How it works:
Microsoft Advertising has made Optimisation Experiments generally available for Search, Shopping, Audience and Performance Max campaigns. Advertisers can run controlled A/B tests covering areas such as bidding, targeting and creative, with results presented alongside the original campaign. Changes can then be applied to the original campaign or used to create a new campaign.
What’s the benefit:
Advertisers can test significant campaign changes before rolling them out across an account. This gives PPC teams a more structured way to validate changes to bidding, targeting and creative, rather than relying solely on before-and-after performance comparisons
