Experiments FAQ

What are experiments?
Experiments allow you to compare the performance of different ad settings. They can be used to help you make informed decisions about how to configure your ad settings, and can help you to increase your earnings.
Which ad settings can I compare in experiments?

The following ad settings are available for use in experiments:

  • Ad units: All ad type and text ad style settings are available for experiments.
  • Allow & block ads: The following ad blocking settings are available for experiments:
    • General ad categories (including first level sub-categories)
    • Sensitive ad categories
    • Ad serving opt-outs (e.g., enhanced text ads, expandable ads, etc.)
Can I run more than one experiment at the same time?

It depends on the type of experiment you want to run. For instance, you may only run one property-level experiment (e.g., "Allow & block ads") at a time, but you may run both property-level experiments and ad unit settings experiments simultaneously.

How do I run an experiment?

There are two ways to run experiments. You can either:

Can I change the name of my experiment?
Yes. You can change the name of your experiment at any time.
Will I have to change my ad code?
No. You don’t need to make any changes to your ad code to run an experiment.
How long will my experiment take to finish?
You choose when to end your experiment. We recommend that you wait until one of the settings reaches a 95% or greater confidence, and then choose that setting as the winner. Depending on the volume of traffic to the settings that you're running the experiment on, this might take from several days to one or two months.
How do I know if my experiment is successful?
Your experiment is successful when either your original ad setting or the variation you created for the experiment clearly demonstrates a higher revenue (RPM) than the other.
Do I have to choose the winner of an experiment?
Yes. It’s up to you to monitor the progress of your experiment and then decide whether your original ad setting or the variation you created for the experiment is performing better.
What if my variation settings perform more poorly than my original ad setting?
If you've chosen to let Google optimize the traffic split for your experiment, you'll see the traffic shift towards the better performing settings, i.e., your original ad setting in this case.
How do I choose a winner?

To choose the winner of your experiment, you should:

  1. Review the performance of your original versus the variation you created for the experiment.
  2. Choose your winner based on which version has the highest revenue (RPM).
Can I stop an experiment part way through?

Yes. You can end an experiment at any time by clicking Stop experiment on the experiment’s page in My ads. We’ll revert your settings back to the way they were before you started the experiment.

What if I don’t want to run an experiment?

If you see a recommendation in your Home page and you don’t want to run an experiment, you can choose to either click:

  • Make this change to implement our recommended settings
  • No thanks to dismiss the recommendation.
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