The Optimization tab

Create an experiment

Once you've decided which ad settings you’d like to test in your experiment, you can go ahead and set it up.

To create a new experiment:

  1. Sign in to your AdSense account.
  2. In the left navigation panel, click Optimization.
  3. Click Experiments.
  4. In the "Create a new experiment" section, click the type of experiment you want to create.
  5. Give your experiment a name.
  6. This step is different, depending on which type of experiment you’re creating:
    If you’re creating an “Ad unit settings” experiment:
    1. Select the ad unit that you want to use in your experiment from the drop-down.

      If any of your ad units are grayed out, it means that they’re not eligible for use in your experiment. View the list of ad units that can’t be used in experiments.

    2. Select the setting that you want to test in your experiment from the drop-down.
    3. Select which settings you’d like to change for the variation. For example, if your original ad unit is “text ads only", you could set your variation to be “display ads only”.
    If you’re creating an “Allow & block ads” experiment:

    Choose the ad blocking settings that you want to compare in your experiment. For example, if you currently block the “Dating” sensitive ad category, you could set your variation to allow dating ads. To add a variation to your experiment:

    1. Select the setting that you want to test in your experiment from the drop-down. (e.g., "Allow and block sensitive categories"), then click Add.
    2. In the window that opens, click Approve or Block next to each category or ad serving opt-out that you want to compare in your experiment.
    3. Click Done.

      You can add multiple variations from each of the different settings to your experiment. If you need to remove a variation, click Remove next to that variation.

    If you’re creating an “Ad balance” experiment:
    1. Use the slider to set the ad fill rate that you want to compare against your current ad fill rate. Learn more about ad balance.
      Click Change current setting if you want to adjust your existing ad fill rate before you start your experiment. 
  7. Select whether you'd like Google to choose the winner for you. Google will automatically apply the winning setting after your experiment has finished.
  8. Click Create.

    Your experiment now moves into the “running” state, and we start collecting data.

You might have to wait a few days for the initial results of your experiment to appear.
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