This guide provides a checklist of concepts and tasks for each of the three Performance Max business goals to help you build your campaign. To get started, select a business goal:
Performance Max for online sales with a product feed (retail)
Performance Max allows advertisers to access all Google Ads channels and inventory from a single, unified campaign. The steps to create a Performance Max campaign for retail are as follows. Click the links in each section for more information.
Performance Max concepts
Performance Max for online sales with a product feed helps you expand your reach and goals by offering the opportunity to serve on additional inventory.
When creating a Performance Max campaign, you can use a bulk mutate request to create the resources required to form a valid, serving campaign in a single request. Not all resources must be created in a single bulk mutate request. The following resources are required to create a valid, serving Performance Max campaign. Learn more in the Structure requests guide.
CampaignBudget
Campaign
AssetGroups
AssetGroupAssets
(if applicable)AssetGroupListingGroupFilters
Campaign and campaign budget
- The budget must have a
DAILY
budget period (learn more). - The budget cannot be shared.
Performance Max campaigns have an
AdvertisingChannelType
of PERFORMANCE_MAX
. No AdvertisingChannelSubType
should be set.
These are the only supported bidding strategies:
If you aren't tracking values and care about all of your conversions equally, use the
MaximizeConversions
bidding strategy. An optional target CPA (cost-per-action) can be set. Learn more.If you're tracking values with your conversions, set the
MaximizeConversionValue
bidding strategy. An optional target ROAS (return on ad spend) can be set. Learn more.
If conversion goals are not explicitly set for the campaign, it defaults to using customer-level conversion goals. However, you can override customer conversion goals to set campaign-specific conversion goals (learn more).
Performance Max campaigns support the following types of criteria:
AD_SCHEDULE
(learn more)BRAND
LANGUAGE
(learn more)LOCATION
(learn more)LOCATION_GROUP
(learn more)WEBPAGE
Assets, asset groups, and product targeting
Assets are not required for Performance Max for retail campaigns since Google automatically creates assets from the product listings included in the associated Merchant Center account. However, we recommend adding assets for better campaign performance.
An asset group is a collection of assets centered on a theme or related to a target audience. The asset group is used to assemble all of your ads and build an inventory for all applicable ad formats for your advertising objective. Learn more about asset groups.
Asset groups contain one or more final URLs. At least one final URL is required. Use the URL that is most relevant to the conversion path for the given asset group and campaign objectives.
A common approach for creating asset groups in Performance Max for retail campaigns is to organize asset groups by product or product group (more detail below).
An AssetGroup
is linked to an
Asset
by creating a new
AssetGroupAsset
and providing the following:
- Resource name of the
AssetGroup
- Resource name of the
Asset
AssetFieldType
of theAsset
in theAssetGroup
In Performance Max for retail campaigns, an
AssetGroupListingGroupFilter
lets you partition your products into groups, which are referred to as
listing groups in the web
interface. You can group using multiple dimensions to form a product partition
tree, which lets you include or exclude products from a given asset group.
An AssetGroupSignal
is a signal that you can
provide to Google to optimize ad serving at the asset group level. There are two
types of hints that you can provide to Google:
audience
: A reusable collection of focused segments, demographic targeting, and exclusionssearch_theme
: Information about what your customers are searching for and which topics lead to conversions for your business that you can provide to Google AI
Only some ValueTrack parameters are supported for Performance Max campaigns (learn more).
Optimization with recommendations
Performance Max recommendations categories: