By Dennis - Comments: 15

Last Updated on September 22, 2022

blog-banner-google-performance-max-logo

Performance Max campaigns are taking the world of Google Ads by storm.

pMax campaigns were only announced a few months ago, but right now they are on top of the to-do list for many businesses and services providers.

In this article, we’ll show you why that is. We’ll get you up to speed with how Performance Max works and how you can integrate them in your Google Ads approach.


What is Performance Max?

Performance Max is the Frankenstein monster of Google Ads.

Instead of using specific ad formats, like Search or Shopping Ads, Performance Max Ads are able to show in every channel Google is able to target.

That means Search, Shopping, YouTube, Display, Discover, Gmail, and Maps.

google-performance-max-graphic
Image source: Google

If you’re not very familiar with Google Ads, this might sound great. Because now you can show ads in all those places, with a single campaign that takes less work to set up and manage!

But if you do have a bit of experience running campaigns, all alarm bells are ringing 🚨

Why should you care about Pmax?

Google only announced Performance Max in November of 2021.

And now they’ve already confirmed that Performance Max will replace Smart Shopping by September of 2022.

This is pretty remarkable. Because if you’ve ever been on the phone with a Google rep in the last couple of years, you might have noticed how hard they’ve tried to sell Smart Shopping.

Only to switch once again.

Performance Max is the next step in the evolution we’ve seen play out in the last few years.

That evolution consists of Google using machine learning to take more control over what your ad looks like, when, and who it is shown to.

Before, you had the option to turn off things like Search Partners or Display Select with regular Search and Shopping Ads.

But with the launch of Smart Shopping in 2019, that optionality changed.

All of a sudden, your ads were now showing on Shopping, Display, YouTube, and Gmail.

So if you’ve drank the Smart Shopping Kool-Aid, things are about to change and you have to pay very close attention to the rest of this article.

How Do Performance Max Campaigns Work?

Like I mentioned above, Performance Max campaigns (also called pMax) do a lot of things at once.

Think of a combination of a Search, Shopping, Display, and YouTube Ad.

If you’re more familiar with Google Ads, Performance Max basically is a merger of Smart Shopping with Dynamic Search Ads.

In order for Google to be able to do this, you provide them with a product, feed, a bunch of assets like headlines, images, and videos.

Google will then mix and match all of these elements to come up with a different ad depending on the placement.

preview different placements of google performance max campaigns
Preview of a YouTube placement for this Performance Max campaign

The Preview above shows my Performance Max Ad on YouTube.

Because pMax campaigns do so much, they have a big impact on other campaigns. We’ll look closer into the exact impact later in this article.

Difference between Performance Max and Smart Shopping

Performance Max Smart Shopping
Placements Search Network, Display Network, YouTube, Gmail, Discovery & Maps Search Network, Display Network, YouTube, Gmail
Reach Very wide Wide
Bid strategy Maximize Conversions or Maximize Conversion Value Maximize Conversion Value (w/ optional Target ROAS)
Level of control Low Low
Campaign transparency Low Low
Optimization potential Medium Low
Remarketing Included by default Included by default
Impact on Search campaigns Yes None

What Are the Benefits of Using Performance Max?

To get the benefits of using Performance Max campaigns, where better to look to than the initial Google announcement?

Here is what they claim:

  1. Increasing conversions and value
  2. Finding new customers
  3. Gaining richer insights
  4. Working together with automation

It’s still the early days for Performance Max campaigns. But from my own experiments, I haven’t seen any of the above play out yet.

To me, the current advantages are fairly limited:

  • Potentially more reach: you’re leveraging even more Display-style placements. But this doesn’t always mean better performance.
  • Less work: since Google is handling so much behind the scenes, there is not a lot of work left to do.

Downsides of Performance Max Campaigns?

The downsides of Performance max share a lot with my criticism of Smart Shopping.

Little Or No Insights

If Smart Shopping was a black box, Performance Max is even blacker.

At this moment, there is very little insight into how the budget is allocated. Both on the different channels, or on the type of visitors (prospecting vs remarketing).

With the impact pMax has on Search (see later in the article), there is also little insight on where cannibalization is happening.

All this results in a scary situation for advertisers. Either you’ve got great results and blindly increase the budget until it stops. Or your campaign suddenly tanks and you’ve got no idea why that is.

Cannibalization

Since Performance Max covers a much wider range of ads, launching it can have a big impact on your existing campaigns.

If you’re not paying close attention, it will cannibalize some of your other campaigns, and claim credit for the sales.

This makes it a lot harder to judge the incremental value of Performance Max.

I’ll further discuss the exact impact Performance Max has on your existing account. But for now, I’ll leave you with this chart:

google smart shopping campaign tanks
Smart Shopping campaign tanks after pMax is launched

Can you guess when this advertiser launched a Performance Max campaign?

Limited visibility on keywords or placements

Unlike Smart Shopping, Performance Max offers more insights into which search terms are being triggered by the campaigns.

For placements, they have also launched a report, but currently it’s still a little light on the details.

No access via Google Ads editor

Google Ads Editor doesn’t support Performance Max campaigns. They simply will not show up in your campaign list.

If you want to set up a lot of asset groups or have some detailed location targeting to implement, this currently means a lot of manual work.

But I’m sure Google is working on an update for this. Recently support via the Google Ads API was enabled and the campaigns are now visible in Google Data Studio.

Impact of Performance Max on Other Campaigns?

One of the most important things to discuss when it comes to pMax is the impact it will have on existing campaigns.

To do that, take a look at the chart below.

It shows the impact of Performance max on the campaigns in the first column, and which campaign actually enters the auction.

google-performance-max-campaigns-impact
Impact of Performance Max on other campaigns – Source: Google, ht Alex van de Pol

To me, the most important part of that chart is the impact on branded Search Ads.

If you have both a Search Ads campaign that uses phrase or broad match keywords, and a Performance Max campaign, the latter will probably show.

That means that if you have Search Ads campaigns that target your branded keywords, depending on the keyword match type, Performance Max will take credit for those conversions.

Since branded searches usually are the most profitable campaign that you can run, pMax will look very good, without actually doing anything new.

So you want to make sure that your branded search is set up in such a way that this isn’t possible.

According to the table above: either by having exact match keywords or if you have other keyword match types, by having a higher ad rank.

Since we can’t see keywords or quality scores for pMax campaigns, you’ll be guessing if your campaign is showing up or not.

How to Create a Performance Max Campaign

It’s become clear that Performance Max campaigns work very differently from other campaigns.

That’s also true for their setup. They are also a bit different to set up.

So let’s look at how to set up a Performance max campaign, step by step.

1 – Pick a campaign objective

When you create a new campaign, Google always asks you about your campaign per marketing objective.

Select the last option in the list, “Create a campaign without a goal’s guidance”:

google campaign objective

2 – Pick a campaign type

Next, you can select a Performance Max campaign.

select performance max campaign
Select a Performance Max campaign

3 – Select conversion goals

Next, you need to select the conversion goals that are used for campaign optimization.

conversion goals performance max campaigns
Pay close attention to which goals are selected!

Pay close attention to this step. Be sure to remove non-essential goals. This avoids duplicate goals or tracking useless things like newsletter signups.

If you would like to remove a goal, simply click the three dots on the right and click “Remove goal”

remove goal google campaign

4 – Budget & bidding

The next section of the setup is where you set your budget and bidding strategy.

budget bidding options performance max campaigns
Budget & bidding options for Performance Max

If you’re not sure what budget to pick, here is a budget recommendation from Google:

Try an average daily budget of at least three times your CPA or cost/conv. for the conversion actions selected for your campaign

Available smart bidding strategies are Maximize Conversions and Maximize Conversion Value. Both have the option to set a target CPA, target ROAS, so that gives you additional levers to pull.

5 – Campaign Settings

In this step, you can make some additional adjustments to your campaign like selecting the locations you want to target.

campaign settings performance max campaigns
Campaign settings for Performance Max

Since pMax is also targeting Search, you also need to select the language(s). This is very different from Shopping campaigns, where Google would use all products that are approved for a specific country.

The last import setting is Final URL expansion.

performance max final url expansion

This option basically asks you whether you want to add Dynamic Search Ads to your campaigns.

If you select “Send traffic to the most relevant URLs on your site”, Google might look beyond the Final URL in your ad or product URLs in your feed for a page on your site that matches the intent better.

Use the Exclude to avoid pages like your About us page showing up as the main URL. (You can add them as ad extensions)

We’ll explore this feature in more detail in the optimization section of this article.

6 – Create Asset Group(s)

Next, we need to set up one or more asset groups.

This is something that’s pretty different compared to other campaigns.

An asset group is basically an ad group, product group, and advertisement packed into one.

Listing group

First, you have to select the products you want to include in this asset group. By default, it uses all products that are in your feed.

To change that, click the pencil icon to select based on the same criteria we know from other Shopping campaigns.

performance max listing groups

Assets

When you open up the asset menu, you’ll see a lot of resemblance with Smart Shopping Ads.

performance max assets groups

You give Google a bunch of creative assets, and they combine it in different ways depending on the placements.

Here is what you need:

  • Headline: 3-5 headlines
  • Long headline: 1-5 long headlines
  • Description: 2- 5 description texts
  • Images: at least 1 square and one landscape image
  • Logo: at least 1 square logo, others are optional
  • YouTube video: not required, up to 5 videos of min 10 seconds

I listed the minimum for each ad. But ideally, you want to provide a bunch of assets Google is able to combine. Especially in terms of the images, it’s important to provide variation in dimensions and content.

If you’re interested, here are all potential assets you can provide for Performance Max:

performance max asset requirements
Detailed requirements for Performance Max assets

When you start filling in your text assets, Google will pull headlines and descriptions from your other ads, which makes it pretty easy to re-use them.

performance max headlines
Suggestions for headlines

Audience signal

Audience signal is another new thing that has a new name but actually has pretty familiar content.

Google says that adding an audience signal will help steer its automation more quickly towards the right customers.

Here is what it looks like for my store:

performance max audience signal selection

An audience signal is a combination of:

What you select in this list won’t be the only targeting criteria. It just gives Google a jumpstart at understanding what your audience looks like.

performance max audience signal

7 – Extensions

The last step of setting up a Performance Max campaign is adding your ad extensions.

Because your ads are also appearing as Search Ads, this is really important to grab all the real estate you can.

performance max extensions

Not all ad extensions are available yet. But you can already add sitelinks, callout extensions, structured snippets, and promo extensions when appropriate.

When those are added, your campaign is ready to go!

Performance Max Campaign Optimization

When I started writing this section, I had a sentence in place that this section would be pretty light and that we would be adding over time. But now that I’ve finished writing, I’m actually surprised at how much we can already do!

When we talk about how to get better results or how to scale Performance Max campaigns, it’s important to stress that it’s still the early days.

We’re in the middle of running tests. And I’m sure that on the Google side, still, a lot is changing.

But from looking at the intent with this campaign type, it’s already clear that there are a lot of parallels with Smart Shopping optimization.

We’ll cover these more common best practices last, and start with some existing tips, ideas, and wild guesses first 🤓

Quick note: if you love geeking out about this stuff as well, check this new thing we’re launching!

Performance Max campaign structure

One of the key differences with Smart Shopping is that you’re able to create multiple Asset groups per campaign.

In fact, you’re able to have up to 100 assets groups in a Performance Max campaign:

multiple assets groups performance max
Multiple assets groups in a Performance Max campaign

So I’m guessing these Assets groups really do behave like Ad groups. (Of which you can have 20,000 in a campaign btw)

This opens the door to having a single campaign, but building out multiple assets groups to target different parts of your product catalog, a different theme, or a different audience.

Then you can customize each asset group with different text, images, and videos, a different Final URL, and different products.

One Google recommendation to keep in mind is to minimize listing group overlap:

We recommend that each asset group target different products (i.e., Products A-L in Asset Group 1 and Products M-Z in Asset Group 2).

This is in line with one of our iron rules: one thing, one campaign.

So I think the multiple asset groups is probably one of the biggest levers we have available.

Asset optimization

Besides multiple asset groups, we can also improve the assets within each asset group.

Here is an overview of the Asset detail report, which looks a lot like the report for Responsive Search Ads:

performance max asset report
Overview of the assets performance inside pMax

All your assets, text, images, and videos will be evaluated. You’ll see the result in the Performance column.

There are four potential values:

  • Low: low performing against all other assets of the same type across properties.
  • Good: assets perform well enough
  • Best: one of the highest performers of all assets
  • Pending: not enough data yet (you’ll need > 5000 impressions per asset)

The goal is to get rid of the Low performing ones and have at least multiple “Best” assets for each asset type.

Note that a specific asset type performance is different from “Ad Strength”. This last one is an indicator that Google gives depending on the amount and variety of assets that you’ve provided in your asset group.

performance max ad strength

If this works similar to other accounts, a poor ad strength doesn’t automatically mean you’ll see bad results.

One other interesting observation from the asset type report above is the last column Source.

performance max asset report source

In this report, the source is Advertiser, it basically are all assets that I provided.

But that brings the question of whether there are assets that are NOT provided by the advertiser?

To explore that rabbit hole, let’s talk about video!

Performance Max Videos

If you don’t add a video to your asset group, Google will automatically generate them.

performance max automatically created videos
Look at the videos Google added to my campaigns!

If you’re wondering if they’re any good, have a look at what was added to my campaigns:

performance-max-auto_created_video_youtube_google
YouTube doesn’t allow embedding, but click here to see the ad

I have (mostly) stayed away from YouTube Ads because it’s so hard to produce good creative.

So imagine how much it pains me to spend money on this type of garbage.

The only way to stop showing these auto-generated videos is to add a YouTube video that can show instead.

If you have the resources, I would recommend creating your own video, instead of trusting that Google will put something together that represents your brand and products well.

Since this will open YouTube Ads to a lot of advertisers, I expect a lot to happen here in the coming months.

Adding Negative keywords

Unlike Smart Shopping, Performance Max offers more insights into which search terms are being triggered by the campaigns.

Under Insights, they provide the “Top search themes”:

performance-max-top-search-terms

If you click on either of the themes, you can see the actual search terms:

performance-max-search-queries

This is a lot less data than what you can get with Standard Shopping or normal Search Ads campaigns.

  • No indication if these searches served Shopping or Search Ads
  • You have no idea how random of a selection this is: are these all searches, the most popular, etc.

But after being starved from keywords with Smart Shopping, I’ll take any data I can. (And realize how deep I’ve fallen 😅)

If you do identify poor keywords in this list, you can’t add negative keywords manually to your campaigns. But similar to Smart Shopping, you can add them by going through Google support.

Google is working on account level negative keywords, so that might make it a little bit easier vs going through support!

google account level negative keywords
Account-level negative keywords are coming to Google Ads! – source: Google video

 

URL Expansion

When Google says URL expansion, they are talking about going beyond the Final URL and the individual product URLs.

In the setup section, I mentioned the ability to turn this on or off. But actually, there are 3 options:

  1. URL expansion ON, no exclusions
  2. URL expansion ON, with exclusions
  3. URL expansion OFF

Note: URL expansion is OFF if you’re not targeting All products in the listing group.

I would mainly test #2 & #3. As part of the exclusions, I would put any non-commercial pages on my site like about us, FAQ, shipping details, etc.

You might want to use them in your sitelinks, but not as the main URL of your ad!

Campaign Priority & Performance Max

Performance max takes priority over all Shopping campaigns, both Smart and Standard Shopping.

But digging through the Google Ads API docs, I found an interesting line on campaign priority:

Campaigns with numerically higher priorities take precedence over those with lower priorities.

performance max campaign priority
Campaign priority in Performance Max?

I think this refers to having multiple pMAx campaigns in an account and then using different campaign priority settings to prioritize one over the other.

This opens the door for more complex account structures and our beloved tiered bidding tactic!

Performance Max Placements

Google has a predefined report inside of Google Ads called the “Performance Max campaign placements”.

performance max reports

But in its current state, the report is either very light on details, or it doesn’t work very well.

The only Column that’s available is Impressions.

Check this example:

performance max campaign placement report
This placement report isn’t very useful at the moment

We can see “Google Owned & Operated” placements, with 6 impressions. Not really that helpful in a campaign that got over 700 clicks. So much for promising more insights!

But I suspect we’ll see more metrics and more accurate data in the coming months.

Once there is a more useful report, it can help to exclude certain placements via account level exclusions.

That covers the optimization details that are unique to Performance Max campaigns. Luckily there are a bunch of tactics we can leverage from other campaign types.

Google Merchant Center business settings

In Google Merchant Center, you can upload your logos and business colors.

That makes sure that at least some part of your branding is used in your ads:

performance max colors
My purple main color comes through thanks to GMC settings

Leverage Goals Deep in the funnel

Performance Max isn’t just for retailers. It can also be leveraged for lead gen campaigns.

One of the recommendations Google has for those advertisers:

If using Maximize-conversions or tCPA bid strategies, select the deepest funnel conversion action that has sufficient frequency and set the tCPA accordingly.

This is something we’ve seen in Smart Shopping as well.

We’ve tried to get more data into Google Ads by using start checkout or add to cart as the main goal.

Even with all the necessary measures to accomplish this (discounted values or more aggressive ROAS targets), we haven’t seen this result in the algorithm getting any better as a result of more data.

So it’s interesting to see a very similar recommendation from Google about focussing as deep in your funnel as possible.

No doubt we’ll try goals higher in the funnel at some point, but it’s not on top of our list.

Feed optimization

While there is not much to change on the actual Shopping Ads, we still have a lot of power over what we put in the feed.

So like Smart Shopping, product feed optimization is very important.

First, that means cleaning up your feed and making sure you’ve fixed the warning in Google Merchant Center.

The second part is to bring in the necessary info you need to organize your campaigns via custom labels.

Then the true feed optimization can start with updating product titles, descriptions, images, etc.

One interesting new feed attribute is the short_title. This is way for you to send through a shorter product title compared to the one you use in your main feed. This will help your product titles look better when you have less real estate.

Bid adjustments

The last section of our Performance Max optimization is about the bid adjustments like ad scheduling or location targeting.

Since they’ve been around for a long time, I’m not going into detail here.

Performance Max Results (So Far)

Since the Performance Max was released so close before the 2021 holiday season, we wisely stayed away from it for all our clients.

So we’ve only started really testing for about 6 weeks. With bigger products catalogs, and giving it more budget.

Results so far have been relatively good for clients where we were pushing Smart Shopping hard.

For one client with well-built Search Ads campaigns, Performance Max also got good results, but it really came at the cost of the existing campaigns.

Because they have been honed over many years, it’s understandable that pMax isn’t able to get up to par yet.

So while the early small tests seem good, the verdict is still out!

Who Should Use Performance Max?

If you’re still with me, your head is probably spinning from all the things you should look into.

So to finish, I want to add my recommendation on who should use Performance Max.

If you’re just starting out, or you’re spending less than 1k/mo, stay away from Performance Max. Because of your limited budget, you need to take more control over where your ads appear.

If you run more advanced Display or YouTube Ads campaigns, Performance Max might cause all sorts of trouble.

For everyone else, Performance Max might be good, but you need to test.

During those tests, the most important part is to safeguard your branded Search from cannibalization.

And when you’re comparing before/after results, make sure you look at the changes in your whole account, not just Performance Max vs your Standard or even Smart Shopping campaign.

That said, I believe that right now it’s too early for Performance Max to lead the account.

We’re going to use all of the coming months to continue to heavily test and figure out scaling strategies.

But I’m worried, especially for the clients where we’re moving heavily into Smart Shopping.

We’ve taken a hit, we got addicted and now Google is promising an even better feeling. Because it’s easy, it will be a logical next step to switch to Performance Max.

But as a business with a mission to help small ecommerce businesses, we owe it to our clients to stay clean and objective.

Curious to hear your thoughts on Performance Max in the comments 🙂

About the author

Dennis

Dennis is the founder of Store Growers. He's an ecommerce PPC expert from Belgium and has been running Google Ads campaigns for over 8 years.

His goal is to cut through the BS when it comes to ecommerce advice and provide you with tactics and strategies that will make you more money.

Read more

15 responses to “The Ultimate Guide To Performance Max Campaigns

  1. Hello,

    Great article! I’ve been trying to find good information around pMax, and it’s not easy. Even Google (our Google reps) has given me conflicting advice… One said to create separate campaigns, and when I did, I was told by another “no no no”, go back to Asset Groups.

    Can you speak a little more about avoiding cannibalization with Search campaigns? I’m finding that my branded campaigns are doing okay, but the more granular ones, like by size, by age, etc., are suffering. (We are an eCom that sells shoes) So, I’m thinking I may step back from those and let pMax do it’s thing…

    I had to pause the children’s pMax because even though I had two campaigns, one for adult and one for kids, Google just wasn’t getting it. So, I paused and am trying with Standard Shopping since I need to do a lot of work with negatives to avoid overlap.

    Thx again!

    1. Hi Mona,
      Thanks! Yeah things are still very much in motion with pMax.

      pMax can show instead of your Search ads if you don’t have the same keywords in your account that are searched for. Beware that this refers to the actual query, not the “exact match type”.

      Example 1:
      person searches for: white shoes for toddlers
      search campaign: “shoes toddler” (= phrase match keyword)
      result: pMax can/will show

      Example 2:
      person searches for: gym shoes 6Y
      search campaign: “gym shoes 6Y” (= phrase match keyword)
      result: search campaign can/will show

      Hope that clarifies things a tiny bit 🙂

  2. Hey Dennis,

    I normally don’t comment on DIY/Guide articles but first off, this was one of the better articles that I have read yet on a topic in paid media. Really appreciate how thorough you were and how much detail you gave. So thank you!

    A few follow up questions for you (don’t feel obligated to answer by the way):

    ->Have you had any luck adding priorities to your PMax campaigns? If so, did you see a significant change in traffic to the campaigns you changed?
    ->Have you experimented with Brand vs Non-Brand terminology in your ad copy? If so, what did you see?
    ->Have you experimented with Prospecting vs Remarketing audiences? Guessing yes based upon this article, but if you did, what did you see as a result?
    ->Any other tips/tricks you’ve seen for optimizing these campaign types? I’m personally a fan of segmenting SKUs, Audience Signals, & DMAs based upon past CVR data from prior campaigns or Google Analytics, though I’d love to hear your perspective on this as a fellow PPC Pirate/Data Geek.
    ->Are you doing or trying to do a webinar on this topic?

    Kind Regards,
    Oliver

  3. Well I do not comment on articles – but yours is good. Have wierd experiences with performance max and simply function of adding negative keywords to it easily (even just like in smart search) would give us a way to deal with it. Sadly google is pushing it to hard. Currently I even turned off perf max in few ads accounts and restarted smart shopping which resulted in 100% higher over all account performance (and 60% in store sale) – week to week reults – in the recesion, huge inflation, in trend of searches for products going down since few months. I would say that’s says everything about it. 😉

    1. Hi Mark!
      Thanks for chiming in with your experiences.
      I agree, these are rough times. Switching from Smart Shopping to Performance Max has a lot of advertisers on edge. With so many advertisers switching during the common months, I think some of the underlying systems on Google’s side will also need to adapt to this new reality.
      Fingers crossed we figure it out soon 🙈

  4. Thank you so much, this has been very useful! I’ve been running a smart shopping campaign for 2 years now and it’s working find with around 4 transactions per day. Now I’ve paused it and created a new performance max campaign and it has been 5 days now without a single transaction. My question is, is this normal, should i wait a bit longer or is there is something wrong keeping in mind the optimization score is 100% and targeting is almost identical. Thanks again.

    1. Hi Khaled,
      Performance Max does much more than just serve Shopping Ads. So as part of starting this new campaign, Google also needs to re-adjust to see where it can get sales.

      I would be patient for a few more days before making big changes.

      Hope that helps!
      -Dennis

  5. Hi Dennis,

    I usually don’t comment on articles like that, but I really appreciated the throughout overview and your plume.
    Thank you for it,
    Best
    Mehdi

  6. Dennis:
    Loved your article. Great information on PMAX. I have one question. Do you recommend one main PMAX account with all products and then segment out asset groups by brand or categories? I’m seeing conflicting information about this on the web? At this time we have one PMAX campaign the first asset group is all products general group. Then we have other asset groups built out by brand and category. Will this method cannibalize each other? Should we set up a different PMAX account for the all products?? Love to hear your thoughts. Thank you.

    1. Hi Patrick,
      Thanks for your feedback!

      Question 1: Do different asset groups cannibalise each other:
      Yes, and that’s ok.
      My current rule of thumb is to only include every product in a single asset group. So if you have multiple assets groups, you each want to have different products in each listing group.

      Splitting it based on category is ideal, splitting it on brand+category can work, but keep in mind that these will compete for generic searches. (If you have 2 assets groups for both Nike and Adidas running shoes, which one should show if people search for running shoes)?

      Question 2: Should you have multiple Performance Max campaigns?
      You can definitely have multiple Pmax campaigns. Each campaign can have its own budget and target CPA/ROAS. So if you have big difference between products in terms of margin, or you want to allocate more budget to certain products, it might make sense to split.

      For example:

      • Pmax – Bestsellers – $200/d @ ROAS 250%
      • Pmax – other products – $50/d @ ROAS 350%
  7. Great explained…

    Are we run both Standard and Performance campaign at the same time for the advertising of the same service in 2 different campaign types?
    In Google, the new pMax campaign will not conflict with existing search and display campaings?

    Please let me know.

    1. Hi Sarfraj,
      If you run a Standard and pMax campaign with the same product inside of them, the pMax will take priority. Unless your pMax budget runs out, then your Standard Shopping campaign will take over again.

      For your second question, pMax definitely conflicts with existing search and display campaigns. You have to look at each of the campaigns and asses the impact. With Display there isn’t much you can do, but if you check the table in the article, you can adjust your Search campaigns to make them take priority over pMax.

  8. Hi Dennis,

    What’s you thoughts on amount of the amount of products you should include in a Pmax with a limited budget?

    We have around 10 000 sku’s but are running on a small budget (20 dollars a day), do you think we should consider to only include our bestsellers or a niche of our assortment so that the algoritm could learn better/faster?

    1. Hi Oskar,
      With such a larger catalog and such a small budget, I’d highly recommend feeding Google a much smaller selection of skus. This isn’t just advice for pMax but any campaign.
      Your bestsellers are a great starting point!
      -Dennis

Leave a Reply

Your email address will not be published.