Performance Max Campaign Set-up for eCommerce [Updated for 2024]

Summary

In this video, the presenter provides a detailed, step-by-step guide on setting up Google Ads Performance Max campaigns for e-commerce brands in 2024. The focus is on using conversion data from existing search and shopping campaigns to optimize Performance Max for new customer acquisition. The video explains the importance of accumulating at least 30 conversions per month before launching Performance Max, along with strategies for brand exclusions and optimizing for new customers. Viewers are encouraged to follow a link in the description for a downloadable setup guide and tips on further campaign optimization.

Takeaways

• 🔄 Google has updated Performance Max campaigns with new setup options, specifically for e-commerce brands using a shopping feed.
• 🛒 The video focuses on Performance Max campaigns for e-commerce, but a separate video for service-based businesses will be released soon.
• 🚀 It's recommended to start with search and shopping campaigns before moving to Performance Max to gather sufficient conversion data.
• 📊 You should have at least 30 conversions per month before starting Performance Max to ensure good audience targeting and better results.
• 🔍 Use search and shopping to identify top-performing keywords, product pages, and ad creatives before transitioning to Performance Max.
• 🆕 The main strategy for Performance Max is to focus on acquiring new customers by excluding your brand name in targeting.
• 🌍 For location targeting, it’s best to go country by country unless you’re targeting tightly grouped regions like Europe.
• 🔗 You need to link your merchant center with platforms like Shopify or WooCommerce for seamless setup in Performance Max.
• 💡 Use audience signals from your search and shopping data, such as top converting search terms and demographics, for better Performance Max results.
• 📈 Start your Performance Max budget between 25-50% of your total ad spend, ideally as additional budget rather than cutting into existing campaigns.

Q & A

What is the purpose of this video?

The video aims to provide an updated step-by-step guide on how to set up Performance Max campaigns for e-commerce brands using a shopping feed in 2024.

Why does the speaker recommend not starting with Performance Max right away?

The speaker advises against starting with Performance Max immediately because the campaign requires existing conversion data from search and shopping campaigns to perform effectively. Without this data, Google may take a scattergun approach, resulting in ineffective targeting.

What is the suggested approach before using Performance Max?

Before using Performance Max, the speaker recommends running search and shopping campaigns to gather conversion data, optimize product pages, keywords, and ad copies, and understand what drives the best results for the brand.

When should an e-commerce brand start using Performance Max according to the speaker?

The speaker suggests starting with Performance Max only when the brand sees at least 30 conversions per month, which gives Google enough data to optimize for similar audiences and conversions.

How does Performance Max identify new customers for an e-commerce brand?

Performance Max uses the existing audience profile from a brand’s search and shopping campaigns to find new potential customers by targeting people with similar characteristics and behaviors.

Why does the speaker recommend excluding the brand name from Performance Max targeting?

Excluding the brand name ensures that Performance Max focuses on finding new customers who have not previously interacted with the brand, while search and shopping campaigns target high-intent users who are already familiar with the brand.

What are some key steps in setting up a Performance Max campaign for e-commerce?

Key steps include selecting 'Sales' as the campaign objective, linking your merchant center (Shopify or WooCommerce), using conversion value bidding (without setting a ROAS target initially), optimizing for new customers, and excluding your brand name from targeting.

Why does the speaker not recommend setting a ROAS target at the start of a Performance Max campaign?

The speaker advises against setting a ROAS target at the start because the campaign is new, and it is unclear whether it will perform at the same level as existing search or shopping campaigns. It’s better to wait 3 to 6 months before setting a ROAS target.

How does the speaker recommend managing campaign budget allocation for Performance Max?

The speaker suggests starting with a Performance Max budget that is 25-50% of the total advertising budget. This ensures that the brand doesn’t take away too much from high-performing search and shopping campaigns.

Why is it important to use search and shopping data when setting up Performance Max asset groups and signals?

Using data from search and shopping campaigns allows brands to input their highest-converting headlines, descriptions, search themes, and audience signals into Performance Max, which improves targeting accuracy and campaign performance.