You want to compare a manual bidding strategy against an omnichannel Smart Bidding campaign. Which method would help you test this strategy?

Analysis of Correct Answer(s)

• Campaign Experiments: This is the correct method because it is the designated tool within advertising platforms for A/B testing. It allows you to create a duplicate of your existing campaign and change a single major variable, such as the bidding strategy. The platform then splits your traffic between the original (control) campaign and the experimental one, enabling a direct, data-driven comparison in a controlled environment to determine which strategy performs better.

Analysis of Incorrect Options

• Geo-X: This refers to a geographic experiment where you test a strategy in one set of locations while using a different set as a control. While it is a type of test, it is specifically for measuring the impact of changes across different regions, not for comparing bidding strategies within the same audience.

• Incrementality: This type of study measures the causal lift of an advertising campaign—that is, the conversions that happened only because of the ads. It answers "what would have happened anyway?" rather than comparing the relative performance of two different strategies running at the same time.

• User-based: This describes a method for splitting an audience for an experiment (e.g., assigning users to either a test or control group). While a Campaign Experiment might use a user-based split, "Campaign Experiments" refers to the entire testing framework itself, making it the more comprehensive and accurate answer.