The control group is isolated from the main experiment.
- It’s a group separated from the rest of the experiment but are still included in the test.
- It’s a group included with the experiment.
- It’s a group included with the experiment but are still partialy separated from the experiment.
- It’s a group separated from the rest of the experiment.
The correct answer is: It’s a group separated from the rest of the experiment.
Explanation: A control group stands distinct from the broader experiment. It comprises existing, comparable campaigns in an account, receiving 50% of the traffic. Notably, any Performance Max traffic for advertisers within this group is either suppressed or nullified. Google’s methodology involves testing incrementality using both treatment and control groups, avoiding retroactive comparisons. This structure is crucial for effectively gauging the performance of ads, especially when evaluating key business outcomes like online buys or in-store sales through geo-based experiments.
Read more here: https://support.google.com/google-ads/answer/12997711