PMAX CAMPAIGN

STRUCTURE
 Structure Prerequisites
C A M PA I G N S T RU C T U R E

Lead gen
▪ <30 conversions per month *don’t start with PMax
▪ To kick start you can try ‘remarketing’ via audience signals

Ecommerce
▪ <50 conversions month - go all products, don’t split
▪ Feed optimisation is your 80/20, don’t avoid or neglect
 PMax Remarketing
C A M PA I G N S T RU C T U R E

To make it clear:

▪ PMax is NOT a dedicated remarketing campaign

▪ It's default behaviour is audience expansion

*unless Google allows us to target and exclude audiences

 Lead Gen
C A M PA I G N S T RU C T U R E

✓ Campaign per service category (even if it’s just 1 asset group)

✓ Better reporting, easier to optimise
✓ No cross-pollination

 Don’t do this if you don’t get conversions for each category

 Lead Gen Example

Unrelated / Dedicated
CAMPAIGN Service Different Goal Remarketing

LOCATION Country/region Country/region Country/region

EXPAND
BIDDING Target CPA Target CPA Target CPA

BUDGET 10-20%

Asset Groups Service 1 Service 2 Service 3 Ad Groups

‘URL expansion’ set to OFF

 Is that it for Lead Gen?
C A M PA I G N S T RU C T U R E

It can be that simple, unless…

▪ You have other goals (literally) and need to set per campaign
▪ E.g. one service has a quote form, another requires a call
▪ You have assets that could be used for prospecting
▪ You specifically desire ‘new’ customers
 Ecommerce Overview
C A M PA I G N S T RU C T U R E

▪ Campaign per top-level category

▪ Asset Groups for sub-categories
▪ Optional: Campaign for new customers
▪ Dedicated remarketing
 Feed Optimisation Basics
C A M PA I G N S T RU C T U R E

▪ Product title 🔥🔥🔥

▪ Pricing 🔥🔥
▪ Category 🔥
▪ Image 🔥
▪ Everything else ❄️

*assumes required fields such as brand and gtin or mpn are present and correct
 Ecommerce Single Category

Dynamic / Dedicated
CAMPAIGN All Products Remarketing

LOCATION Country/region Country/region

OPTIONAL
BIDDING Target ROAS Take Your Pick!

BUDGET 90% 10%

Asset Groups Sub-category 1 Sub-category 2 Sub-category 3 Sub-category 1 Sub-category 2 Sub-category 3

 Ecommerce Split Example

CAMPAIGN *Best Sellers / High Category 1

Sales Volume

LOCATION Country/region Country/region

EXPAND
Maximise Target ROAS
BIDDING
Conversion Value

BUDGET Controls Bidding Unlimited

Asset Groups Brand + item Product line Top 5 products cat 3 Sub-category 1 Sub-category 2 Sub-category 3
 Unlimited Budget!?
C A M PA I G N S T RU C T U R E

It’s not literal, well… sort of:

▪ You control budget with tROAS/CPA

▪ You control Maximise Conversions with budget
 Ecommerce Price & Prospecting
Varying profit margins with different
ROAS targets and unlimited budgets.
tROAS controls spend.

CAMPAIGN *High Margin and / Other Category Prospecting

or Price-point

LOCATION Country/region Country/region Country/region

EXPAND
New Customer
BIDDING Lower tROAS Mid-High tROAS
Lowest tROAS

Best Sellers /
Asset Groups Product line Sub-category 1 Sub-category 2 Sub-category 3 Favourites
 Ecommerce ‘On Sale’
Higher ROAS targets for sale items.
Lower ROAS for New Customer acquisition.
tROAS controls spend.

CAMPAIGN Discounted No Sale Prospecting

LOCATION Country/region Country/region Country/region

EXPAND
Target ROAS New Customer
BIDDING *Higher tROAS Lowest tROAS

Best Sellers or New

Asset Groups Product line Sub-category 1 Sub-category 2 Sub-category 3 Customers
 Is Standard Shopping… dead?
C A M PA I G N S T RU C T U R E

Nah. Still works.

▪ More complex inventory can work well

▪ Bigger budgets have more room to play
▪ Blended strategy (i.e. brand vs other)
▪ Bottom feeder (low bid catch all)
▪ If Priorities are critical to you

*if you’re not actively managing and optimising Standard Shopping, don’t even bother trying to
‘beat’ PMax.
 Naked Shopping?
C A M PA I G N S T RU C T U R E

▪ No assets
▪ Just the feed
▪ Behaves like Smart Shopping
▪ And yes, it stills works

…until Google removes the *loophole.

 Simple Audience Signals
C A M PA I G N S T RU C T U R E

Both Lead Gen & Ecommerce

• Specific targeting: take your top 20-30 search terms and create a custom segment.

• And/or use competitor websites from auction insights.

• For newer accounts: a list of search terms such, competitors and service/product type
keywords, and/or in-market for your product/service.

• No audiences: whilst not recommended, technically you don’t need them. This is the ‘go
wide approach.

• Steer automation: your audiences are signals for PMax, then it takes over.

Simple.
 Why You Might Split Campaigns
C A M PA I G N S T RU C T U R E

▪ Budget and bidding requirements

▪ Locations (international)
▪ New product/service, best sellers, margins, price-point
▪ Seasonality
▪ 0 Conversion, 0 clicks, 0 impressions
▪ Remarketing
▪ Experimentation (stripped, varying assets)
▪ And there’s more…
 Take Your Pick! 💡
C A M PA I G N S T RU C T U R E

Bundles

0 Conversion Product Launch Best Sellers Single Product Co-branding Low Margin

0 Clicks Price-point High Sales Volume No Sale Prospecting Overstocked

0 Impressions Seasonal High Margin Discounted Remarketing Low Stock

Subscriptions Multi-buy
 Visible Launch 🚀
C A M PA I G N S T RU C T U R E

Example: Lower ROAS so

you get visibility, tweak
Bundles down after launch.

0 Conversion Product Launch Best Sellers Single Product Co-branding Low Margin

0 Clicks Price-point High Sales Volume No Sale Prospecting Overstocked

0 Impressions Seasonal High Margin Discounted Remarketing Low Stock

Subscriptions Multi-buy
 Sales Are For Segmenting 💸
C A M PA I G N S T RU C T U R E

Bundles

0 Conversion Product Launch Best Sellers Single Product Co-branding Low Margin

0 Clicks Price-point High Sales Volume No Sale Prospecting Overstocked

0 Impressions Seasonal High Margin Discounted Remarketing Low Stock

Subscriptions Multi-buy
Split by Campaign
Another Forgotten Split

Bundles

0 Conversion Product Launch Best Sellers Single Product Co-branding Low Margin

0 Clicks Price-point High Sales Volume No Sale Prospecting Overstocked

0 Impressions Seasonal High Margin Discounted Remarketing Low Stock

Subscriptions Multi-buy
Your Christmas jumpers could really
hurt your existing performance.
 The ‘Best’ PMax Structure…
C A M PA I G N S T RU C T U R E

Does not exist.

✓ Keep it simple to start (especially if you don’t have lots of data)

✓ Split by Campaign if you *need budget and/or bidding control
✓ Split Groups by category/type (think ‘ad relevance’)
✓ Less audiences (2-4) typically beats adding more
✓ Layering audiences works (if you have the data)