This update provides advertisers the opportunity to measure the effectiveness of creative assets, without requiring the running of two separate campaigns simultaneously. Results are viewable in the Experiment Report, where performance of a feed-only (control) group is compared against a treatment group (with assets) within the same campaign. Splitting the traffic into the two groups is extremely valuable in reducing the learning period, alongside providing faster results than testing two campaigns.
We spoke to Aaron Young, Managing Director of Define Digital Academy:
Expert opinion
Aaron Young, Managing Director of Define Digital Academy
"Google's new asset testing for Performance Max is a welcome step in the right direction—finally cracking open a bit more of the PMAX black box. But like all good split testing features, the biggest winners will be advertisers with a clear testing process—where each ad variation has one clear difference. That’s how you get direct insight into what part of your creative is actually driving performance"
