Performance Maxis the future of Google Adswhether anyone likes it or not. Standard shopping is effectively frozen. Search campaigns are commoditized. PMaxis where algorithmic attention and advertiser leverage now lives.
The fundamental PMax mistake
Most teams launch one PMaxcampaign with all products and all audiences. Mediocre results because PMaxcannot learn what is winning. Instead: segment by category, margin tier, or funnel stage.
Asset group architecture
One campaign per product category. Inside each, separate asset groups for top/mid/bottom funnel.
Audience signals that help
- →First-party customer lists (past purchasers, high-LTV cohorts).
- →Website visitors in last 30 days.
- →Custom intent built from search queries.
- →Competitor brand searches as custom intent.
Exclude your own brand from PMax
Number one leak. PMaxwill cannibalize branded search if you let it. Set brand exclusions on every PMaxcampaign, either account-level or by running branded search in a separate dedicated campaign.
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