Google is rolling out streamlined Video experiments for advertisers to easily test creative variations and measure their impact.
Key features:
- Quick setup: Create experiments in just a few clicks.
- Automatic duplication: System creates a treatment arm from the control campaign.
- Flexible confidence intervals: Get directional results in days, with increasing confidence over time.
- Asset testing: Easily add or remove assets to compare performance.
Why we care. You should pay attention to Google’s new Video ad experiment tool because it simplifies A/B testing, allowing for faster, data-driven optimizations of creative elements with the ultimate aim to improve video campaign performance and return on investment (ROI).
By the numbers:
- Confidence intervals can reach up to 95% statistical significance (according to Google internal stats).
How it works:
- Choose an existing or new campaign as the control.
- System duplicates it for the treatment arm.
- Modify assets in the treatment arm.
- Compare results across key metrics.
Metrics measured in for example, a brand lift study:
- Cost-per-view.
- Cost-per-conversion.
- Brand Lift.
- View rate.
- Clicks.
- Conversions.
Between the lines. This tool aims to simplify the often complex process of A/B testing for video ads, making it more 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 a user-friendly way to optimize their video ad creative and improve campaign performance.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
