Google Ads has introduced new Directional Experiments feature for App campaigns (Android only), allowing advertisers to test creative assets head-to-head and get quick, directional insights.
The new experiment type helps you identify top-performing video assets faster by running controlled A/B-style tests between up to 20 videos within a single campaign.
How it works:
Advertisers can create test groups, assign assets, and choose a success metric like installs or engagement. Google then distributes impressions evenly across groups, providing fair comparisons and faster insights within 2–3 days.
Best practices:
- Test only one creative variable (e.g., color, format, or length) per experiment.
- Use a separate video-only App campaign with one ad group.
- Bid competitively to ensure enough traffic for each test group.
This new setup enables faster creative optimization, helping app marketers refine video strategies and improve performance efficiently.
Directional experiments are currently live for App campaigns for installs (ACI) on Android only.
Explore the official help pages for this feature, originally spotted by Hana Kobzová, here:
