• They ensure statistically significant results by randomly choosing how much Search traffic will be diverted to an experiment.
• They let marketers measure changes’ impact and reverse those changes if needed.
• They can test Google Ads campaigns against TV, print ads, or other traditional media.
• They can provide the merchant insights on whether proposed changes help reach the marketing objective they desire.

The correct answer is: They can provide the merchant insights on whether proposed changes help reach the marketing objective they desire.

Explanation: Campaign experiments hold immense value for a merchant wanting to boost online sales. These experiments offer a means to understand the potential impact of various campaign optimizations. By creating a new campaign to test modifications such as Smart Bidding strategies, match types, account structure, and asset types, the merchant can discern if these changes can help reach their marketing objectives. This process not only aids in understanding test results but also guides informed decisions about campaign optimizations.