Google Ads unveils new budget evaluation method for Performance Max campaigns

January 09, 2025 at 5:25:09 AM

TL;DR Google Ads has introduced a method to evaluate reallocating budgets from Dynamic Search Ads (DSA) or Display campaigns to Performance Max (PMax) campaigns. This update aims to help marketers achieve better efficiency and results. Users can create experiments to simulate the effects of budget shifts by selecting existing campaigns, defining traffic splits, and setting up treatment campaigns that meet statistical significance requirements.

Google Ads unveils new budget evaluation method for Performance Max campaigns

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:

  1. Access Campaigns: In your Google Ads account, click the Campaigns icon and navigate to the Experiments page.
  2. Create Experiment: Click the plus button to initiate a new Performance Max experiment.
  3. Select Campaign: Choose an existing DSA or GDA campaign that is eligible for upgrade, running, and not part of another experiment.
  4. Traffic Split: Define the traffic split percentage between the control (Search or GDA) and treatment (Performance Max).
  5. Set Up Treatment Campaign: For eligible control campaigns, create a new Performance Max campaign as the treatment arm.
  6. Review and Finalize: Review assets, budget, and bidding in the migration flow, then click "Create experiment" to proceed.
  7. 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.

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