Performance Max experiments are tools in Google Ads that help you A/B test different features, settings, and campaigns to improve results for your business. You can use experiments to help you measure the incremental lift of using Performance Max campaigns.
On this page
Types of experiments
You can set up this experiment in 2 entry points:
- From Create New Experiment page: Set up the experiment yourself from the Experiments page.
- From Recommendation cards (available on Recommendations or Experiments page): This option appears only when you have eligible campaigns for an A/B test, such as with enough conversions volume.
Here are the types of experiments on the Experiments page.
| Experiment type | Subtype |
|---|---|
|
Uplift experiment Measure the conversion or conversion value uplift that Performance Max campaigns can provide when added as a compliment to other campaign types, like Search, Display, Discovery, among others. |
Test uplift from Performance Max (without GMC): Learn how to Set up Uplift experiments for Performance Max. |
|
Upgrade experiment Simulate shifting your budget from an existing campaign, like regular Shopping, Dynamic Search Ads (DSA), or Google Display Ads (GDA), into a Performance Max campaign. This lets you view how Performance Max might perform compared to your current campaigns before fully committing. |
Standard Shopping campaign vs. Performance Max campaign (with GMC) – Learn how to Set up Standard Shopping campaign vs. Performance Max experiments. |
| Search (DSA) or Google Display Ads (GDA) campaign vs. Performance Max: Learn how to Set up Dynamic Search Ads (DSA), or Google Display Ads (GDA) campaign vs. Performance Max experiments. | |
|
Optimization experiment Test different variations of your Performance Max campaign by adjusting its settings. The primary goal of asset testing is to find out how adding or modifying assets impacts your Performance Max campaign's performance. |
Test the uplift of Final URL Expansion on your Performance Max: Learn how to Set up a Performance Max Optimization experiment with text customization. |
| Asset testing measures the performance uplift of different creative assets or their settings in your campaign. Learn more About Performance Max optimization experiments: Asset testing |
What happens when you apply a Performance Max experiment
When you apply a Performance Max experiment, the outcome depends on the experiment type.
- Migration or replacement experiments: For experiments like Standard Shopping versus Performance Max, the Performance Max campaign becomes your primary campaign and captures 100% of the traffic. In these instances, your original control campaign pauses automatically.
- Optimization experiments: For experiments that test specific features, like Final URL expansion, the tested settings apply permanently to the campaign, and your campaign will continue to run with the new configuration.
- Custom experiments: For custom experiments, you’ll select the winning campaign manually. The unsuccessful campaigns will pause automatically.
Related links
- About Performance Max campaigns
- About the Experiments page (formerly drafts and experiments)
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- Experiments FAQs
