Through this, brands can test landing pages, ad copy, bidding strategies and modifiers.
Microsoft Advertising has rolled out the Experiments feature which allows for A/B testing. It lets marketers create a duplicate of their campaign and test a segment of the traffic.
Businesses can run either an original or a new campaign through Experiments. In case of running it on a new campaign, the original will automatically be put on hold.
Microsoft suggests running an A/A test for two weeks. This can be followed by two weeks of an A/B test. If testing bidding strategies, Microsoft recommends running the test for four weeks or more.
[3 minute read]