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By Luís Daniel Rijo in Display News —

Performance Max Uplift Experiments

Google Ads has introduced a new feature called Performance Max Uplift experiments, in October 2023, which allows advertisers to measure the incremental benefit of using Performance Max alongside their existing Search, Video, Discovery, and Display campaigns.

Performance Max Uplift Experiment
Performance Max Uplift Experiment

Google Ads has introduced a new feature called Performance Max Uplift experiments, in October 2023, which allows advertisers to measure the incremental benefit of using Performance Max alongside their existing Search, Video, Discovery, and Display campaigns.

Performance Max Uplift experiments enables advertisers to create a control group and an experimental group. The control group will continue to run their existing campaigns, while the experimental group will run their existing campaigns plus a Performance Max campaign.

After the experiment has run, advertisers can compare the performance of the control group to the experimental group to see how much Performance Max has improved their results.

Benefits of Performance Max Uplift Experiments

  • Measure the incremental benefit of Performance Max: Advertisers can see how much Performance Max has improved their results by comparing the performance of the control group to the experimental group.
  • Make data-driven decisions: Advertisers can use the results of the experiment to decide whether to switch to Performance Max.
  • Improve campaign performance: Advertisers can use the insights from the experiment to improve their existing campaigns.

How to Create a Performance Max Uplift Experiment

To create a Performance Max Uplift experiment, follow these steps:

  1. Sign in to Google Ads.
  2. Go to the Experiments page.
  3. Click the plus button (+).
  4. Select Test uplift from Performance Max.
  5. Select the campaign you want to test.
  6. Select the metrics you want to track.
  7. Click Create experiment.

Performance Max Uplift experiments are a tool for advertisers who are considering switching to Performance Max. By comparing the performance of the control group to the experimental group, advertisers can see how much Performance Max has improved their results. This information can then be used to make data-driven decisions about whether to switch to Performance Max.

Best practices for using Performance Max Uplift Experiments

  • Use a long enough experiment duration: It is recommended to run Performance Max Uplift Experiments for at least 4-6 weeks to get statistically significant results.
  • Use a large enough budget: The higher your budget, the more likely you are to get statistically significant results.
  • Use comparable campaigns: The control group should include campaigns that are similar to the Performance Max campaign in terms of target audience, location, and budget.
  • Use clear conversion goals: The experiment should have clear conversion goals that are easy to measure.

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