidence intervals: Obtain directional results in days, with confidence increasing over time.
- Asset testing: Easily add or remove assets to compare performance.
Why we care. This new tool from Google simplifies A/B testing, allowing for quicker, data-driven optimizations of creative elements to enhance video campaign performance and return on investment (ROI).
By the numbers:
- Confidence intervals can reach up to 95% statistical significance, according to Google’s internal stats.
How it works:
- Choose an existing or new campaign as the control.
- The system duplicates it for the treatment arm.
- Modify assets in the treatment arm.
- Compare results across key metrics.
Metrics measured include:
- Cost-per-view
- Cost-per-conversion
- Brand Lift
- View rate
- Clicks
- Conversions
Between the lines. This tool simplifies the often complex process of A/B testing for video ads, making it accessible to a broader range of advertisers.
What’s next. The feature is now available for Video Reach and Video View Campaigns.
The bottom line. Google’s new Video experiments tool offers advertisers an easy-to-use method to optimize their video ad creative and improve campaign performance.
About the author
Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024, covering paid search, paid social, retail media, video, and more. Beginning her career in 2008, she specialized in digital marketing campaigns, primarily in Paid Search, focusing on strategy building, maximizing ROI, automating repetitive processes, and enhancing efficiency in marketing through leadership roles across agencies, clients, and marketing tech. Outside her editing role, she founded the PPC networking event PPC Live and hosts the weekly podcast PPCChat Roundup. An international speaker, Anu has presented on numerous notable platforms, including SMX (US and Munich), Friends of Search (Amsterdam), BrightonSEO, and many more.
