"A/B testing helps advertisers in a big way. Advertisers have taken a set-it-and-forget approach with Pmax because of the lack of insights," said Andy Goodwin, head of paid search at Brainlabs. "This functionality, once it's fully available, allows them to be more rigorous and have a renewed focus on Pmax."
"One of the reasons why a lot of clients were not wanting to adopt Performance Max [is because] it was very black box," said Michelle Merklin, vp, paid search, Tinuiti. "There wasn't the ability to understand the impact of making changes within a Pmax campaign."
Despite Google offering more controls, some ad buyers remain skeptical about the reliability of the results. Split testing shows the impact of campaign changes in real-time.
Before-and-after comparisons can be unreliable and don't account for external factors like competitor activity or shifts in business operations.
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