Question: Which of the following explains a heavy-up geo-experiment strategy?
- The treatment group budget is suppressed while the budget of the control group remains the same.
- The treatment group budget is increased while the budget of the control group remains the same.
- The treatment group budget remains the same while the budget of the control group is suppressed.
- The treatment group budget remains the same while the budget of the control group is increased.
or
- The treatment group budget is increased whilst the budget of the control group remains the same.
- The treatment group budget remains the same whilst the budget of the control group is increased.
- The treatment group budget remains the same whilst the budget of the control group is suppressed.
- The treatment group budget is suppressed whilst the budget of the control group remains the same.
Explanation
A heavy-up geo-experiment measures incremental impact by increasing media spend in the treatment geographies while keeping the control geographies unchanged. The control group acts as the baseline for expected performance without the extra investment. The difference between treatment and control results helps estimate lift caused by the increased budget. This approach supports privacy-safe incrementality measurement because results are evaluated at an aggregated geographic level.
Why the other options are incorrect
Treatment budget suppressed is incorrect because a heavy-up design increases investment in the treatment group.
Control budget increased is incorrect because the control group should remain stable as the baseline.
Control budget suppressed is incorrect because reducing control spend would distort the baseline comparison.
Source for verification
https://support.google.com/google-ads/answer/12003020
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