Apply your ad variation

Once your ad variation has finished running, you can check how it performed compared to your original ad. If you’re happy with the results, you can apply your ad variation and create new ads.

This article explains how you can apply your ad variation to create new ads.

Before you begin

It’s important to understand what happens when you apply an ad variation:

  • When you apply an ad variation, it creates new ads and your ad variation stops running. You won’t be able to collect any more performance comparison data between your ad variation and your original ad.
  • You’ll still be able to see your ad variations' performance history. Learn how to monitor your ad variations
  • When you apply an ad variation, the performance data you see only applies to the edited ads. Your variation may not apply to other ads in the same campaign.
  • When you apply an ad variation, it goes through the usual approval process. It may take some time for the new ads to complete the review process and start running. Approval takes up to one business day.
  • Google reserves the right to prioritize reviews to ensure the overall stability of system operations.
  • If you apply your ad variation before it has started or while it’s still running, you’ll create new ads, and your ad variation will no longer run.

Apply your ad variation

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Experiments.
  4. At the top bar, click Ad variations. You’ll see a table of ad variations you’ve created, along with information about each variation.
  5. In the “Actions” column, click Apply.
  6. Select one of the following options:
    • Pause original ads and create new ads with this variation.
    • Remove original ads and create new ads with this variation.
    • Keep original ads and create new ads with this variation.
  7. Click Apply.

Apply your ad variation from the summary section

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Experiments.
  4. At the top bar, click Ad variations. You’ll see a table of ad variations you’ve created, along with information about each variation.
  5. Click on the ad variation that you want to apply.
  6. In the summary section on the right, click Apply.
  7. Select one of the following options:
    • Pause original ads and create new ads with this variation.
    • Remove original ads and create new ads with this variation.
    • Keep original ads and create new ads with this variation.
  8. Click Apply.

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