Microsoft has introduced two new experiment types for Performance Max campaigns. Advertisers can now utilize an uplift experiment and an upgrade experiment, enhancing their ability to analyze and improve campaign performance.
If they are available in your account, you can find them under Campaigns > Experiments.
These experiments aim to provide a more robust framework for testing and optimization. Advertisers can leverage these tools to gain insights into the effectiveness of their campaigns and to drive better results across different marketing strategies.
Previously, experiments were available for Search campaigns only. They have now been renamed to Search optimization experiments.
Read the official help pages found by Hana Kobzová here: