Performance Max Experiments vs Dynamic Search Ads & Display Ads

Google Ads now allows advertisers to simulate the potential uplift of reallocating budgets from Dynamic Search Ads or Google Display Ads campaigns to Performance Max campaigns through an experiment.

Setting Up the Experiment:

1. Navigate to the Experiments Page:
   In your Google Ads account, go to the Campaigns section and select Experiments.
2. Create a New Experiment:
   Click the plus button, choose Performance Max experiments, and select “Test vs. Search or Display campaign.”
3. Set Up the Control Campaign:
   Choose an eligible DSA or Display campaign that is running and meets the criteria for statistical significance.
4. Define the Traffic Split:
   Decide how much traffic to allocate between the control and the treatment PMAX campaign.
5. Configure the Treatment Campaign:
   Create a new Performance Max campaign as the treatment arm. Review and adjust assets, budget, and bidding.
6. Finalize the Experiment:
   Set the experiment’s name, start date, and end date, then schedule it.

This experiment allows advertisers to assess how shifting budgets to Performance Max campaigns might enhance campaign performance and optimize ad spend.

Google published an official article on this topic available here: Set up Dynamic Search Ads or Google Display Ads campaign vs. Performance Max experiments