Shopping / Performance Max Campaigns

What is Performance Max now?

It is a bit of a one-size-fits-all kind of campaign type where you can use the whole Google network in 1 campaign. When creating a performance max, you work with a combination of assets and you can use up to

• 15 images 
• 5 logo variants
• 5 videos
• 5 headlines of 30 characters
• 5 long headlines of 90 characters
• 5 descriptions

create. Then Google's machine learning goes to work on launching the campaign and the ads are automatically distributed across all Google platforms: Search, Display, YouTube, Gmail & Discovery. Performance Max is currently rolled out for both lead gen and E-commerce.

Performance Max campaign vs. Smart Shopping campaign?

The biggest difference between Performance Max and Smart Shopping Campaigns is that Performance Max goes much further in automation and targeting capabilities. For example, with Smart Shopping it is not possible to add audiences, with Performance Max it is. In addition, Performance Max campaigns are shown on a much wider network so you can reach many more people. With Performance Max it is also possible to add audience signals, which was not the case with Smart Shopping campaigns. Finally, you can add many more assets to Performance Max campaigns, besides your product feed.

Smart Shopping campaigns have been completely replaced by Performance Max campaigns.

Optimizing based on ROAS (ROI).

With Google Shopping Ads, there is the possibility to view reports of the most sold products in your webshop through Google Shopping campaigns. This allows us to set up specific campaigns for the top products. In addition, based on margin (cost of goods sold) we can determine which Return On Ad Spend (ROAS) we want to achieve. Products with high margins we can give a lower ROAS, products with low margins we give a higher ROAS. In this way we can guarantee that the advertising budget we put into the campaigns actually achieve a certain return on investment (ROI).