WorkMagic.io

WorkMagic allows you to set up incrementality lift tests using Google Ads, supporting both automatic and manual holdout configurations. Google Ads requires you to select an ad type, and only some ad types support automatic holdouts. Below is the step-by-step guide.

Step 1: Create a New Lift Test in WorkMagic

Choose Purpose → <code>Test incrementality</code>.

Select Primary metric: <code>Orders</code> or <code>New customers</code>.

1. Select Google Ads as the platform.
2. Choose Ad Type (required):
 - Supported for automatic holdout: <code>Search</code>, <code>Display</code>, <code>Performance Max</code>, <code>Shopping</code>
 - Manual holdout required: <code>Video</code>, <code>Demand Gen</code>

1. Choose Purpose → <code>Test incrementality</code>.
2. Select Primary metric: <code>Orders</code> or <code>New customers</code>.
3. In the Test Channel section:
 1. Select Google Ads as the platform.
 2. Choose Ad Type (required):
 - Supported for automatic holdout: <code>Search</code>, <code>Display</code>, <code>Performance Max</code>, <code>Shopping</code>
 - Manual holdout required: <code>Video</code>, <code>Demand Gen</code>
4. Click Continue.

❗ Note: If any selected ad type requires manual setup, all platforms in the test will require manual holdout.

If your channels are manual holdout only (like Google Video or Demand Gen), you’ll see:

WorkMagic will recommend control and test regions (DMA-based).

Select the Geo-Pairing you want (recommended ones are highlighted).

- WorkMagic will recommend control and test regions (DMA-based).

- Select the Geo-Pairing you want (recommended ones are highlighted).
- Click Continue.

3.1 Automatic Holdout Setup for Google Ads

You can apply the holdout automatically via API integrations in two ways:

Dynamically apply holdout to all campaigns (including newly-created campaigns) during the test period

- Dynamically apply holdout to all campaigns (including newly-created campaigns) during the test period

Or manually select specific campaigns to include (newly-created campaigns won't be applied)

- Or manually select specific campaigns to include (newly-created campaigns won't be applied)

Google Search / Performance Max / Display / Shopping Ads

Find your Search / Performance Max / Display / Shopping campaign, click the gear icon (⚙️) under "Settings".

1. Choose: <code>Enter another location</code>.
2. Search each Control DMA and choose <code>Exclude</code>.
3. Ensure location type is <code>Nielsen DMA® regions</code>.

1. Go to Google Ads Manager.
2. Find your Search / Performance Max / Display / Shopping campaign, click the gear icon (⚙️) under "Settings".

3. In the Locations section:
 
 1. Choose: <code>Enter another location</code>.
 2. Search each Control DMA and choose <code>Exclude</code>.
 3. Ensure location type is <code>Nielsen DMA® regions</code>.
 
4. Click Save.

Find your Video campaign, click the gear icon (⚙️) under "Settings".

- Choose: <code>Enter another location</code>.
- Search each Control DMA and choose <code>Exclude</code>.
- Ensure location type is <code>Nielsen DMA® regions</code>.

1. Go to Google Ads Manager.
2. Find your Video campaign, click the gear icon (⚙️) under "Settings".

3. In the Locations section:
 
 - Choose: <code>Enter another location</code>.
 - Search each Control DMA and choose <code>Exclude</code>.
 - Ensure location type is <code>Nielsen DMA® regions</code>.
 
4. Click Save.

Open your Demand Gen campaign settings.

- Select: <code>Enter another location</code>.
- Search and exclude each Control DMA (Nielsen DMA).

1. Open your Demand Gen campaign settings.

2. In the Locations section:
 
 - Select: <code>Enter another location</code>.
 - Search and exclude each Control DMA (Nielsen DMA).
 
3. Click Save and exit.

Set the start date, start time, and test duration (e.g., 21 days).

Optionally configure a cooling period (e.g., 7 days).

1. Set the start date, start time, and test duration (e.g., 21 days).
2. Optionally configure a cooling period (e.g., 7 days).
3. Click Continue.

Confirm test design, selected Geo-Pairing, and holdout configuration.

Name your test (e.g., <code>20250423 - Google Video - 5% Shopify Orders</code>).

1. Confirm test design, selected Geo-Pairing, and holdout configuration.
2. Name your test (e.g., <code>20250423 - Google Video - 5% Shopify Orders</code>).
3. Click Schedule now.