Google is introducing a new Beta feature for Performance Max campaigns that enables A/B testing of assets within the same asset group. This experiment type allows advertisers to compare two different sets of assets by selecting which existing assets to include in the test and defining "common assets" that stay the same across both versions. The experiment setup will be accessible from the Experiments page under the Assets sub-menu.
Given that Performance Max campaigns typically require a significant learning phase to stabilize ad delivery, these A/B tests will likely need to run for at least 4 weeks to yield reliable results. This feature shows promise for optimizing asset performance and will be interesting to evaluate once widely available.
