Saijo George

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tuesday28 Apr 2020

Microsoft Advertising Launches Cookie-based A/B Tests

https://about.ads.microsoft.com

Microsoft Advertising’s Campaign experiments allow you to test campaign changes without fully launching them across the entire campaign, allowing you to have full confidence in the decisions you make for your campaigns. And now they are introducing a new cookie-based split test option.

There’s the new Advanced options section where you can now select between two different options for setting up experiments: search-based and cookie-based. This is where you can now determine whether to show individual customers ads from the experiment and the original campaign randomly (search-based), or only from one or the other (cookie-based).

Cookie-based experiments 
If you choose the new cookie-based split option, when individual customers search, we’ll show ads from either your experiment or your original campaign, and we use a cookie to ensure that, going forward, they’ll only see ads from this campaign. This is a great option for testing your creative and ad-copy, since you’re ensuring that an individual customer is only responding to one source or the other.

However, note that while you may potentially get more accurate data for some of these types of experiments, it may take longer to get statistically significant comparison data than if you did a search-based experiment.

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