As Google is planning to phase out Smart Shopping Campaign, we are replacing it with Performance Max campaigns. Performance Max is a campaign to derive machine learning-based conversions across Google Search, GDN, YouTube, Discover, YouTube, and Gmail, while also generating keyword suggestions for Search campaigns.  The impact is to strengthen Google campaigns by having image, text, video, and catalog assets work in parallel to generate revenues.

Starting a new Performance Max campaign can be challenging and it gets very important to understand the levers we can push in this campaign type as a major share of it is automated by Google. Here we are looking at the key levers that drive and we can adjust to diagnose or set up a performance max campaign.

Levers in Performance Max campaign

  • Asset Groups:

    Start by setting asset groups by categories. As a best practice, you can start by setting up two best-performing categories and another mix asset group. The logic behind this is we can give specific inputs for different categories and can give ad-copy input accordingly.

 

  • Audience signal:

       Retargeting lists and customer data are the best audience signals that we can send in a Performance Max campaign. We can also set up custom intent audiences for brand and competitors' keywords. Since this is just a soft signal we are sending the idea is to try and keep it as relevant and niche as possible.

 

  • Listing groups:

         Try avoiding an overlap of products in different asset groups, at least 30 SKUs per asset group is recommended.

 

  • Product title optimization:

         Bulk update product titles for Google by stuffing keywords. Keep a check for search impression share, this exercise will help increasing the same.

 

  • Bid strategy and budget:

       Start the campaign at maximize conversions, once the campaign starts spending the allocated budget, can try different bid strategies and budget combinations.

 

  • Creative and Ad copies:

        Update creative and ad copies as per the category in the asset group. Mapping should be taken care of here. For creative requirements, please visit Creative Requirements for Performance Max Campaign