Google Ads Outlines Ideal Performance Max Campaign Structure

Google Ads has released guidance on building effective campaign structures for Performance Max campaigns, emphasizing consolidation and thematic grouping.

Key Principles:

• Streamline and consolidate: More data empowers Google AI for better predictions and optimization. Separate campaigns should only exist for distinct goals, budgets, or ROAS/CPA targets.
• Match structure to needs: Individual campaigns may be required for:
  • Different countries or languages.
  • Specific budgets/targets (e.g., store-centric).
  • Seasonal moments or events.
  • Variable ROI targets across product categories.
• Leverage asset groups: Segment within campaigns using themed groups with relevant creative assets.
  • Example: An online university might segment degree programs and then class types within each.
• Unified campaigns for consistent budgets: Use asset groups to segment evergreen and seasonal elements within a single campaign when budgets remain constant.

Case Studies:

• Upgrading DSA and Display campaigns allows for easier "before" and "after" comparisons with equivalent settings.
• Watches of Switzerland Group saw a 17% increase in store visit-to-purchase rate and a 54% higher average order value using Performance Max.