Google has introduced a new help page focused on Asset testing for retailers, a specialized feature for Performance Max campaigns that evaluates the effectiveness of creative assets. This experimental feature compares a control group (feed-only) against a treatment group (with added assets), allowing users to view results in the Experiment report.
Key Features
- Purpose: To determine how adding or modifying assets affects the performance of Performance Max campaigns. Key questions addressed include:
- The value of adding assets.
- Performance of different asset combinations.
- Impact of adding videos.
Currently, asset testing is limited to feed-only Performance Max campaigns, with plans for more options in the future.
How It Works
Asset testing operates within a single campaign, dividing traffic into:
- Control group: Existing Performance Max campaign with only a Merchant Center product feed.
- Treatment group: Same campaign with additional assets.
This method reduces the learning period and provides quicker results.
Instructions for Setup
To set up asset testing:
- Access your Google Ads account and click on the Campaigns icon.
- Navigate to the Experiments section.
- Create a new experiment by selecting the Performance Max card and choosing "Asset testing for retailers."
- Select the existing Performance Max campaign and the Asset Group to test.
- Define the traffic split for control and treatment groups.
- Add additional assets as needed, ensuring they meet outlined limitations.
- Name the experiment and set the start and end dates.
Performance results for both control and treatment groups can be found in the Experiment Report page, which includes a summary table indicating if sufficient data is available for conclusive results.
