Google has launched a new help page explaining Asset Testing for Retailers, a special experiment for Performance Max campaigns. This tool helps businesses test their ads—like images, videos, and text—to see which works best.
By using Asset Testing, retailers can make smarter choices to improve their ads, attract more customers, and get better results.
What is Asset Testing for Retailers?
Google’s new Asset Testing feature allows retailers to experiment with creative assets in their PMax campaigns. This feature helps advertisers understand the real value of additional creative assets like images, videos, and text beyond feed-only ads.
How It Works
Here’s how the new asset testing works:
- The experiment divides traffic within a single Performance Max campaign.
- A control group runs feed-only ads.
- A treatment group runs feed ads with additional creative assets.
- The results are displayed in the experiment report, allowing advertisers to compare performance metrics.
Key Benefits of Asset Testing
No Need for Duplicate Campaigns
- Unlike traditional A/B testing, which requires separate campaigns, this feature splits traffic within one campaign.
- Simplifies campaign management while ensuring accurate results.
Data-Driven Insights for Performance Optimisation
- Retailers can measure the impact of creative assets using key metrics such as:
- Conversions
- Click-through rates (CTR)
- Return on ad spend (ROAS)
- Provides a clearer understanding of whether creative assets drive better performance.
Improved Transparency in Performance Max Campaigns
- PMax has been criticised as a “black box” due to limited insights into its automation.
- Asset Testing offers more transparency into how assets influence ad performance.
Why This Matters for Retailers
Performance Max campaigns are increasingly central to Google’s ad ecosystem.
However, retailers have struggled to quantify the value of creative assets compared to feed-based ads. This new experiment provides actionable insights into whether investing in additional creative assets can lead to higher conversions and ROAS.
How to Access Asset Testing in Performance Max
- Go to Google Ads and navigate to Experiments.
- Select Performance Max Experiment.
- Choose the Asset Testing option.
- Define your control group (feed-only) and treatment group (feed + creative assets).
- Launch the test and monitor results in the Experiment report section.
Google’s Asset Testing for Retailers is a game-changer for advertisers using Performance Max. By allowing controlled experimentation within a single campaign, retailers can gain concrete insights into the impact of creative assets.
This feature helps businesses to make data-driven decisions about their ad spend and creative investments so they can maximise their campaign performance.
Next Steps
- Test this feature within your PMax campaigns.
- Monitor the Experiment report to analyse asset effectiveness.
- Optimise your strategy based on the results to improve conversions and ROAS.
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