Question: A customer wants to try a new privacy-centric media strategy and is looking for a way to test effectiveness. Which test could you recommend?
- Use Go-dark with the budget of the new media strategy treatment group while the control group remains the same.
- Use 5% Treatment to test gradual budget increments in the new media strategy while the control group remains the same.
- Use heavy-up treatment group to increase the budget of the new media strategy while the control group remains the same.
- Use Holdback treatment group to test the new media strategy while the control group remains the same.
or
- Use the heavy-up treatment group to increase the budget of the new media strategy whilst the control group remains the same.
- Use the 5% treatment to test gradual budget increments in the new media strategy whilst the control group remains the same.
- Use the holdback treatment group to test the new media strategy whilst the control group remains the same.
- Use go-dark with the budget of the new media strategy treatment group whilst the control group remains the same.
Explanation
A holdback experiment is used to measure the incremental impact of a new media strategy by keeping one group from receiving the treatment. The unchanged control group provides the baseline for what would have happened without the new strategy. Comparing outcomes between groups helps isolate lift caused by the media change. This supports privacy-centric testing because results can be evaluated without relying on user-level tracking.
Why the other options are incorrect
5% Treatment is incorrect because gradual budget increments do not define the recommended test structure for a new media strategy.
Heavy-up treatment group is incorrect because it measures the effect of increased spend, not the effectiveness of a new strategy held back from a control.
Go-dark is incorrect because turning off media is used to measure removal impact, not to test a new privacy-centric strategy.
Source for verification
https://support.google.com/google-ads/answer/12003020
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