Google Ads Campaign Mix Experiments (Beta)

"Campaign Mix Experiments allows you to select existing campaigns and assign them to different experiment arms (up to 5 total). This approach offers flexibility in testing various scenarios, including: Account structure testing: Evaluate which campaign combinations are ideal for your business objectives. Campaign consolidation: Test the impact of consolidating multiple campaigns into a single campaign."

"You can review the reporting metrics on the "Experiment summary" page. From there, you can view how your arms are performing across metrics like Cost / Conv., Avg. CPM, and Conv. rate, along with details about how the arms are performing compared to each other. "While the minimum duration can vary depending on the experiment type and settings, aim to run your experiment for at least 6 to 8 weeks to collect enough data for reliable results,"

Campaign Mix Experiments (Beta) enables selecting existing campaigns and assigning them to up to five experiment arms to test different campaign setups and combinations. Use cases include evaluating account structure to determine ideal campaign combinations, testing the impact of campaign consolidation, optimizing cross-campaign budget allocation, and comparing feature or setting adoption across campaigns. For testing specific individual features, such as Broad Match, use dedicated feature experiments like Broad Match Experiments. Reporting appears on the Experiment summary page and includes metrics such as Cost/Conv., Avg. CPM, and Conversion rate. Aim to run experiments for six to eight weeks to gather reliable data.

Read at Search Engine Roundtable