Google has launched a new help page introducing the Experiment Center, a centralized dashboard that brings together Experiments and Lift Studies in Google Ads. This unified hub allows advertisers to test campaign strategies and measure their impact more efficiently.
From A/B tests of campaign settings and assets to studies evaluating brand lift or conversion lift, the new layout simplifies the workflow and highlights key insights. Experiment types include:
- Experiments (e.g., bidding strategies, targeting, creatives)
- Lift Studies (e.g., brand awareness, search lift, conversion lift)
Each test type includes a clear methodology and setup flow within the Campaigns > Experiments section.
Read the official help page : About the Google Ads Experiment Center.
This was discovered by Hana Kobzová.