Google Ads has finally rolled out a beta feature that lets you A/B test images and videos within Demand Gen campaigns and it’s a game-changer for creative optimization. Here’s how it works and what to watch out for:
How It Works:
1) Set Up the A/B Test
- Head to your Google Ads account and start by creating an experiment.
- Choose your original Demand Gen campaign as the control arm.
- Google Clones Your Campaign
- Once you confirm, Google duplicates the campaign and designates it as the treatment arm.
- You can now swap out images or videos in this treatment version to test against your original creatives.
2) Adjust Traffic Split & Budget
- Default split is 50/50, but you can adjust it as needed.
- Set your overall budget and define start and end dates.
3) Monitor Results
The system will collect data on key metrics like CTR, engagement, conversions, and CPA, broken down by each arm.
Things to Keep in Mind:
Edits Sync One-Way Only
- Changes made to the control campaign (original) will sync to the treatment arm.
- Changes made to the treatment arm will NOT affect the control , so don’t touch it once saved.
Avoid Post-Save Edits
To preserve test integrity, avoid editing your treatment campaign once the experiment begins.
If you need to make changes, cancel and restart the test.
Opt-In Features
You can see if your creatives are enhanced with optional features (e.g. video enhancements) in the experiment dashboard.
Why Use It?
This feature gives you real performance insights into what creative elements actually move the needle. No more guessing which banner or video ad will perform better — now you can test and let the data decide.