PMAX Campaign Development

PMax campaigns were introduced by Google a couple of years ago, and have been changing almost on a monthly basis.  Microsoft introduced their own compatible PMax campaigns recently, as a derivative of “Smart Shopping”. To date, PMax is most likely to add value in eCommerce applications, when driven by a product feed.

Once a PMax campaign is launched, we watch its performance closely. We monitor serving momentum, PPC metrics, and audiences to optimize the campaign. This optimization leads to the transition of the campaign from manual bidding to automated bidding. From then, we continue to manage the campaign from disapprovals to other critical issues that may arise.

  • Configure PMax Asset Groups

    STAGE 1

    Configure PMax Asset Groups

    In Google’s PMax campaigns, Asset Groups act as containers for ad copy, images, and video, while Listing Groups define which SKUs from your product feed those assets promote. Together, they extend reach beyond Shopping ads, letting you advertise product categories with tailored creative. The key: align strong ad copy and visuals with the right product subsets for maximum impact.

  • Target PMax Asset Groups

    STAGE 2

    Target PMax Asset Groups

    PMax campaign structure is defined within the campaign on two types of "Groups". Both types of groups are just software objects, or containers that aggregate other objects within a PMax campaign.

    PMax Listing Groups: Provide a mechanism to group together similar products within the feed. You can create product groups using various attributes present in the feed. Typically this is used to bid similar products and product variants at the Product Group level.

    PMax Asset Groups: Listing Groups are subgroups of similar product SKU's within the product feed. In small campaigns, a listing group could contain all SKUs in the campaign, but usually, it is a subset, and multiple Asset Groups are present.

    In PMax the campaign targeting criteria are treated as "suggestions". The suggestions do have an influence, but the automation built into PMax is the ultimate arbiter of where the ads show up. Targeting is automated to deliver ads across all channels available to the platform.

  • PMax Product Feed Optimization

    STAGE 3

    PMax Product Feed Optimization

    In PMax campaigns, a strong product feed is the foundation of success. With thousands of SKUs and constant variability, precise optimization of titles, descriptions, categories, and product types is essential. Weak feeds stall campaigns—optimized feeds unlock performance.

  • PMax Campaign Launch

    STAGE 4

    PMax Campaign Launch

    During the period immediately after a shopping campaign launch, we're monitoring impressions and CPC's. We're also on the lookout for major issues such as a single product group consuming excessive ad spend.

    Conversion tracking is checked for functionality and accuracy. Geo-targeting is monitored for any anomalies, CPC’s are checked for any out of line behavior, and the campaign is scanned for errors or warnings.

    This post-launch optimization phase typically lasts 3 to 6 weeks for an average scale shopping ad campaign. A Shopping campaign enters semi-automated "orbit" once it has transitioned onto automated bidding

  • PMax Campaign Optimization & Monitoring

    STAGE 5

    PMax Campaign Optimization & Monitoring

    Once a PMax campaign is launched, we watch its performance closely. We monitor serving momentum, PPC metrics, and audiences to optimize the campaign.

    This optimization leads to the transition of the campaign from manual bidding to automated bidding. From then, we continue to manage the campaign from disapprovals to other critical issues that may arise.

    PMax campaign optimization is different from other types of paid search campaigns. It's more automated and more data is hidden from the advertiser. Some refer to it as "a black box". So reporting beyond the basic metrics can be a challenge.