Google is rolling this out as a beta experiment.
How the setup works:
Control group: your existing assets
Treatment group: the alternative assets, either new creatives or existing ones
You set how traffic is split between the two
You pick a success metric, such as conversions, value or clicks
Google's Experiment Guidance estimates how long the test needs to reach statistically significant results. Google recommends running it for at least 4 to 6 weeks.
Spotted by Thomas Eccel.
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