- August 29, 2023
- Posted by: Lionel
- Category: Paid Search For Ecommerce Blog
A distilled, easy-to-follow guide for e-commerce businesses:
What are Performance Max Campaigns?
They’re Google’s successor to Smart Shopping Ads. With better automation and targeting, these campaigns automatically generate ads using your provided assets (like logos, images, videos, and copy) and distribute them across all of Google’s advertising platforms to the best-suited audience.
Key Differences from Google Shopping Ads
Higher Automation: Google auto-creates ads using assets you provide.
Wider Distribution: Ads can appear on YouTube, Search, Display, Shopping, Discover Feed, Gmail, and Maps.
Enhanced Targeting: The campaigns focus more on retargeting and prospecting.
Setting Up Your Performance Max Campaign
Starting a New Campaign:
- Go to “Campaign” from the page menu.
- Click the plus button, choose “New Campaign”.
- Set your advertising goals.
- Choose “Performance Max” as the campaign type.
- Name the campaign and continue.
Budget and Bidding:
- Decide on a daily spend.
- Choose a bid strategy. Two popular ones:
- Maximize Conversion Values: If you track value with conversions.
- Maximize Conversions: If you don’t track values.
- Choose locations to target or exclude.
- Set the ad language.
Strengthen Your Ad Assets:
- Create a new asset group on the “Asset Group” page.
- Upload images (up to 15), logos (5 formats), videos (5 max), headlines, descriptions, CTAs, and URL options.
Launch Your Campaign:
- Review your campaign’s details.
- If everything looks good, click “Publish Campaign”.
Benefits of Performance Max Campaigns
Discover More Converting Customers: Target ads based on consumer preferences and your audience signals, enhancing brand visibility.
Efficient Optimization & Creation: With provided assets, Google does the heavy lifting, auto-creating and distributing ads.
Access to All Ad Channels: Your ads can appear across all Google channels, expanding reach.
Organizing Your Products
Use asset groups. For smaller budgets, one campaign can group products by theme (e.g., shoes, jewelry, clothing).
Bigger budgets might benefit from separate campaigns based on product tiers (e.g., best sellers, medium, low-tier products).
Targeting with Audience Signals
These guide Google to better target audiences:
- Non-Converters: Examples are abandoned cart users or website visitors without purchases.
- Conversions: Customers who’ve made purchases.
- Interest-Based Segments: Predefined customer profiles.
- Keywords: Segments targeted based on search behavior.
Each signal should be tied to an asset group, allowing you to customize creatives for different audience segments.
Performance Max campaigns give an edge to advertisers by reaching ready-to-convert audiences. Set them up right, and they can significantly elevate e-commerce sales. Use this simplified guide to harness their potential!