PERFORMANCE MAX

Upgrade to Performance Max with a

GMC Feed to unlock greater results

What is Performance Max?

Performance Max is a new campaign type now open to retailers who use the Google Merchant
Center product feed. Build on the success of your Smart Shopping campaigns with Performance
Max to further expand your reach with new inventory. It allows automation to target your business
goals above all else - this is crucial in order to maximize performance from Google Ads!

Advertisers who upgrade from Smart Shopping to

Performance Max with a GMC Feed see an
average increase of 12% in conversion value
at the same or better return-on-ad-spend (ROAS).

Throughout 2022, advertisers will be upgrading their Shopping campaigns to Performance Max.
Upgrade now to get the most of additional inventory sources, formats, and bidding.

New inventory New formats New bidding & controls

Dynamic Maximize
Text ads
Search Ads conversions
(w/ optional CPA)
YouTube
Discovery ads In-Stream ads
Audience
signals
YouTube
Map pins
In-Stream ads

Maps (w/ Store

visit bidding) 1
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Frequently asked questions

Who is eligible to upgrade to Performance Max with a GMC feed?”

Pre-upgrade Voluntary upgrade Auto upgrade

Q1 (Jan, Feb, Mar) Q2 (Apr, May, Jun) Q3 (Jul, Aug, Sep)

All advertisers except those who: All advertisers except those who: All SSC advertisers

● Bid towards NCA in SSC ● Use SA360 Bidding

● Use SA360 Bidding ● Run SSC through a 3P API
● Run SSC through a 3P API integration
integration ● Use zero eligibility
● Use zero eligibility (e.g., no
conversion tracking or
remarketing lists)

When should I upgrade to Performance Max with a GMC feed?”

When determining a time to upgrade, consider the pros & cons below:

Pre-upgrade Voluntary upgrade Auto upgrade

Q1 (Jan, Feb, Mar) Q2 (Apr, May, Jun) Q3 (Jul, Aug, Sep)

Pro: Pro: Pro:

● Be the first to benefit from ● Easy, “one click” upgrade to ● Google automatically upgrades
improved performance PMax to PMax

● More time to learn new features ● You decide when to upgrade ● Ensures all campaign settings
each campaign are the same as SSC

Con: ● Immediate optimal performance

● Not all features supported
● Must manually start new PMax
campaigns to replace SSC & rSC
from PMax (no ramp-up time) Con:
● Missing out on months of
improved performance
Con:

● Ramp-up time might be slower ● Not all features supported

prior to Q2’s “one-click” upgrade

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How do I upgrade to Performance Max with a GMC feed?”
The options for upgrading to Performance Max will vary depending on the phase. See below for details on
upgrading in each phase:
Pre-upgrade
Q1 (Jan, Feb, Mar)
1. Manually create Performance
Max campaigns that replace
existing Shopping campaigns.
Advertisers should use the same
Item IDs, budget, and ROAS as an
existing Shopping campaign, and
then pause that Smart Shopping
campaign to ensure a faster
ramp-up time for Performance
Max. Repeat this process until all
active SSCs are replaced by
PMax.
Voluntary upgrade Auto upgrade
Q2 (Apr, May, Jun) Q3 (Jul, Aug, Sep)
1. Upgrade via the 1. No action is needed to upgrade to
Recommendations page. There Performance Max. Google will
will be a recommendation reading automatically upgrade advertisers
“Migrate your Shopping in batches. Advertisers who are
campaigns to Performance Max.” interested in manually upgrading
You may then apply this rec. to (a) during this time can still leverage
all campaigns or (b) individual the tools available from the
campaigns. voluntary upgrade phase.
2. Upgrade via the campaigns table.
Select campaigns that you want
to migrate, click “Edit” at the top
of table, then select “Migrate to
Performance Max.”
3. Upgrade via Editor. Select
“Recommendations,” then select
“Upgrade your Smart Shopping
campaigns to Performance Max,”
then select “Apply.”
Choose campaigns to
upgrade
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PERFORMANCE MAX

How do I compare performance of Performance Max with my existing

Smart Shopping campaigns?”

To evaluate how PMax performs relative to SSC, start by choosing 1-2 existing SSCs where you would like to
try using PMax instead. Create a PMax campaign with the exact same settings as your existing SSC (if you
use the “upgrade to PMax” recommendation, this will happen automatically). Once you have launched your
new PMax campaign, pause the original SSC, let the PMax campaign ramp up for at least 1-2 weeks, and
exclude this time period from evaluation. Then, during 1+ months of performance, consider the following
metrics to evaluate success. Also, be sure to factor conversion lag time in your analysis.*

Test metrics ● ROAS (Add average tROAS column to see actual target)
● Conversion value
to consider:
● Budget utilization

Implement Learning Conversion Review your

Post period
PMax period lag time performance

1~2 weeks 1+ months X days**

Evaluate this period

*You can check this by visiting “Attribution” > “Path metrics” > “Average day to conversion.” Please select “Measure from first interaction”
**Actual number of days varies based on the account.

How long will it take for my Performance Max campaign to ramp up?”

For advertisers who upgrade their Shopping
campaigns to Performance Max during the
Voluntary or Auto upgrade periods, there will
be no down time. The campaign will run at full
performance from day 1.
For advertisers who launch PMax campaigns
during the Pre-upgrade period, the learning
period should take 1-2 weeks before you see
full performance.

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PERFORMANCE MAX

Where can I find additional insights on my campaign performance?”

Customers interested in learning more about their campaign performance should check out the Insights tab,
which will offer unique analysis from the machine learning algorithms that power Performance Max.

What are the best practices for setting up & running Performance Max
with a GMC Feed?”

Avoid running Performance Add as many assets and Remember to update

Max and Smart Shopping
campaigns at the same time.
Performance Max will take
priority for most inventory,
which can undermine overall
results and make it hard to
evaluate head-to-head
performance. When you run a
PMax campaign, you should
turn off any overlapping SSC.
audiences as possible.
The Performance Max
algorithm relies on this
information to optimize its ad
placements and formats, so the
more assets and audiences you
include, the better your
campaign performance will be.
conversion settings as your
campaign priorities evolve.
Updating conversion settings is
a key strategy for driving better
results. Try using conversion
value rules to target a certain
subset of customers, or
adding/subtracting conversion
goals as your objectives evolve.

Can I run Performance Max and SSC at the same time?”

Performance Max will take priority for most

inventory, which can undermine overall results
It’s so important it was included twice. You and make it hard to evaluate head-to-head
should avoid running Performance Max and performance. When you run a PMax campaign,
Smart Shopping campaigns at the same time. you should turn off any overlapping SSC.

Who should I contact for troubleshooting/ support requests on my

Performance Max campaign?”

If you need to get in contact with the Google support team, please use this form.
You can also reach out to your Google representative for more information.