Google Ads · Status at source date: Newsletter archive
Performance Max gains asset experiments (Week 23)
Google has rolled out asset experiments in Performance Max, allowing advertisers to test new assets and measure success against multiple metrics, as confirmed on the Google Ads & Commerce announcements hub and via the PPC News Feed. Rather than swapping assets and hoping, advertisers can now run a structured experiment to quantify the lift a new asset delivers before committing to it.
What changed
The addition brings a measurement discipline to PMax creative that the format previously lacked, and sits alongside this year's wider push to add steering and reporting controls to Google's most automated campaign type.
Why it matters for advertisers
For you, this means advertisers can validate creative changes in Performance Max with a proper test rather than relying on the system's black-box optimisation. Worth running an asset experiment before rolling a new creative concept across PMax campaigns, so the decision rests on measured lift.
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Performance Max gains asset experiments (Week 23)
Google has rolled out asset experiments in Performance Max, allowing advertisers to test new assets and measure success against multiple metrics, as confirmed on the Google Ads & Commerce announcements hub and via the PPC News Feed. Rather than swapping assets and hoping, advertisers can now run a structured experiment to quantify the lift a new asset delivers before committing to it.
The addition brings a measurement discipline to PMax creative that the format previously lacked, and sits alongside this year's wider push to add steering and reporting controls to Google's most automated campaign type.
For you, this means advertisers can validate creative changes in Performance Max with a proper test rather than relying on the system's black-box optimisation. Worth running an asset experiment before rolling a new creative concept across PMax campaigns, so the decision rests on measured lift.
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