Want to leverage our expertise and experience with Google Performance Max Campaigns ? Read the four (4) different strategic approaches to structure your Google Performance Max campaigns. And learn which structure approach is the right according your marketing goals.
1. The one-campaign approach
The one-campaign approach involves setting up a single PMax campaign and including all products from your product feed. This method might be easier to setup. But, if you want to maximise profitability we suggest avoiding this approach at any cost. Everything will be grouped together and you’ll have zero control over what products are shown and when. You simply tell Google to spend your budget where and as it wants.
2. The feed-only campaign approach
If you only want to focus your budget on Google’s Shopping, rather than YouTube and Display, you can utilize the feed-only PMax approach. You simply create a new PMax campaign without any assets and let Google take all information about your products from your data feed submitted in the Google Merchant Center. The feed-only campaign approach replicates the no longer existing Smart-shopping campaign type.
This campaign approach is ideal when you don’t have high quality creatives and want to focus your budget in bottom-of-funnel placements. The feed-only PMax campaign approach can compliment other campaign types running successfully in your Google Ads account and lets you have a greater control over budget allocation across different ad placements.
Our advice: You should create either a new asset group or a new campaign, with the feed-only approach to test performance vs an All assets PMax campaign. You should not create a feed-only Pmax campaign right from the start. Start with an all assets PMax campaign first and incorporate a feed-only Pmax campaign afterwards.
Expert tip: We suggest using the new Google Ads Script released by Tobias Hink and Mike Rhodes, to get a better view on your PMax campaigns’ budget distribution across all different placements. With this Google Ads Script, you will see performance KPIs such as Cost, Conversions and Conversion Value for the last 30 days, on the campaign level.
3. All assets campaign approach (aka the default option)
All assets PMax campaigns is the default option, when setting a PMax Campaign, and utilizes all the assets you provide (text, image and videos) to help you reach a wider audience.
You should use the all assets PMax approach if you are able to produce high quality image and video assets, and want to run ads across Google’s ad inventory. The all assets PMax campaign approach is for you if your entire Google Ads account is already performing well and you want to scale performance even more.
Our advice: To quickly collect data across Google placements we suggest allocating a at least €30 per campaign, per day, to fully utilize the power of Google’s machine-learning algorithm.
Expert tip: Avoid grouping all products into a single campaign (aka the one-campaign approach described above) and leverage the power of segmentation, to create different campaigns or asset groups for different product categories or themes.
4. Feed only vs All assets approach
Do not know how to structure your PMax campaigns? We suggest creating an all assets PMax campaign when starting out. Once you have collected performance data across different Google channels, asset types and specific products, we suggest running a feed-only Pmax campaign to test performance. You should segment your best and low performing products in different feed-only campaigns.
Expert tip: To run feed-only PMax campaigns make sure you have at least 20 products per campaign (or asset group). Campaigns with single or less than 20 products do not generate any good results and collect low quality data.
Need Help With Your Performance Max Campaigns?
Google Performance Max campaigns are designed to maximise ecommerce performance using machine learning models. This doesn't mean you can set and forget them. You still need to stay on top of Google PMax management.
If you are a retail business in need of help with Google PMax, get in touch with our specialist performance marketing team to discuss how we can help you achieve your business goals.
Date:
Tuesday, 20 Feb 2024
Written by:
Performance Team
Category:
Google Ads
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