- Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
- Keep Performance Max budget limited to 10% of other campaigns’ budgets.
- Run the Performance Max experiment for one to two weeks before evaluating results.
- Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
The correct answer is: Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
Explanation: When designing an experiment to test Performance Max campaigns, it’s best to optimize Performance Max to a comparable cost per acquisition (CPA) or return on ad spend (ROAS) target to other campaigns. It involves pre-test hygiene, such as optimizing existing campaigns to the same conversion goals, and post-test metrics analysis, which involves measuring conversion uplift and reviewing changes in overall conversions at a similar CPA/ROAS. It’s essential to account for differences in CPA/ROAS targets when comparing performance between pre- and post-periods, and to use pre-post testing methodology or A/B experiments to evaluate the campaign’s success.