Google has introduced a new way for advertisers to compare the impact of using AMP pages vs. traditional web pages with Google Ads. Google already offered the ability to test the two different page types using Google Ads campaign experiments or ad variations. Now there’s a new method of testing for campaign experiments which Google calls “cookie-based splits.” This new testing methodology is more closely aligned with the cookie-based approach of Google Ads’ ad variations. Prashant Nair, Product Manager, Google Ads, recommends advertisers use this new methodology when testing AMP pages via campaign experiments. Google Ads’ campaign experiments default to using a testing type called “search-based splits,” which assigns users to either a test group or control group every time they enter a search. Using search-based splits, any given user may end up seeing both the test and control experiences throughout the course of a day. Cookie-based splits work by assigning users to the test group or control group once and keeping them there. That means users will always see either the AMP pages (if they’re in the test group) or always see the traditional web pages (if they’re in the control group). Nair concludes the announcement saying Google hopes this new testing type helps advertisers “better test the efficacy of driving your search ads traffic to AMP pages.” Subscribe to SEJ Get our weekly newsletter from SEJ’s Founder Loren Baker about the latest news in the industry!