Get to know the settings

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Bidding: For the bidding strategy, you are limited to either maximize conversions or maximize conversion value, which makes sense given that Performance Max campaigns are focused on conversions.

Location settings: Location settings are only available if: Like other campaigns, the default PMax location setting is "Presence or interest." If you only want to reach people in a given location, switch to india mobile database Presence only.
Audience Signals: With PMax campaigns, you don't choose the exact audience you want to target. Rather, you enter "Audience Signals" that Google uses as a starting point. This is similar to optimized targeting.
URL Expansion: PMax also turns on URL expansion by default. Similar to dynamic ads, this feature allows Google ads to send users to landing pages other than your final URL. If this is inconsistent with what you want to achieve, turn this feature off. Or, leave it on but use URL exclusions.
Use the customer acquisition feature
This feature, unique to Performance Max campaigns, allows you to choose whether you want to deliver the campaign to new and existing customers, or only to new users.

Use the right campaign structure
Performance Max campaigns are based on events that represent different user interactions with your website or app. Events can be automatic or custom, and can have different parameters that provide additional information about the event. You should use events that are relevant to your goals and offering, and create asset groups based on product or service categories. If you use the wrong campaign structure, you can lose control and visibility over your campaign performance.

Optimize asset groups
When you create a Performance Max campaign, you add all of your assets to an asset group . An asset group is a set of creatives that will be used to create an ad based on the channel it will run on. It's a best practice to organize asset groups by common theme, similar to how you organized ad groups.

Once you've created your campaign, you can go back and add more asset groups. Structure them in a way that makes sense for your business, which might mean dividing them by the products or services you offer.

Use campaign exclusions
Another PMax optimization strategy is to use campaign exclusions , which will prevent budget waste and increase campaign efficiency.

This includes, for example:

Product exclusions . According to the DataFeedWatch 2022 Feed Marketing Report, an average of 17% of products in your ad catalogs are not available for purchase. So, these items should be the starting point for catalog exclusions. You should also consider excluding product variants that are relevant to the same search query, products that are unprofitable or have low margins, and products with low conversion rates. You can use Listing Groups to achieve this goal and exclude these products by brand, product ID, category, custom labels, and more. In addition to increasing the effectiveness of your campaign, these exclusions also minimize the number of products that Google will have to go through the learning phase, essentially speeding it up.
Keyword exclusions . Use negative keywords to avoid wasting budget on irrelevant queries.
Existing customers . As mentioned earlier in this article, you can exclude existing customers so that your Performance Max campaign focuses exclusively on acquiring new customers. When setting up your campaign, check the "Offer to new customers only" box.