Set Up Performance Max For Google Shopping

Before you start

You will need a Google Ads account (SOP 014 – web version) before setting up a Performance Max campaign. You will also need a Google Merchant Center Next (SOP 213 – web version) to activate the campaign and link it to your Google Ads accounts (SOP 219 – web version). Plus, you will also need to prepare your Google Merchant Center Next feeds (SOP 218 – web version)

Key steps 29 steps

1. 1 Sign in to your Google Ads account here.
2. 2 On the sidebar, click the “+” icon and select "Campaign".
3. 3 Select an advertising objective for your campaign. For instance, a “Sales” objective was selected as seen below.
4. 4 Next, select “Performance Max” for your campaign. Name your campaign and click “Continue” to proceed.
5. 5 If none of the goals fit what you’re looking for, select “Create a campaign without a goal’s guidance” > select "Performance Max" > Name your campaign.
6. 6 Right after, you will be directed to the Performance Max bidding page as depicted below.
7. 7 Depending on the campaign objective, you will have different options to focus on for your bidding. In this case, a “Sales” objective was selected previously and by default, the bidding should already be set to "Maximize conversions”. If you have a targeted cost per action, you may choose to tick the box and enter your cost as seen below.
8. 8 Before you click “Next” to proceed, you will need to set the bid for your customer group. By default, your campaign bids will target both new and existing customers. However, you may also choose to target new customers only by ticking the box as shown below.
9. 9 Set your bidding and add your selected locations to the target. You may also choose to enter another location or exclude it.
10. 10 Next, select or type the languages your customers speak. You can choose more than one language. This depends on the location you have added previously.
11. 11 To add more settings such as “Ad schedule”, click it under “More settings” and follow the next steps below.
12. 12 To optimize your campaign score based on a weekly performance, enter a final URL that people will go to after clicking your ad. This is under the "Asset generation" category.
13. 13 In the next category under "Asset group", you will need to name your asset group, provide your asset details and create an audience signal.
14. 14 Firstly, key in your asset group name.
15. 15 Secondly, add the details and creatives of your assets including the final URL, images, logos, headline, long headline, descriptions, business name, site links, and select a call to action. You should be able to see a preview on your right. Choose any ad display and device to preview as shown below.
16. 16 Thirdly, scroll down to "Audience signal" and click on the drop-down menu, "Add your data".
17. 17 Next, select “+New segment”.
18. 18 Depending on your preference, you may choose the available segment types already in Google Ads. To customize the segment, click "Audience manager".
19. 19 A pop-up will appear to key in the new custom segment details.
20. 20 Under “Demographics”, you will be required to input the audience’s gender and age range.
21. 21 Finally, enter your audience name and click “Next”.
22. 22 Sign in to your Google Merchant Center Next here.
23. 23 You will then need to link your Google Merchant Center Next and Google Ads. Click on the gear icon on the top-right corner and click "Apps and services".
24. 24 Click "Add service".
25. 25 Select "Google Ads" to link and then "Next".
26. 26 Go back to your Google Ads account. Select "Tool" > "Data manager" > Under "Connected products", you should be able to see "1 received" by now > Click "Manage & link" to approve the request.
27. 27 Go back to your Google Merchant Center Next, where you'll need to add a product source. Go to the settings or click on the gear icon in the top-right corner and select "Data sources."
28. 28 Next, click "Add product source".
29. 29 Choose a method below to add your products based on your file type and preferences and follow the instructions accordingly. Adjust the location where your products will show, the preferred language, tick "shopping ads" under "Marketing methods", and label the product feed before clicking "Continue" to proceed.

What is inside 36 headings

The document 22 pages

Related resources