About ad variations

Ad variations allow you to easily create and test variations of your ads across multiple campaigns or your entire account. For example, you can test how well your ads perform if you were to change your call to action from "Buy now" to "Buy today." Or you can test changing your headline to "Call Now for a Free Quote" across ads in multiple campaigns.

How it works

With ad variations, you can review the performance of your variations and apply the modified ads to your account.

Create your ad variation

To create an ad variation, follow these guidelines:

  1. Select the scope of variation: You can create variations for your entire account, a specific campaign, or you can create a custom scope.
  2. Select your ad type: Select responsive search ad as your ad type.
  3. Create your variation: For example, you could find “Local Hotels” and replace the phrase with “Nearby Hotels”.
  4. Set your variation details: Choose important details like end date and percent of traffic to show the modified ads.

Learn more about how to Set up an ad variation.

View your ad variation performance

You can view the overall ad variation results and drill in to determine how the modified ads are performing compared to original ads.

Apply your ad variation

Once you are happy with the ad variation experiment results, you can apply the modified ads to your campaign. You can also choose to replace your existing ads or create new ads with the variations.

When to use

Ad variations are best used when you want to test one change across multiple campaigns or your entire account, while custom experiments are best to test multiple simultaneous changes on a smaller scale.

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