Google Ads has updated Performance Max with a new feature allowing advertisers to save asset group edits as an A/B test. This change simplifies the process by removing the need for separate setup, giving users the flexibility to adjust traffic split and duration directly from the asset group builder.
Advertisers can access this feature through the Edit assets page, where a new panel labeled Save and test asset group changes allows the toggle of the ‘Save asset group changes as an A/B test’ option. This toggle facilitates the review of control and treatment arms, experiment name, treatment traffic split, and duration.
There’s an automatic selection for applying successful treatment arm changes to the original asset group by default. This update additionally includes adjustments for feed-only experiment pages, where control and treatment are framed as feed-only asset groups requiring an existing campaign with at least one paused feed-only asset group.
Read the official help page here: About Performance Max optimization experiments: A/B testing assets (Beta).
This update was spotted by Hana Kobzová.