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SEO Web Design / SEO  / Microsoft Advertising adds cookie-based experiment option

Microsoft Advertising adds cookie-based experiment option

Cookie-based experiments are now available on Microsoft Advertising, the company announced[1] Monday. If this option is selected, customers will only be shown ads from either your experiment or your original campaign when they search.

The “Create an experiment” page with the new cookie-based split option.

Why we care

Microsoft Advertising experiments enable you to create a duplicate of a campaign and test (on a segment of its traffic) whether an update works better for your business. 

The new cookie-based experimenting option ensures that once a customer is shown one version of your ad, they will continue to be presented with the same version. This facilitates more accurate testing of creative and ad copy as a customer is only responding to either the original campaign or the experiment.

More on the announcement

  • While this may yield more accurate data for some experiments, it may also take longer to accumulate statistically significant comparison data as opposed to if you did a search-based experiment.
  • Microsoft recommends setting your experiment split at 50% to obtain enough volume more quickly and make comparisons more easily.
  • Microsoft first rolled out its experiments A/B testing tool[2] in July 2019.

About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.


  1. ^ announced (
  2. ^ first rolled out its experiments A/B testing tool (

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