Microsoft Advertising announced that optimization experiments is now generally available for Search, Shopping, Audience, and Performance Max campaigns. An Optimization experiment measures the impact of a campaign change through a controlled A/B test, Microsoft's help center explains.
This allows you to run controlled A/B tests for bidding, targeting, creative, and more to see how a change affects performance before you roll it out, Microsoft wrote. "A unified results page helps you compare your experiment against your original setup side by side. When a change wins, it can easily be applied to the original campaign or used to create a new one. Learn more in our Experiment with your campaigns help resources," Microsoft added.
Here is a screenshot from the Microsoft Advertiser's console:
Microsoft Advertising creates a treatment campaign from an eligible control campaign and splits budget and traffic between them. You can update the treatment campaign settings, compare its performance with the control campaign, and then apply a successful treatment or end the experiment.
You can learn more in this help document.
Forum discussion at LinkedIn.
