google experiment tool

This is a game built with machine learning. You draw, and a neural network tries to guess what you’re drawing. Of course, it doesn’t always work. But the more you play with it, the more it will learn. So far we have trained it on a few hundred concepts, and we hope to add more over time. We made this as an example of how you can use machine learning in fun ways. Watch the video below to learn about how it works, and

Built by Jonas Jongejan, Henry Rowley, Takashi Kawashima, Jongmin Kim, Nick Fox-Gieg, with friends at Google Creative Lab and Data Arts Team.

Chrome Experiments

Chrome Experiments is a showcase of work by coders who are pushing the boundaries of web technology, creating beautiful, unique web experiences. You'll find helpful links throughout the site for creating your own experiments, and you can also explore resources like WebGL Globe and our workshop of tools.

Chrome + Music

Chrome music lab: song maker, scan sequencer javascript, webgl globe.

The WebGL Globe is an open platform for geographic data visualization featuring latitude/longitude data spikes, color gradients based on data value and mouse wheel zoom functionality.

Get the code, add your own data, and submit your projects to see them featured on the WebGL Globe collection.

Chrome + WebGL

Webgl particle audio visualizer, all chrome experiments, shared piano, freddiemeter, a century of surface temperature anomalies, flappy windows, how new york are you, ufo sightings around the world, surface floater, plexus shaders, morse typing trainer for gboard.

Experiments with Google

A note to our community

Experiments with Google was born out of a simple idea, but you all turned it into something beyond anything we could have ever imagined. You filled it with thousands of experiments that inspired people everywhere - from the classroom to the surface of Mars.

When it comes to the internet, 14 years is a long time. So in the spirit of experimentation we’re trying something new.

This site will continue as a rich archival gallery for all existing experiments. But the action will live on at labs.google, a new place filled with new tools and toys for you to play with. And together we can continue to experiment with the future of technology.

Since 2009, coders have created thousands of amazing experiments using Chrome, Android, AI, AR and more. We're showcasing projects here, along with helpful tools and resources, to inspire others to create new experiments. Here are collections of experiments to explore, with new ones added every week. Have fun.

Featured Collections

View all collections.

WebXR Experiments

AR and VR made for the web

AI Experiments

Celebrating Creativity and AI

Arts & Culture Experiments

See what happens at the crossroads of art and technology

Experiments for Learning

A collection of experiments that teachers, students, and families are using to learn from home.

Start With One

A collection of experiments that started by working with one person to make something impactful for them and their community

Chrome Experiments

Creative code for the web

Recent Experiments

View all experiments, passage of water, instrument playground, cultural icons, say what you see, don’t touch the art, what's happening.

Want to create a new Google Ads account?

You’re about to create a new Google Ads account. You can create multiple campaigns in the same account without creating a new account.

• How it works
• AI-Powered Ad Solutions
• Performance Max
• Local Services Ads
• Google Analytics
• Keyword Planner
• Manager Accounts
• Google Ads Editor
• Reach Planner

Google Ads Mobile App

• Conversion Tracking
• Work with a partner
• Become a partner
• Case Studies & Articles
• Accelerate with Google
• Grow My App

Test with ease and confidence

The Experiments tool can help you create, manage, and optimize your experiments in one place.

Maximize performance for your campaigns

Test different ad campaign settings and new features in a safe environment, helping you drive better results for your business.

Monitor your experiments

Understand how your experiment is performing in comparison to the original campaign, so you can make more informed decisions.

Sync changes to your original campaign

To ensure your experiment stays valid, we’ll automatically update your experiment with any changes you make in your original campaigns.

Grow your business with Google Ads

Fiverr uses experiments to save time

3 hours saved a week per marketer

UnionBank uses experiments to gains incremental traffic

+266% click-through rate

Canva increases conversions with experiments

+60% in conversions

Partner with a Google Ads expert to set up your first campaign

• We’ll get you up to speed on the latest platform updates
• We’ll design a media plan that makes the most of your budget
• We’ll help you launch your first campaign with hands-on guidance

Get started with Experiments

We know that using a new tool can be complicated. Click on the text below to learn how you can get started.

Set up your experiment

Choose the original ad campaign you want to test in your experiment. We’ll display the campaigns you selected and create the experiment.

Pick up to two goals to measure

This is how you’ll measure success for your experiment. You’ll also see these metrics in the campaign report.

Schedule your experiment

Select your desired start and duration for the experiment. Once your experiment is scheduled, be sure to monitor your experiment regularly.

Learn more about Experiments

Check out this collection of resources to find thought leadership, tips, and best practices to help you succeed with Google Ads.

Learn more about the Experiments Page

Help Center

Get the most out of your experiments

Best Practices Guide

Tools and campaigns that can help you meet your goals

Interested in learning more about what Google Ads has to offer? Click on the cards below to explore more related campaigns and helpful tools.

Insights Page

Grow your business with insights and trends that are tailored to your business.

Recommendations Page

Improve your campaign performance and efficiency with suggestions that are tailored to your needs.

Stay connected to your campaigns on the go, monitor your campaigns in real-time, and take quick action to improve performance.

Finished playing?

Instrument playground, games you might like, the descent of the serpent, geo artwork, puzzle party.

• Help Center
• Start advertising
• Explore features
• Optimize performance
• Account & billing
• Google Partners
• Privacy Policy
• Terms of Service
• Submit feedback
• Announcements
• Start advertising Your guide to Google Ads 8 steps to prepare your campaign for success Choose the right campaign type Determine your advertising goals How Google Ads can work for your industry Google Ads specs: ad formats, sizes, and best practices More advertising tools Google Ads basics Google Ads privacy Glossary
• Campaigns Performance Max Search campaigns Display campaigns Smart Campaigns App campaigns Shopping ads Video campaigns Hotel campaigns Demand Gen campaigns Call campaigns Things to do
• Explore features Ads, assets & landing pages Ad groups Keywords Bidding Targeting Measure results Bulk uploads & edits Campaign settings
• Optimize performance Optimization features 12 tips to advertising with Google Ads Improve with AI-powered Search Create effective Search ads Optimize performance with Web to App Connect Finding success with Smart Bidding Features that help you create a successful campaign Google Ads Best Practices Google Ads training on Skillshop Measure results The Google Ads mobile app
• Account & billing Billing Account settings Account access Manager accounts Account security and safety Cancel or reactivate your account Working with client accounts Useful tools
• Fix issues Ad disapprovals and reviews Billing & payments Policy issues Performance issues Account access issues Reporting issues Request implementation support for Google Ads and YouTube Reserve Google Ads API
• Google Partners Google Partners Program

About the "Experiments" page (formerly drafts and experiments)

Google Ads experiments can help you continuously improve the performance of your campaigns. When you test different campaign settings, you reach more customers and drive better results quickly and efficiently for your business.

On this page

Ad variations, custom experiments for search and display, video experiments, performance max experiments, understanding the results of your experiment, viewing additional metrics, take an action on your experiment, auto-apply favorable experiment results (only available for some types of experiments), how it works.

You can create and run an experiment on your campaign to test the impact of your proposed changes. If you split the budget equally between the original campaign and experiment, you can easily compare the results over a specified time period. If your experiment produces better results at the end of that time period, you can apply the experiment to the original campaign or replace the original campaign. To set up an experiment, click Experiments in the left page menu of your Google Ads account.

• Manage your experiment statuses and options
• Select a specific experiment type (ad variations, custom experiments, or video experiments)
• View your experiments across channel and experiment types (App, Search, Display, and Video)
• Change the way experiments are displayed by switching between “Cards” or “Table” views

With ad variations , you can review the performance of your variations and apply the modified ads to your account. Ad variations are typically used to test text ads , responsive search ads , or a single change across multiple campaigns. Ad variations are available for Search campaigns.

After you’ve set up an ad variation you can view the results and compare how the modified ads perform against your original ads. When you are happy with the ad variation experiment results, you can apply the modified ads to your campaign.

Custom experiments are typically used to test Smart Bidding , keyword match types , landing pages , audiences , and ad groups . Custom experiments are available for App campaigns and Search and Display campaigns.

You can also create an experiment without a draft. This makes it easier to compare the performance of your base campaign and trial campaign.

After you’ve selected a base campaign to run an experiment with, you’ll set up the experiment and update the settings you’d like to test. Google's system will create a new trial campaign for you with the new settings. After you've run the experiment and evaluated its performance, you can choose to apply the new settings back to the base campaign or run the experiment as a new independent campaign.

Video experiments are used to determine which of your video ads is more effective on YouTube. Video experiments are available for Video campaigns.

• Set up 2 to 4 different groups (known as experiment arms).
• Choose the campaigns to include in the experiment with a different video ad in each campaign.
• Select a success metric (“Brand lift” or “Conversions”) to measure and compare the performance of the campaigns.

After you set up a video experiment, you can monitor its performance in Google Ads and find the best video ads in the experiment arms. When you understand which ad performed better in the experiment, you can make an informed decision on which campaign to continue and to allocate higher budgets to.

Performance Max experiments are tools in Google Ads that help you to A/B test different features, settings, and campaigns to improve results for your business. You can use experiments to help you measure the incremental uplift of using Performance Max campaigns.

• Set up Uplift experiments for Performance Max
• Set up shopping campaign vs. Performance Max experiments

After you set up a Performance Max experiment, you can monitor its performance in Google Ads and find the best Performance Max ads in the experiment arms. When you understand which ad performed better in the experiment, you can make an informed decision on which campaign to continue and to allocate higher budgets to.

You can now use information in the experiments table to understand the results of your experiment, and take appropriate action. The “Experiments” table contains the following columns:

• Name : This shows the name of your experiment. You can click on your experiment name to learn more about it if you want to discover more than what’s available in the table.
• Type : This shows the type of experiment you’re currently performing (for example, Uplift from Performance Max, Custom display, Video, and many others ).
• Status : This shows the current stage of your experiment (such as “In progress”, “Complete (Applied)”, and “Scheduled”).
• Control campaign : It indicates that the control arm performed better than the treatment arm in the experiment.
• Treatment campaign : This means that the treatment arm performed better than the control arm in the experiment.
• No clear winner or in progress - This means that either the winner can’t be determined or there’s not enough data yet. We recommend allowing your experiment to run for 2 to 3 weeks to gather enough data. If results are still undecided, you may need to increase your budget or allow it to run for longer to get enough data to generate a clear winner.
• Actions : Here, you can view the recommended action for your experiment (for example, “Apply”).
• Start date : It shows the start date of your experiment.
• End date : It shows the end date of your experiment.
• Metrics : Depending on the goals, experiment type, metrics selected during experiment creation, you can view several metrics in the table, such as Conversions or Conv. value). These represent the percentage of differential achieved by the treatment arm over the control campaign. By hovering over the text in this column, you can view additional information, including the confidence interval.

To customize the experiment table and add the metrics important to you, follow these steps:

• Click the Campaigns drop-down in the section menu.
• Click Experiments .
• Click the check-box next to the metrics that you want to add to the table.
• Click Apply .

Within the experiments table, you’ll see a recommended action based on the outcome of your experiment:

• Apply : Applying the experiment launches a campaign with the same settings as the treatment arm. You may also be able to adjust the setting of the original control campaign to mimic the treatment arm.

This feature is enabled by default. If the results are favorable as compared to the base campaign, it will auto-apply the trial campaign and shift 100% of traffic to the trial campaign. This allows you to benefit from the performance improvements of your experiments with little effort.

Note : You can disable it at any time during your experiment from the “Report” page.

You can create an experiment using recommendation cards on the Experiments page. During creation, you can choose to enable this feature. After creating an experiment, a tooltip will be shown on the experiment summary card with the feature status. From this tooltip, you’ll also be able to turn this feature on or off, which will be reflected through your tooltip status.

Additionally, the status column on your "Experiments" page may have one of the following states showing which experiments have been applied:

• Complete (Not applied)
• Complete (Applying…)
• Complete (Applied)

When your experiment is complete, its tooltip state will update to let you know whether or not your changes were applied.

1. How to know if an experiment is favorable and is directly applied ?

• If you’re using Max conversions with target cost per action (CPA) bidding, your experiment will be directly applied if conversions in your treatment arm are higher than your control arm, with CPA being lower.
• If you’re using Max conversion value with target return on ad spend (ROAS) bidding, your experiment will be directly applied if the conversion value in your treatment arm is higher than your control arm, with ROAS being higher.
• If you’re using Max conversions or Max conversion value bidding, your experiment will be directly applied if either the conversions or conversion value in your treatment arm are higher than your control arm.

2. When will the experiment changes be applied ?

• After your experiment reaches the end date, we’ll identify whether your experiment results were favorable, using the definition above. If we determine that it was favorable, we’ll apply the experiment changes to the control campaign.

3. Will an experiment be applied if the experiment ended manually ?

• No, we don't apply any experiments which were ended manually. We only apply experiments which end on the end date that you define.

4. Can I opt out from the auto-apply?

• By default, this feature will be enabled when creating a new experiment, but you can choose to opt out before the experiment ends.

Related links

• About custom experiments
• About ad variations
• Create a video experiment
• Set up Performance Max experiments in the Experiments page

Was this helpful?

Need more help, try these next steps:.

Attend our Performance Max Masterclass, a livestream workshop session bringing together industry and Google ads PMax experts.

Register now

Experiments with Google

Since 2009, coders have created thousands of amazing experiments using Chrome, Android, AI, AR and more. We're showcasing projects here, along with helpful tools and resources, to inspire others to create new experiments. Here are collections of experiments to explore, with new ones added every week. Have fun.

Featured Collections

View all collections.

WebXR Experiments

AR and VR made for the web

AI Experiments

Celebrating Creativity and AI

Arts & Culture Experiments

See what happens at the crossroads of art and technology

Experiments for Learning

A collection of experiments that teachers, students, and families are using to learn from home.

Start With One

A collection of experiments that started by working with one person to make something impactful for them and their community

Chrome Experiments

Creative code for the web

Recent Experiments

View all experiments, passage of water, instrument playground, cultural icons, say what you see, don’t touch the art, what's happening.