Performance Max Campaigns
What is Performance Max?
Performance Max is Google's AI-powered campaign type that runs across all Google inventory:
- Search
- Display
- YouTube
- Gmail
- Maps
- Discovery
Benefits
- Simplified Management: One campaign, all channels
- AI Optimization: Machine learning finds best performing combinations
- Goal-Based: Focused on your conversion objectives
- Automated Bidding: Smart bidding across all placements
Setup Guide
Step 1: Choose Your Goal
- Online sales
- Lead generation
- Store visits
- Local store sales
Step 2: Set Your Budget & Bidding
- Daily budget (minimum $10 recommended)
- Choose bidding strategy:
- Maximize conversions
- Target CPA
- Target ROAS
Step 3: Create Asset Groups
Required Assets:
- Headlines (min 3, max 5)
- Long headline (1)
- Descriptions (min 2, max 5)
- Business name
- Images:
- Landscape (1200×628)
- Square (1200×1200)
- Portrait (960×1200) optional
- Logos:
- Square (1200×1200)
- Landscape (1200×300) optional
- Videos (optional but recommended)
Step 4: Audience Signals
Provide data to help Google find your customers:
- Customer lists
- Website visitors
- Similar segments
- Custom segments (interests, keywords)
Optimization Tips
Asset Best Practices
- Use high-quality images without text overlay
- Include variety in headlines
- Test different value propositions
- Add videos for better performance
Budget Recommendations
- Start with 10x your target CPA
- Allow 2-4 weeks for learning
- Avoid frequent changes
- Scale gradually (20-30% increases)
Performance Analysis
Monitor these metrics:
- Asset performance ratings
- Conversion value
- ROAS
- Search term insights
- Placement reports
Advanced Strategies
Campaign Structure
- Separate by product category
- Different ROAS targets
- Geographic segmentation
- Seasonal campaigns
Exclusions
- Brand safety lists
- Placement exclusions
- Content exclusions
- Negative keywords (limited)
Feed Integration
- Connect Merchant Center
- Dynamic remarketing
- Product groups
- Custom labels
Common Issues
Low Performance:
- Insufficient conversion data
- Poor asset quality
- Wrong audience signals
- Budget too low
High Spend, Low ROAS:
- Review conversion tracking
- Adjust ROAS targets
- Improve asset quality
- Refine audience signals
Reporting
Key Reports
- Asset combination report
- Search term insights
- Placement performance
- Audience insights
Attribution
- Data-driven attribution default
- Cross-device tracking
- View-through conversions
- Store visit tracking
Migration from Other Campaigns
From Smart Shopping
- Automatic migration available
- Preserve historical data
- Maintain learning
From Standard Shopping
- Gradual transition recommended
- Run parallel initially
- Compare performance
Best Practices
- Asset Variety: Provide maximum assets for testing
- Patient Optimization: Allow learning phase to complete
- Clear Goals: Define specific conversion actions
- Quality Content: High-quality assets perform better
- Regular Updates: Refresh creative every 6-8 weeks