Google launches new Broad Match experiments for faster and error-free campaign testing

Google is introducing a new method for conducting broad match keyword experiments and A/B testing that aims to deliver faster results and reduce common experimentation errors by diverting traffic and budget within the existing campaign instead of creating a campaign copy for the experiment treatment arm.

Benefits of the New Broad Match Experiments

• Faster results: Using a single campaign allows quicker insights.
• Minimal setup errors: Both control and treatment arms exist within the same campaign, reducing setup and synchronization issues.
• Shorter learning period: Traffic remains in the same campaign, which reduces the learning phase.

How It Works

Search feature experiments let advertisers test key Search Ads features like Broad Match keywords. Previously, experiments required copying the campaign. Now, traffic and budget are split evenly within the existing campaign:

• Control group: A percentage of the campaign with original keywords.
• Trial group: The remaining percentage with original keywords plus Broad Match versions.

After the experiment, advertisers can evaluate performance and decide whether to apply the experiment, which adds Broad Match keywords to the campaign.

Steps to Implement

• Through the Recommendations page:

  1. Go to Recommendations in the Campaigns menu.
  2. Select "View XX recommendations" under the “Add broad match keywords” card.
  3. Click the 3-dot icon beside the campaign to use.
  4. Select "Apply as an experiment."
  5. Set start/end dates and name the experiment.
  6. Create the experiment.

• Through the Experiment page:

  1. Go to Experiments in the Campaigns menu.
  2. Under "All Experiments," select "Create Experiment" in the “Add Broad Match keywords” card.
  3. Set dates and name the experiment.
  4. Create the experiment.

Alternatively, set up Broad Match experiments by selecting the plus button on the Experiments page, choosing Campaign features and settings, then Broad Match keywords for Search campaigns.

Reporting and Applying Results

• Results appear under the “Experiments” tab with an expanded “Experiment summary” view.
• Two options to apply results:
  1. Automatically apply changes if results are favorable (selected during setup).
  2. Manually apply after the experiment ends from the Experiments table.

Differences Between New Broad Match Experiments and Custom Experiments

Feature	New Broad Match Experiments	Custom Broad Match Experiments
Keyword setup	Automatic	Manual
Reporting surfaces	Experiments platform, Keywords Page	Experiments platform, Campaigns Page, Reports via report editor, Keywords Page
Ramp up time	Reduced, faster results	May require longer ramp up for trial campaign

Custom Experiments remain available for those who prefer or require separate control and treatment campaigns through campaign copying.

Additional Information

The new approach is part of Google's broader effort to improve Search Ads experimentation, with links to resources about experiments, custom experiments, and related features.