Google adds experiment tools to AI Max for Search ads

Google added experimentation and planning features to AI Max for Search campaigns on August 21, including multi-campaign A/B testing arriving in September, the ability to run experiments with brand and location parameters enabled, and Performance Planner forecasts that apply directly to a campaign, per PPC Land. The rollout lands the same week Microsoft said it will retire the Max CPC bid-cap field for new non-portfolio campaigns on October 1, part of a broader pull toward automated bidding across ad platforms this year.