Google has announced that it’s adding a new Video Experiments element in Google Ads. Video Experiments will be added within your Google Ads dashboard. Under your “Drafts & Experiments” tab, you’ll soon see a new “Video Experiments” option.

Benefits

• Test ads in real-time with the same audience before mass release and to target specific audiences with different versions of the same ad.
• Understand the impact of different video ads on Brand Lift, conversions or CPAs
• Only pay for the media investment (not ROAS, Conversions, Clicks, etc.)
• Help brands optimize their ad spend and generate better results.

Beta Test Results

• Subjects who optimized for lower funnel performance saw a 30% lower median cost-per-acquisition from the better performing creative.
• Subjects who optimized for upper funnel impact saw a 60% higher ad recall from the better performing creative.

Google has also provided three examples of potential experiments for testing.
Supersize text – Does making text elements (including logos) bigger drive more brand awareness?
Tighten framing – Does zooming in on important subjects, whether they’re people or products, drive higher consideration?
Make it easy to buy – Does placing the call to action at the beginning of the video drive more conversions than placing it at the end?

https://blog.google/products/ads-commerce/youtube-creative-experiments/