10 Tips for Optimizing Google Performance Max Shopping Campaigns

Google Performance Max is a campaign type that uses machine learning to optimize your ad performance across multiple Google networks. With the right approach, Google Performance Max Shopping campaigns can serve as a powerful tool for e-commerce businesses looking to drive more sales and revenue without investing too much in the supervision of online marketing campaigns. In this blog post, we will cover the most essential Google Performance Max optimization tips.

Set Clear Goals for Your PMax Campaigns

Setting clear goals for your Performance Max campaigns should always be your starting point. Remember two things when setting goals for Performance Max campaigns. 

Performance Max campaign goals should be specific and match your primary and secondary actions to make sure your customers have a good experience. They also help you measure, improve, and adjust your campaigns to reach your desired results quickly and easily.

Use High-Quality Assets: Images, Videos, and Texts in PMax Campaigns

Performance Max campaigns use visual machine learning to analyze product images, so it’s important to use high-quality images that accurately represent your products. This will help the algorithm match your products with the right audience and maximize your ad performance. Outside of price, the first thing that a potential customer checks out is product images. Always use high-quality product images that match key features and benefits in the product description. Also, remember to:

Using high-quality assets in your PMax campaigns is fundamental for maximizing ad performance. These assets not only impact the algorithm’s optimization of your campaigns but also play a pivotal role in captivating potential customers and establishing credibility. By offering a diverse range of high-quality visuals, adhering to ad requirements, and leveraging tools such as the ‘Ad strength’ indicator, you can consistently enhance the quality of your Performance Max creatives and generate superior outcomes.

Segment Your Products into Listing Groups

Why You Should Segment Your Products

  • Segmenting your products helps you create ads that are more relevant to what users are searching for. This increases the chances of clicks and conversions.
  • Grouping products with similar attributes gives you better control over your bidding strategy. You can set specific bids for different product segments based on their performance, price points, or margins.
  • Segmenting helps you allocate your budget more efficiently. You can prioritize budget allocation to top-performing segments, ensuring that you get the most out of your advertising spend.
  • Creating listing groups with similar products allows you to tailor your ad copy and creative assets to match the characteristics of each group. This personalization can lead to higher engagement and conversion rates.

How to Segment Your Products

  • To segment your products effectively, consider using attributes like product type, brand, category, price range, or other relevant characteristics. For instance, if you sell clothing, create separate groups for men’s, women’s, and children’s apparel.
  • Your product data feed, which provides information about your products, is crucial for segmentation. Make sure the attributes in your feed are accurate and complete. Google uses this data to match user queries with your products.
  • You can further refine your product grouping by creating custom labels within your feed. These labels can be based on factors important to your business, such as seasonality, product availability, or profitability.
  • Regularly monitor the performance of your listing groups to identify top performers and areas for improvement. Google provides detailed metrics for each group. Adjust your bidding and budget allocation based on this performance data.
  • Create custom listing groups for users who have interacted with specific products on your website. Show them tailored ads featuring the exact products they viewed.
  • Take advantage of Google’s machine-learning algorithms to optimize your listings. Use automated bidding strategies and targeting options to streamline the management of your segmented products.
  • Keep your listing groups up to date by regularly updating them as your product catalog evolves or seasonality impacts your offerings. This ensures that your ad campaigns align with your current product lineup.
  • Test and optimize—use A/B testing and experiments to find out which segmentation strategies work best for your business. You might need to improve your segments over time using performance data and testing results.

Get the Most Out Of Your Shopping Ads

Sort Your Assets by Asset Groups

  • At least one asset group is required for each operation. 
  • Each campaign can have a limit of 100 asset groups.
  • An asset group cannot be shared between campaigns.

Use Exclusions in Your Performance Max Campaigns

Optimize Your PMax Bidding Strategy

With Performance Max, you have two bidding choices. 

  • Maximize conversions (with optional target CPA). If you have a new account, begin with this one so that Google can get as much data as possible.  This option works well if you
    • already have some historical data 
    • seeking to maximize conversions within a certain budget. 
  • Maximize conversion value (with optional target ROAS).  With this approach, you can maximize conversion value while maintaining a fixed budget or return on ad spend. It works for accounts that have historical info as well. 

Plus, try to

  • set a reasonable budget—don’t go with either a small or a large budget, particularly if you’re just getting started with PMax
  • use your average budget size as a standard.

Also, try some of these tips, depending on the situation.

  • Start with maximizing conversions for new accounts. If you’re starting a new account or have limited data, begin with the “Maximize Conversions” strategy. This allows Google to gather initial data and optimize your campaigns more effectively.
  • Use historical data for Target ROAS. If your account has a lot of historical data, consider using the “Maximize Conversion Value” strategy with a Target ROAS. This will help you prioritize revenue and ROI in your campaigns.
  • Monitor and adjust. No matter which bidding strategy you choose, it’s important to regularly monitor your campaigns’ performance. Use key performance indicators (KPIs) like CPA, ROAS, and conversion rates to evaluate the effectiveness of your bidding strategy.
  • Test and experiment. Don’t be afraid to experiment with both bidding strategies to see which one works better for your campaign goals and budget limitations.
  • Consider seasonality. Take into account any seasonal factors that may impact your business. Adjust your bidding strategy and budget accordingly to optimize your campaigns during peak periods.

Keep Your Product Shopping Feed Streamlined and Fresh

Regardless of the method you use to manage your product feeds, follow the advice below. 

  • Always keep your product feed organized and updated. 
  • Submit/resubmit the feeds every 30 days (even if you did no updates). This ensures that the data is current and relevant. 
  • If you have many feeds, don’t move items from one to the other. 
  • Define a product maximum for large feeds.

Check these blog posts for more tips on Google product feed management ⬇️

Use Negative Keywords to Filter Out Irrelevant Searches

Leverage Additional (Third-Party) Automation for Your Performance Max Campaigns

Automated third-party tools can positively affect the efficiency of your PMax campaigns. Bidbrain, for example, can provide you with 

  • handy feed management tools
  • advanced AI bidding algorithms
  • automated product title rewriting
  • activation of products without historical data
  • extraction of insights unavailable in PMax and Google Shopping, and so on.

Monitor and Adjust Your Performance Max Campaigns

Final Thoughts

Optimizing your Google Performance Max campaigns is crucial for achieving the best possible results and maximising your return on investment. Whether you’re an experienced digital marketer or a newbie to online marketing and advertising, remember to take the time to fine-tune your PMax campaigns, test different strategies, and stay up to date with the latest trends and best practices in the industry.

Get the Most Out Of Your Shopping Ads

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