Google Ads to End Campaign Experiments Without End Dates in August for Account Cleanup

May 28, 2024 at 11:46:41 AM

Google Ads to End Campaign Experiments Without End Dates in August for Account Cleanup

Google Ads has announced that any campaign experiments without an end date will be terminated in August.

This move is part of Google's efforts to help users clean up their accounts by ending unfinished experiments. The author has mixed feelings about this change.

On the one hand, they acknowledge that many practitioners set up experiments and forget about them, leading to long-running, unattended tests. On the other hand, they express frustration with the recent limitation that restricts tests to a maximum of 84 days, questioning what happens if more time is needed to reach statistical significance.

Ultimately, this change is beneficial. If you regularly monitor your experiments, you will not be significantly impacted and may develop better testing methodologies. Meanwhile, those who do not will have tighter accounts, allowing AI to take control rather than running endless, ineffective tests.

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