Google Ads is preparing to roll out Campaign Mix Experiments in beta, giving advertisers a new way to test strategies across multiple campaign types in a single experiment.
This includes mixing Search, PMax, Shopping, Demand Gen, Video, and App campaigns into separate arms for side-by-side performance comparison.
Advertisers can create up to five experiment arms and apply even or custom traffic splits. This helps evaluate budget allocation, campaign consolidation, and different bidding or targeting settings across campaign types. Results can be assessed using standard performance metrics and confidence intervals. Google recommends running experiments for 6 to 8 weeks to gather reliable insights.
The feature isn’t live in the UI yet, but the release of the help page suggests a launch is coming soon.
This update was discovered by Dario Zannoni.