Google Ads introduces Campaign Mix Experiments (beta), a testing framework that enables advertisers to test multiple campaign types, budgets, and settings within a single unified experiment. This feature allows running experiments across various campaign types to identify the most effective strategies for business goals.
Benefits of Campaign Mix Experiments
Campaign Mix Experiments let advertisers combine Search, Performance Max, Shopping, Demand Gen, Video, and App campaigns in one experiment with multiple arms. It helps optimize budget allocation by understanding how to distribute budgets across campaigns to maximize ROI. Advertisers can test different bidding strategies, targeting options, and settings to gain deeper insights and improve campaign performance.
Key Features
- Select existing campaigns and assign them to up to 5 experiment arms.
- Test account structures to find ideal campaign combinations.
- Evaluate campaign consolidation impacts.
- Optimize budget allocation across campaign types.
- Compare performance of different features or settings.
- For specific features like Broad Match, Google recommends dedicated feature experiments instead.
Before You Begin
- Up to 5 experiment arms can be created, with any number of campaigns per arm.
- Available for all campaign types except Hotel campaigns.
- Supports custom and even traffic splits across arms (minimum 1%, no decimals).
- The same campaign can be in multiple arms with traffic split accordingly, but no two arms can be identical in campaign composition.
- Google recommends having a clear experiment plan and consistent budgets per arm unless testing budget differences.
This framework offers a unified approach to experiment with multiple campaign types and settings to identify the most effective strategies aligned with business goals.
