Performance Max for retail helps you expand your reach and goals by offering the opportunity to serve on additional inventory.
You might need to create new assets —such as text, image, or video—to enable ads to be served on new formats and surfaces—such as text, Discover, YouTube in-stream, and Display.
If you have unique insights on which segments of your users are more likely to convert, you can also now use Audience signals to let Google know.
Here are some more enhancements that Performance Max campaigns offer over standard shopping campaigns:
- Language targeting based on Merchant Center feed or campaign criteria
- Final URL expansion
- All stores are targeted when the Store Visit goal is selected
- Ability to set conversion goals on a per-customer or per-campaign basis
Link Merchant Center and Google Ads accounts
In order to use Performance Max for retail, the Google Ads account must be linked to an existing Merchant Center account . By linking to Merchant Center, assets can be generated automatically for the campaign, but reach and performance will be limited.
Add asset groups
Adding an asset group enables Shopping and dynamic remarketing channels, and setting URL expansion enables Dynamic Search Ads. In general, the more assets you provide, the more ad formats the system can create to target additional inventory.
We recommend that each asset group target different products. Note that there are limits for listing groups . As a best practice, you should only target a certain set of products from an asset group—for example, Products A-L would be in Asset Group 1 and Products M-Z would be in Asset Group 2.
If you want to customize your asset messaging by audience, you can create multiple asset groups per campaign. In this way, you can create different asset groups for the same final URL.
See more optimization tips when setting up your Performance Max campaign.
Create a Performance Max retail campaign
Like other shopping campaigns
, set
the ShoppingSetting
fields of the
campaign.
Required
-
merchant_id - The Merchant Center ID of the account that contains the products to advertise.
Optional
-
feed_label -
A string used for feed label as defined in your Merchant Center. This field should be used in the case that you need to select products from a specific Merchant Center feed . If not specified, then the campaign uses all available feeds in the Merchant Center.
If you previously used the deprecated
sales_country, in the two-letter country code (XX) format, thefeed_labelshould be used instead. For more information see the feed label support article.Note that submitting a country code in a
feed_labeldoesn't automatically enable ads to serve in that country; you must first set up geographic location targeting . -
campaign_priority -
The priority of the shopping campaign. Campaigns with numerically higher priorities take precedence over those with lower priorities.
-
enable_local -
The option to enable ads for products sold in local stores for this campaign.
Local products are turned on by default if inventory is present. This can be filtered using listing groups.
-
language -
You can select multiple languages to show your ads to specific sets of customers.
Conversion goals
You can override customer-level conversion goals by updating campaign-level conversion goals as illustrated in this example:
Java
/** Retrieves the list of customer conversion goals. */ private static List<CustomerConversionGoal> getCustomerConversionGoals ( GoogleAdsClient googleAdsClient , long customerId ) { String query = "SELECT customer_conversion_goal.category, customer_conversion_goal.origin " + "FROM customer_conversion_goal" ; List<CustomerConversionGoal> customerConversionGoals = new ArrayList <> (); try ( GoogleAdsServiceClient googleAdsServiceClient = googleAdsClient . getLatestVersion (). createGoogleAdsServiceClient ()) { // The number of conversion goals is typically less than 50, so we use // GoogleAdsService.search instead of search_stream. SearchPagedResponse response = googleAdsServiceClient . search ( Long . toString ( customerId ), query ); for ( GoogleAdsRow googleAdsRow : response . iterateAll ()) { customerConversionGoals . add ( googleAdsRow . getCustomerConversionGoal ()); } } return customerConversionGoals ; } /** Creates a list of MutateOperations that override customer conversion goals. */ private static List<MutateOperation> createConversionGoalOperations ( long customerId , List<CustomerConversionGoal> customerConversionGoals ) { List<MutateOperation> mutateOperations = new ArrayList <> (); // To override the customer conversion goals, we will change the // biddability of each of the customer conversion goals so that only // the desired conversion goal is biddable in this campaign. for ( CustomerConversionGoal customerConversionGoal : customerConversionGoals ) { ConversionActionCategory category = customerConversionGoal . getCategory (); ConversionOrigin origin = customerConversionGoal . getOrigin (); String campaignConversionGoalResourceName = ResourceNames . campaignConversionGoal ( customerId , PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID , category , origin ); CampaignConversionGoal . Builder campaignConversionGoalBuilder = CampaignConversionGoal . newBuilder (). setResourceName ( campaignConversionGoalResourceName ); // Change the biddability for the campaign conversion goal. // Set biddability to True for the desired (category, origin). // Set biddability to False for all other conversion goals. // Note: // 1- It is assumed that this Conversion Action // (category=PURCHASE, origin=WEBSITE) exists in this account. // 2- More than one goal can be biddable if desired. This example // shows only one. if ( category == ConversionActionCategory . PURCHASE && origin == ConversionOrigin . WEBSITE ) { campaignConversionGoalBuilder . setBiddable ( true ); } else { campaignConversionGoalBuilder . setBiddable ( false ); } CampaignConversionGoal campaignConversionGoal = campaignConversionGoalBuilder . build (); CampaignConversionGoalOperation campaignConversionGoalOperation = CampaignConversionGoalOperation . newBuilder () . setUpdate ( campaignConversionGoal ) . setUpdateMask ( FieldMasks . allSetFieldsOf ( campaignConversionGoal )) . build (); mutateOperations . add ( MutateOperation . newBuilder () . setCampaignConversionGoalOperation ( campaignConversionGoalOperation ) . build ()); } return mutateOperations ; }
C#
/// <summary> /// Creates a MutateOperation that links an asset to an asset group. /// </summary> /// <param name="fieldType">The field type of the asset to be linked.</param> /// <param name="linkedEntityResourceName">The resource name of the entity (asset group or /// campaign) to link the asset to.</param> /// <param name="assetResourceName">The resource name of the text asset to be /// linked.</param> /// <param name="brandGuidelinesEnabled">Whether or not to enable brand guidelines.</param> /// <returns>A MutateOperation that links an asset to an asset group.</returns> private MutateOperation CreateLinkAssetOperation ( AssetFieldType fieldType , string linkedEntityResourceName , string assetResourceName , bool brandGuidelinesEnabled = false ) { if ( brandGuidelinesEnabled ) { return new MutateOperation () { CampaignAssetOperation = new CampaignAssetOperation () { Create = new CampaignAsset () { FieldType = fieldType , Campaign = linkedEntityResourceName , Asset = assetResourceName } } }; } else { return new MutateOperation () { AssetGroupAssetOperation = new AssetGroupAssetOperation () { Create = new AssetGroupAsset () { FieldType = fieldType , AssetGroup = linkedEntityResourceName , Asset = assetResourceName } } }; } }
PHP
private static function getCustomerConversionGoals( GoogleAdsClient $googleAdsClient, int $customerId ): array { $customerConversionGoals = []; $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient(); // Creates a query that retrieves all customer conversion goals. $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' . 'FROM customer_conversion_goal'; // The number of conversion goals is typically less than 50 so we use a search request // instead of search stream. $response = $googleAdsServiceClient->search(SearchGoogleAdsRequest::build($customerId, $query)); // Iterates over all rows in all pages and builds the list of conversion goals. foreach ($response->iterateAllElements() as $googleAdsRow) { /** @var GoogleAdsRow $googleAdsRow */ $customerConversionGoals[] = [ 'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(), 'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin() ]; } return $customerConversionGoals; } /** * Creates a list of MutateOperations that override customer conversion goals. * * @param int $customerId the customer ID * @param array $customerConversionGoals the list of customer conversion goals that will be * overridden * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals */ private static function createConversionGoalOperations( int $customerId, array $customerConversionGoals ): array { $operations = []; // To override the customer conversion goals, we will change the biddability of each of the // customer conversion goals so that only the desired conversion goal is biddable in this // campaign. foreach ($customerConversionGoals as $customerConversionGoal) { $campaignConversionGoal = new CampaignConversionGoal([ 'resource_name' => ResourceNames::forCampaignConversionGoal( $customerId, self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, ConversionActionCategory::name($customerConversionGoal['category']), ConversionOrigin::name($customerConversionGoal['origin']) ) ]); // Changes the biddability for the campaign conversion goal. // Sets biddability to true for the desired (category, origin). // Sets biddability to false for all other conversion goals. // Note: // 1- It is assumed that this Conversion Action // (category=PURCHASE, origin=WEBSITE) exists in this account. // 2- More than one goal can be biddable if desired. This example // shows only one. if ( $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE ) { $campaignConversionGoal->setBiddable(true); } else { $campaignConversionGoal->setBiddable(false); } $operations[] = new MutateOperation([ 'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation([ 'update' => $campaignConversionGoal, // Sets the update mask on the operation. Here the update mask will be a list // of all the fields that were set on the update object. 'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal) ]) ]); } return $operations; }
