Performance Max (PMax) uses Google's automation to decide where and when to show your ads. For online stores, it combines Shopping listings with other placements, aiming to maximise conversions or conversion value.
What PMax needs to perform
- Accurate conversion tracking: purchases with order values, ideally with enhanced conversions.
- A clean product feed: correct titles, images, prices, availability and GTINs in Merchant Center.
- Good creative assets: images, logos, headlines, descriptions and ideally videos.
- Audience signals: customer lists and website visitors help guide the algorithm.
Structure your campaigns
Split products into asset groups or campaigns based on margin, category or performance. Bestsellers and high-margin items may deserve separate budgets.
Watch for brand cannibalisation
PMax may spend on searches for your own brand name, which you might have won organically. Monitor search term insights and use available brand controls.
Exclude what doesn't make sense
Exclude out-of-stock items, very low-margin products and products with high return rates.
Give it time
PMax needs data to learn. Avoid making big changes every few days. Review performance after a few weeks.
COD and returns
If COD orders have high return rates, value-based bidding using only delivered orders gives a truer picture. Consider importing offline conversion adjustments.
FAQs
Should we stop Standard Shopping campaigns?
Not necessarily. Some advertisers run both for control and testing.
Is PMax suitable for lead generation?
It can work, but needs strong lead quality tracking.
How much budget does PMax need?
Enough to generate regular conversions; very small budgets limit learning.
