TL;DR
Experiments split traffic between your existing campaign and a modified version. Go to Campaigns > Experiments > New experiment. Choose what to test: bidding strategy changes, ad copy variations, landing page alternatives, or targeting adjustments. Set the traffic split (50/50 is standard), duration (2-4 weeks minimum), and success metric. Google provides statistical confidence levels to determine a winner. Use experiments for major changes before rolling them out account-wide.
Overview
Experiments split traffic between your existing campaign and a modified version. Go to Campaigns > Experiments > New experiment. Choose what to test: bidding strategy changes, ad copy variations, landing page alternatives, or targeting adjustments. Set the traffic split (50/50 is standard), duration (2-4 weeks minimum), and success metric. Google provides statistical confidence levels to determine a winner. Use experiments for major changes before rolling them out account-wide.
Related Guides
See our complete guide library for detailed coverage of account setup, tracking implementation, campaign creation, audience building, creative best practices, and optimisation strategies across all platforms.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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