Running performance max campaigns can be a highly effective way to promote your e-commerce store and drive sales. However, these campaigns rely heavily on having the right creative assets in place. Without enough relevant and engaging creative, your performance max ads are unlikely to reach their full potential. When setting up performance max campaigns for an e-commerce store, aim to have at least the following:
20 image ads
5 video ads
Image and Video Assets
Images and videos allow you to showcase your products in use and help connect with potential customers. Having a large pool of assets gives Google more options to find the best-performing combinations.
Audience Signals
In addition to images and videos, be sure to provide ample audience signals through your campaign setup. Use relevant keywords so Google understands what types of searches you want to show up for. Input competitor website URLs to indicate sites your target audience may frequent. Feed in your own site traffic and customer data so Google can deduce who your likely buyers are.
Split Products by Category
When adding products to campaigns, split them up by category into separate asset groups. For example, an online clothing store would have specific asset groups for t-shirts, hoodies, trousers, trainers, and so on. This allows you to analyse performance by product type and create dedicated campaigns as needed. Promoting all products together in one group makes it impossible to tell what's working.
Putting It All Together
With enough relevant creative assets and detailed audience signals, your e-commerce performance max campaigns will have all the ingredients needed to optimise effectively. Take the time upfront to give Google what it needs, and you'll see better results from your ad spend in the long run.
