The Best Way To Setup Performance Max Campaigns for Ecommerce

Google released Pmax campaigns to the advertising world back in 2021. Since then it’s made quite the splash, mostly for ecommerce businesses. In my experience I constantly see the highest ROAS and Conversion Value using Pmax campaigns when advertising ecommerce websites.

First you want to be aware of the fact that by default, it will be advertising under your brand term, which will undoubtedly skew results in a positive way. Because of this, it’s better to add your branded term as a negative keyword in the Pmax campaign and just set up a separate search campaign that only targets your branded terms. This way you get more control over your campaigns and can get a more accurate picture on what’s driving conversions. 

Pmax campaigns also have asset groups instead of ad groups. They’re very similar however and you can structure your asset groups in a similar way that you’d structure ad groups. I like to create an asset group for each product category you have. This way the assets (ad copy, images, video, etc) you use can be more specific and tailored to that product category. 

Sign up for free access to this post

Free members get access to complete blog posts like this one, plus exclusive Google Ads strategies and case studies.