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.