Google has introduced a new video experiment feature. According to Google, the tool will enable advertisers to test creative variations. The feature duplicates a selected "control" campaign. It then compares their performance differences.

Amy Yale, Global Product Expert for Video Experiments, said the feature will let advertisers “gain insights into how different creative variations affect your campaign performance.”

Google says the video tests will let advertisers measure campaign impact on metrics like cost-per-view, cost-per-conversion, and Brand Lift. Advertisers can add or remove assets to understand the campaigns' impact. 

How the video experiment tool works

The feature works by selecting a campaign to serve as a control. It then duplicates it for a treatment arm. Then, it modifies the assets in the treatment arm to compare results.