SOP 216: How to Set Up Performance Max for Google Shopping

6. Next, select “Performance Max” for your campaign.

7. Click “Performance Max”

8. Name your campaign.

9. Click “Continue” to proceed.

10. If none of the goals fit what you’re looking for, select “Create a campaign without a goal’s guidance”.

11. Select “Performance Max”.

12. Scroll down. If you are facing an issue with the conversion action, you may follow these steps here from Google support. Click “Continue” to proceed.

13. Next, name your campaign and click “Continue”.

Right after Step 1: Create a new campaign in your Google Ads account, you will be directed to the Performance Max bidding page as depicted below.

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 the focus should be “Conversions”. Click on the drop-down menu and select what you would like to focus on. If you have a targeted cost per action, you may choose to tick the box and enter your cost as illustrated below.

To determine a bid strategy, you may refer to SOP 145: Determine a Bid Strategy for Google Ads Campaigns.

Before you click “Next” to proceed, you will need to set the bid for your customer group. Your campaign bids will target both new and existing customers by default. However, you may also choose totarget new customers only by ticking the box as shown below.

1. Set your bidding, add your selected locations to the target. You may also choose to enter another location or exclude it.

[Optional] You may also choose “Advanced search”.

[Optional] An advanced search can be categorized into “Location” or “Radius”. This is for businesses that have “very targeted” locations. You may also choose to add locations in bulk by ticking the box. Enter the location name and click “Save” to proceed.

2. 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.

3. To add more settings such as “Ad schedule”, click “More Settings” and follow the next steps below.

4. Click on the pencil icon to expand the setting.

5. To add an “Ad schedule”, you will need to choose which days in the drop-down menu and key in the time range.

6. Click “Add”.

7. Next, hit “Next”.

Add your location and languages in campaign settings, you will need to name your asset group, provide your asset details, and create an audience signal.

1. Firstly, key in your asset group name.

2. 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.

[Optional] To add more asset types, scroll down and click “More asset types (0/6)”. Add in promotions, prices, calls, snippets of text, forms, and/or callouts.

[Optional] To add a URL for mobile, scroll down and click “More options”. Key in your display path URL, tick the box and copy and paste the final URL for mobile as seen below.

3. Thirdly, scroll down and go to audience signal, click “Create an audience signal”.

4. Key in your audience’s name.

5. Next, select “+New segment”.

A pop-up will appear to key in the new custom segment details.

6. To target a new audience, click “Create a new data list”. It will direct you to the audience manager page. Further instructions for creating a new data segment can be found here. Note: the campaign default is to interact with existing customers.

7. Next, expand your demographics section by clicking on the arrow on your right and add market segments, life events, and more.

8. Under “Demographics”, you will be required to input the audience’s gender and age range.

9. Any additional demographics including parental status and household income can be added by clicking on “Additional demographics”.

10. Finally, click “Save”.

11. Once you have filled out the details, move on to Step 5 by clicking “Next” on the main page.

In this section, you will be required to add a budget according to your budget plans after Step 4: Build your asset group.

1. Google Ads will recommend you a budget in which they will predict the weekly conversion and cost per conversion.

2. You can also choose to set a custom budget.

3. Click “Next” to proceed to Step 6.

After the final step (Step 5: Add a selected budget), there will be a summary page for you to review your campaign in detail before you publish. Any errors will be prompted on the above of the page and the navigation menu as shown below.

Fix all the errors (if any), review again, and click “Publish”. Google will automatically save any unpublished campaigns as a draft.

1. Sign in to your Google Merchant Center here. Choose the appropriate Gmail account and log in with your password. Click “Next”.

2. If you are new to Google Merchant Center, you will need to select “Growth” followed by “Manage programs”.

3. Select “Shopping ads”.

You will be directed to a page to set up your shopping ads.

4. Next, scroll down and click “Set up tax”.

5. You can either choose to use the same settings as the main account or set up a specific setting for your sales tax. Click “Save” and go back to setting up your shopping ads.

6. To “specify my own settings”, select the relevant country where tax is applied to your products as shown below.

7. If you have already set up, verified, and claimed your website previously, you will be able to click “Activate” at the bottom of the page. Here is the full screenshot of the page before activating your shopping ads. Check the box below to confirm that you have read the shopping ads policies.

8. Finally, you should be able to see “Active” on the “Manager program” page.