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 from using Performance Max campaigns.
You can set up this experiment in 2 different ways:
- From the 'Create new experiment' page: Set up the experiment yourself from the Experiments page.
- From recommendation cards (available on the 'Recommendations' or 'Experiments' page): This option appears only when you have eligible campaigns for an A/B test, such as campaigns with enough conversion 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 complement to other campaign types, like search, Display and 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), to a Performance Max campaign. This lets you view how Performance Max might perform compared to your current campaigns before fully committing. |
Standard Shopping campaigns versus Performance Max campaigns (with GMC) – learn how to set up an experiment comparing a Standard Shopping campaign and Performance Max. |
| Search (DSA) or Google Display ads (GDA) campaigns versus Performance Max – learn how to set up an experiment comparing a Dynamic Search Ads (DSA) or Google Display ads (GDA) campaign and Performance Max. | |
|
Optimisation experiment Test different variations of your Performance Max campaign by adjusting its settings. |
Test the uplift from final URL expansion on your Performance Max – learn how to set up a Performance Max optimisation experiment with automatically created assets (ACA) – final URL expansion. |
