Google Ads has launched a new method for evaluating the impact of reallocating budgets from Dynamic Search Ads (DSA) or Display campaigns to Performance Max (PMax) campaigns, aimed at enhancing efficiency and results for marketers.
To create an experiment comparing DSA or Google Display Ads (GDA) with Performance Max, follow these steps:
- Access Campaigns: In your Google Ads account, click the Campaigns icon and navigate to the Experiments page.
- Create Experiment: Click the plus button to initiate a new Performance Max experiment.
- Select Campaign: Choose an existing DSA or GDA campaign that is eligible for upgrade, running, and not part of another experiment.
- Traffic Split: Define the traffic split percentage between the control (Search or GDA) and treatment (Performance Max).
- Set Up Treatment Campaign: For eligible control campaigns, create a new Performance Max campaign as the treatment arm.
- Review and Finalize: Review assets, budget, and bidding in the migration flow, then click "Create experiment" to proceed.
- Schedule: Rename the experiment and select the start and end dates before scheduling.
Campaigns that meet specific criteria for statistical significance based on historical data will be marked as "Recommended." The process allows marketers to simulate potential performance improvements from budget reallocations effectively.
