Google deploys streamlined video experiences to make it easy for advertisers to test creative variations and measure their impact.

Main features:

1. Quick setup: create experiences in just a few clicks
2. Automatic duplication: the system creates a processing arm from the control campaign
3. Flexible confidence intervals: Get directional results in days, with increasing confidence over time
4. Asset Testing: Easily add or remove assets to compare performance

Why we care. You should pay attention to Google’s new video ad experimentation tool because it simplifies A/B testing, enabling faster, data-driven optimizations of creative assets with the ultimate goal of improving video campaign performance and return on investment (ROI).

In figures:

• Confidence intervals can reach up to 95% statistical significance (according to Google internal statistics)

How it works:

1. Choose an existing or new campaign as a control
2. The system duplicates it for the treatment arm
3. Edit assets in the treatment arm
4. Compare results according to key indicators

Metrics measured in, for example, a brand lift study:

• Cost per view
• Cost per conversion
• Brand Enhancement
• See the price
• Clicks
• Conversions

Between the lines. This tool aims to simplify the often complex process of A/B testing for video ads, making it more accessible to a wider range of advertisers.

What’s next. The feature is now available for Video Reach and Video View campaigns.

The essentials. Google’s new video testing tool offers advertisers an easy-to-use way to optimize their video ad creative and improve campaign performance.