For a number of months, Google has encouraged advertisers to run many ad variations in their ad groups. Basically, the idea is to “get rid of your manual A/B testing and let Google’s learning-powered systems figure out what ad is best with the best mix of extensions to show for each auction scenario.”
Google seems to be trying out a new feature that will make it easier for more advertisers to adopt even basic ad testing. Conrad O’Connell, a digital marketing strategist spotted a new option in the old/current AdWords interface to “Create a second ad with headlines in reverse order.” Check the box and automatically create an A/B headline test.
— Conrad O’Connell (@conradoconnell) June 28, 2017