Google launches Manual Experiments, a new test tool in Google Ad Manager

Google last month launched Manual Experiments, a new test tool in Google Ad Manager that enables publishers to conduct experiments.

According to Google, publishers can now create and run experiments directly in Google Ad Manager and analyze the results within existing experiment framework in Ad Manager.

Google says publishers have seen success using Manual Experiments to improve how they test pricing rules and earn more revenue. During the beta period, manual experiments that were implemented by publishers achieved a 6.5% lift in revenue on average.

“We’ve been able to seamlessly run experiments using Manual Experiments - giving us insight into the impact of different floor prices and helping us determine how to effectively price floors to earn the most revenue. We’re excited to see how this feature evolves.” - Ryan McConaghy, The Atlantic.

Manual Experiments are limited to 3 experiment types: Native ad style (A/B test using two sets of native ad styles), Category block (impact of allowing specific ad types), Unified pricing rule (impact of lowering or raising the floor price).