Skip to main content

Experience new growth possibilities with Microsoft Advertising today >

How would using a different bid strategy, or a different kind of targeting, affect your ad campaign's performance? Would it be better, worse, or basically the same? Now you can run an A/B test to find out.

With Microsoft Advertising experiments, you create a duplicate of a search campaign that receives a split of your original campaign's budget and ad traffic. Then, you can:

  1. Try out changes in the experiment.
  2. See how the experiment performs compared to the original campaign.
  3. If you like the experiment's results, apply the changes to the original campaign or create a whole new campaign.

Here are examples and tips for working with experiments, as well as additional details on our new cookie-based capability.

Test your campaign changes with confidence.

Why use campaign experiments?

  • A/B test any potential changes to your campaigns
    Adjust campaigns in a variety of ways (such as bidding, budget or targeting changes) to see what would work best for you.
  • Understand the impact to your business
    View your performance on the Campaigns page to quickly compare and contrast your experiments to real performance.
  • Implement your desired changes with ease
    If you’re pleased with your experiment’s results, swiftly adopt the experiment by applying those settings to your original campaign or a new campaign.

Get started with campaign experiments

Visit our help page for additional information on this feature, how to get set up and other common questions.

 Start using campaign experiments