Set up an ad variation

This article only applies to the new Google Ads experience. Determine which Google Ads experience you’re using.

Ad variations makes it easy for you to test multiple versions of your ads by changing up the headline or description text, testing out different promotions, or highlighting the benefits of your products and services in various ways. Variations cannot be applied to final URLs. 

This article explains how to set up and edit an ad variation. If you would like to learn about the benefits of ad variations and when to use them, go to About ad variations.

Set up an ad variation

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Drafts & experiments.
  3. Click Ad variations.
  4. Select the campaign you want to run ad variations for. You won’t be able to create multiple ad variations for the same campaign in the same date range.
  5. To create a new ad variation, click the plus button .
  6. You can establish rules in the Filter ads section:
    • Filter text ads by the headlines, description, and path fields.
  7. Click Continue.
  8. In the "Create variation" section, choose which type of variation you want to apply to your ads. Keep in mind that variations are case sensitive. Select an option from the list.
    • Find and replace. Finds text within the ad and replaces it with another. For example, you may want to test a variation of your ad by replacing “Book now” with “Call now.”
    • Update text. Modifies existing text in the ads.
    • Swap headlines. Swaps headlines 1 and 2.
  9. Click Continue.
  10. In the "Set variation details" section, give your ad variation a name.
  11. Set the Start date and End date of when you want to run the ad variations. Your ad variation will automatically start running on the date you select. If that date is today it will start running soon. 
  12. In Experiment split, enter the percentage of your campaign’s budget you wish to allocate for the ad variations. Your ad variation and original ads will be split by assigning cookies to users. That means users may see only one version of your ad, regardless of how many times they search. This can help ensure that other factors don’t impact your results, and may give you more accurate data.
  13. Click Create variation.

Edit your ad variation

Once you’ve created your ad variation, you can edit parts of it. You can edit the name, start date and end date of your ad variation. To change more details, you will need to create a new ad variation.

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Drafts & experiments.
  3. Click Ad variations, which lists the ad variations you’ve created, along with information about each variation.
  4. Find the ad variation you want to edit.
  5. Hover over your ad variation and click the pencil icon Editthat appears beside the column you want to edit.
  6. You can add more columns by selecting the columns icon Columns. You won’t be able to edit ad variations that are no longer running, or have been removed.
  7. You can edit:
    • Name. The name you’ve chosen for your ad variation.

    • Start date. If your ad variation has already started you won’t be able to change this. Your ad variation will automatically start running on the date you select. If that date is today it will start running soon.

    • End date. If your ad variation has ended, expired, or has already been applied, you won’t be able to change this. To re-run your ad variation, you can click Restart in the “Actions” column.

  8. Click Save.

Keep in mind

  • As the variations of your ads run, you can monitor their performance.
  • If you’re happy with the results of your ad variation, you can apply it and create new ads. Apply your ad variation
  • When you apply an ad variation, the performance data you see only applies to the modified ads. Your variation may not apply to other ads in the same campaign.
  • Once you have created your ad variation, it will automatically run during the dates you selected. You don’t need to apply it until it has finished running, and you’re happy with the results.

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