Performance Max uses Google AI to help you drive growth in conversions and value through bidding, targeting, creatives and attribution. It's designed to perform across a wide range of marketing objectives and media channels. Because of this, we recommend using the following best practices to help set up your Performance Max campaigns for shop goals for success and optimal results.
This article explains best practices for Performance Max campaigns for shop goals.
For additional best practices, review:
- Best practices for all business types
- Best practices for online sales (non-shopping)
- Best practices for lead generation
- Best practices for retail advertisers with online sales goals using a Merchant Center feed
Campaign setup
- Campaign duration: 30 days recommended minimum. However, you can run shorter campaigns for seasonal events like Back-to-School, Black Friday or Mother's Day.
- Shop visits: The campaign must be set up within an account that's already active and eligible for shop visits regardless of Google channel.
- Local actions: Advertisers who aren't eligible for shop visits can optimise towards local actions, which include contacts and direction clicks.
- Shop sales: The campaign must be set up within an account that’s already allowlisted for shop sales improvements and that’s active and eligible for shop visits and shop sales across all eligible channels.
- Not all accounts are eligible for shop sales. Learn more about shop sales eligibility.
- Number of business locations per account: It’s recommended that you have a minimum of 10 business locations in campaigns with shop visits or shop sales. For campaigns with local actions, it’s recommended that you have a minimum of 5 business locations.
- Conversion values: Set conversion values for each goal applied to your campaigns (for example, shop visits = $25 USD and calls = $10 USD).
Account ID or campaign setup
The requirements and recommendations are at the account level. If required, you can create multiple campaigns, as long as the requirements are met at the account level.
Example: You can create 5 individual Performance Max campaigns with shop visits, each assigned a $200 USD budget per day, with 2 shops per campaign, and a campaign duration of 30 days.
Reporting
- Actions: Visits and local actions will be reported by individual store location and provided in per shop performance insights to your customers.
- Shop sales reporting: Shop sales reporting is currently only available at the campaign level.
- Measuring campaign success: When assessing the success of your campaign, compare it against other performance-oriented campaigns with the same conversion action. If a competitive benchmark is required, compare other offline media (for example, print, radio, flyers and TV) with offline objectives.
- Performance evaluation time: Wait 1–2 complete conversion cycles before fully evaluating your campaign performance and adjusting targets to allow users to complete longer offline conversion cycles and for them to surface in your offline reporting.
