Test with confidence using Google Ads Experiments.

Official guide to experiments in Google Ads.
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Testing in Google Ads lets you understand whether experimental changes to your account will help you reach your business goals. Campaign experiments are a particularly powerful way to test. This guide outlines the steps to successful testing in Google Ads.

1. Decide how and what to test

  • Use Google Ads’ Experiments.

Why: This organized approach to testing creates experiment and control groups that you can use to quickly monitor results and implement changes.

Get started: Set up an experiment to test changes to an existing campaign.

  • Focus experiments on high-value levers, such as bid strategies or ad extensions.

Why: You can only test so much. Avoid wasting your resources finding low-value outcomes.

  • Use other methods to test things that campaign experiments don’t cover.

Why: Experiments aren't an option for everything that’s worth testing, such as non-last click attribution and certain automated strategies.

Read more about testing in Google Ads

2. Create experiments that produce clear results

  • Focus your tests on one variable at a time.

Why: It’s impossible to isolate the effect of any single change if an experiment updates multiple elements.

  • Design tests to reach statistical significance as quickly as possible.

Why: The faster your tests reach significance, the faster you can make updates to your campaigns to achieve improved performance.

  • Pick one metric to gauge the success of your tests.

Why: Balancing multiple metrics makes it difficult to pick a winner.

  • Avoid changing campaigns while experiments are running.

Why: Mid-experiment changes can skew your results.

Read more about creating experiments that produce clear results

3. Analyze results and choose experiment winners

  • Wait for enough data to be confident in your results.

Why: You can expect your campaign to perform similarly in the future if you are confident in an experiment’s outcome.

Get started: Learn how to monitor your experiment and understand performance.

  • Check for outliers within your top-level experiment outcomes.

Why: High-volume ad groups or keywords can skew results for an entire campaign.

  • Implement what you’ve learned in your future campaigns.

Why: The most critical step of any experiment is updating your tactics based on what you’ve learned.

  • Keep records of your experiments.

Why: Well-documented results allow you to return for insights long after any experiments have ended.

Read more about choosing experiment winners from Google Ads testing
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