{"slug":"sop-216-set-up-performance-max-for-google-shopping","title":"Set Up Performance Max For Google Shopping","tags":["source:clickminded","type:sop","server:clickminded-sop","performance","max","google","shopping"],"agent_summary":"SOP 216: Set Up Performance Max For Google Shopping Set up a Performance Max campaign to promote your products on Google __Last Updated / Reviewed:__ 01/30/2025 __Execution Time:__ 30 minutes to 1 hou","trigger_phrases":["set up performance max for google shopping","how to set up performance max for google shopping"],"runnable":false,"markdown":"\r\nSOP 216: Set Up Performance Max For Google Shopping\r\n\r\nSet up a Performance Max campaign to promote your products on Google\r\n\r\n__Last Updated / Reviewed:__ 01/30/2025\r\n\r\n__Execution Time:__ 30 minutes to 1 hour\r\n\r\n__🚀 Goal:__ To create and activate your Performance Max campaign.\r\n\r\n__🤞 Ideal Outcome:__ You have successfully created your Performance Max campaign in your Google Ads account and activate the campaign in your Google Merchant Center Next.\r\n\r\n__🤔 Why this is important:__ Performance Max campaigns help you reach more shoppers across all Google Ads channels, including YouTube, Search, Shopping, Gmail, Maps and Discover.\r\n\r\n__🧐 Where this is done__ In Google Merchant Center Next and Google Ads.\r\n\r\n__🗓️ When this is done:__ Whenever there are new ad campaigns to be executed. \r\n\r\n__👨 Who does this:__ The business owner/manager or the local/agency digital marketer. \r\n\r\n__⚠️Prerequisites or requirements: __You will need a Google Ads account (SOP 014 – [web version](https://members.clickminded.com/sop/014/)) before setting up a Performance Max campaign.\r\n\r\nYou will also need a Google Merchant Center Next (SOP 213 – [web version](https://members.clickminded.com/sop/213/)) to activate the campaign and link it to your Google Ads accounts (SOP 219 – [web version](https://members.clickminded.com/sop/219/)).\r\n\r\nPlus, you will also need to prepare your Google Merchant Center Next feeds (SOP 218 – [web version](https://members.clickminded.com/sop/218/)).\r\n\r\n[__Click here to get the most up-to-date version of this SOP__](https://members.clickminded.com/sop/216)\r\n\r\n## Create a new campaign in your Google Ads account\r\n\r\n### 01▸ Sign in to your Google Ads account [here](https://ads.google.com/intl/en_my/getstarted/?subid=my-en-ha-awa-bk-a-b00!o3~CjwKCAiA2fmdBhBpEiwA4CcHzWL4LDbR3H1fgSKBHB7r295nhmBlzcb38-62et_KRjdcTXSHPBMP7hoCFBEQAvD_BwE~142009062892~aud-618819227233:kwd-7727915436~17285115536~598422509405&gclsrc=ds&gclsrc=ds).\r\n\r\n### 02▸ On the sidebar, click the “+” icon and select \"Campaign\".\r\n\r\n\r\n### 03▸ Select an advertising objective for your campaign. For instance, a “Sales” objective was selected as seen below.\r\n\r\n\r\n### 04▸ Next, select “Performance Max” for your campaign. Name your campaign and click “Continue” to proceed.\r\n\r\n\r\n### 05▸ If none of the goals fit what you’re looking for, select “Create a campaign without a goal’s guidance” > select \"Performance Max\" > Name your campaign.\r\n\r\n\r\n__Note:__ If you are facing an issue with the conversion action, you may follow these steps [here](https://support.google.com/google-ads/troubleshooter/10028419?hl=en) from Google support. Click “Continue” to proceed.\r\n\r\n## Set your bidding\r\n\r\n### 01▸ Right after, you will be directed to the Performance Max bidding page as depicted below.\r\n\r\n\r\n### 02▸ Depending on the campaign objective, you will have different options to focus on for your bidding. In this case, a “Sales” objective was selected previously and by default,  the bidding should already be set to \"Maximize conversions”. If you have a targeted cost per action, you may choose to tick the box and enter your cost as seen below.\r\n\r\n\r\n__Note:__ To determine a bid strategy, you may refer to SOP 145: Determine a bid strategy for a new Google Ads Campaign ([web version](https://members.clickminded.com/sop/145/)).\r\n\r\n### 03▸ Before you click “Next” to proceed, you will need to set the bid for your customer group. By default, your campaign bids will target both new and existing customers. However, you may also choose to target new customers only by ticking the box as shown below.\r\n\r\n\r\n## Add your location and languages in campaign settings\r\n\r\n### 01▸ Set your bidding and add your selected locations to the target. You may also choose to enter another location or exclude it.\r\n\r\n\r\n[Optional] You may also choose “Advanced search”.\r\n\r\n\r\n[Optional] An advanced search can be categorized into “Location” or “Radius”. This is for businesses that have “very targeted” locations. You may also choose to add locations in bulk by ticking the box. Enter the location name and click “Save” to proceed.\r\n\r\n\r\n### 02▸ Next, select or type the languages your customers speak. You can choose more than one language. This depends on the location you have added previously.\r\n\r\n\r\n### 03▸ To add more settings such as “Ad schedule”, click it under “More settings” and follow the next steps below.\r\n\r\n\r\nTo add an “Ad schedule,” select the days from the drop-down menu and enter the time range. Then, click “Add.”  The “Ad schedule” is now added to your campaign settings navigation menu. Click \"Next\" to proceed.\r\n\r\n## Build your asset group\r\n\r\n### 01▸ To optimize your campaign score based on a weekly performance, enter a final URL that people will go to after clicking your ad. This is under the \"Asset generation\" category.\r\n\r\n\r\n[NEW] Google AI will help you generate assets such as new images and texts to enhance your campaign efforts. Google will automatically help you fill out the below, which you can edit. You can skip this or click \"Generate assets\" to proceed to the next steps. \r\n\r\n### 02▸ In the next category under \"Asset group\", you will need to name your asset group, provide your asset details and create an audience signal.\r\n\r\n### 03▸ Firstly, key in your asset group name.\r\n\r\n____\r\n\r\n### 04▸ Secondly, add the details and creatives of your assets including the final URL, images, logos, headline, long headline, descriptions, business name, site links, and select a call to action. You should be able to see a preview on your right. Choose any ad display and device to preview as shown below.\r\n\r\n____\r\n\r\n[Optional] To add more asset types, scroll down and click “More asset types (0/6)”. Add in promotions, prices, calls, snippets of text, forms, and/or callouts.\r\n\r\n\r\n[Optional] To add a URL for mobile, scroll down and click “More options”. Key in your display path URL, tick the box and copy and paste the final URL for mobile as seen below.\r\n\r\n\r\n### 05▸ Thirdly, scroll down to \"Audience signal\" and click on the drop-down menu, \"Add your data\". \r\n\r\n____\r\n\r\n### 06▸ Next, select “+New segment”.\r\n\r\n____\r\n\r\n### 07▸ Depending on your preference, you may choose the available segment types already in Google Ads. To customize the segment, click \"Audience manager\".\r\n\r\n\r\n### 08▸ A pop-up will appear to key in the new custom segment details.\r\n\r\n\r\n- Key in a segment name.\r\n- Select “people who searched for any of these items on Google”.\r\n- Next, add your Google search items for a specific target group.\r\n- You may also choose to expand the segment including browsing types of websites or types of apps.\r\n- Click “Save” to continue.\r\n\r\n[Optional] If you want to add a signal to your audience, you do so in terms of their interests and demographics.\r\n\r\n\r\n### 09▸ Under “Demographics”, you will be required to input the audience’s gender and age range.\r\n\r\n\r\n- Click the arrow on your right to expand the “Demographics”.\r\n- Tick a gender or both genders or “Unknown”.\r\n- Key in an age range and/or tick “Unknown”.\r\n\r\nAny additional demographics including parental status and household income can be added by clicking on “Additional demographics”.\r\n\r\n\r\n### 10▸ Finally, enter your audience name and click “Next”.\r\n\r\n____\r\n\r\n## Add a selected budget\r\n\r\nIn this section, you will be required to add a budget according to your budget plans after building your asset group.\r\n\r\n\r\n- Google Ads will recommend a budget in which they will predict the weekly conversion and cost per conversion.\r\n- You can also choose to set a custom budget.\r\n- Click “Next” to proceed.\r\n\r\n## Review your campaign before you publish\r\n\r\nAfter adding a selected budget, there will be a summary page for you to review your campaign in detail before you publish. Any errors will be prompted on the above of the page and the navigation menu as shown below.\r\n\r\n\r\nFix all the errors (if any), review again, and click “Publish”. Google will automatically save any unpublished campaigns as a draft.\r\n\r\n\r\n## Activate your shopping ads in your Google Merchant Center Next\r\n\r\n### 01▸ Sign in to your Google Merchant Center Next [here](https://merchants.google.com/).\r\n\r\n### 02▸ You will then need to link your Google Merchant Center Next and Google Ads. Click on the gear icon on the top-right corner and click \"Apps and services\".\r\n\r\n\r\n### 03▸ Click \"Add service\".\r\n\r\n\r\n### 04▸ Select \"Google Ads\" to link and then \"Next\".\r\n\r\n\r\nSince Google already knows your available Google Ads accounts (if you have a few), select the appropriate Google Ads account that you were on to create a campaign earlier in this SOP. Ensure that the 10-digit numbers are correct and click \"Link\".\r\n\r\n \r\n\r\n### 05▸ Go back to your Google Ads account. Select \"Tool\" > \"Data manager\" > Under \"Connected products\", you should be able to see \"1 received\" by now > Click \"Manage & link\" to approve the request.\r\n\r\n\r\n### 06▸ Go back to your Google Merchant Center Next, where you'll need to add a product source. Go to the settings or click on the gear icon in the top-right corner and select \"Data sources.\"\r\n\r\n### \r\n\r\n### 07▸ Next, click \"Add product source\".\r\n\r\n### 08▸ Choose a method below to add your products based on your file type and preferences and follow the instructions accordingly. Adjust the location where your products will show, the preferred language, tick \"shopping ads\" under \"Marketing methods\", and label the product feed before clicking \"Continue\" to proceed.\r\n\r\n__Note 1:__ To verify that the product feed is working, navigate to \"Products\" > \"Diagnostics\". Check for any feed errors or warnings and resolve them (e.g., missing attributes, disapproved products). Ensure all products intended for Shopping Ads are approved.__Note 2:__ To check shopping ads eligibility, confirm the status of your items under \"Products\". Ensure that \"Shopping Ads\" is listed under the \"Destinations\" column for your products.__Note 3:__ Remember to review the correct linked accounts between Google Ads and Google Merchant Center Next. Verify that both Google accounts are linked and active to ensure that your shopping ads are working.__Note 4:__ We also recommend verifying tax and shipping settings: Go to Tax and Shipping and Returns. Ensure these settings comply with your target market requirements, as they are mandatory for Shopping Ads.__Note 5:__ This is optional, but we would recommend you to test your ads. After setting up your Shopping campaign in Google Ads, you can preview your ads by checking the Ad Preview and Diagnosis Tool in Google Ads to ensure they display correctly.","html":"<p>SOP 216: Set Up Performance Max For Google Shopping</p>\n<p>Set up a Performance Max campaign to promote your products on Google</p>\n<p><strong>Last Updated / Reviewed:</strong> 01/30/2025</p>\n<p><strong>Execution Time:</strong> 30 minutes to 1 hour</p>\n<p><strong>🚀 Goal:</strong> To create and activate your Performance Max campaign.</p>\n<p><strong>🤞 Ideal Outcome:</strong> You have successfully created your Performance Max campaign in your Google Ads account and activate the campaign in your Google Merchant Center Next.</p>\n<p><strong>🤔 Why this is important:</strong> Performance Max campaigns help you reach more shoppers across all Google Ads channels, including YouTube, Search, Shopping, Gmail, Maps and Discover.</p>\n<p><strong>🧐 Where this is done</strong> In Google Merchant Center Next and Google Ads.</p>\n<p><strong>🗓️ When this is done:</strong> Whenever there are new ad campaigns to be executed.</p>\n<p><strong>👨 Who does this:</strong> The business owner/manager or the local/agency digital marketer.</p>\n<p>__⚠️Prerequisites or requirements: __You will need a Google Ads account (SOP 014 – <a href=\"https://members.clickminded.com/sop/014/\">web version</a>) before setting up a Performance Max campaign.</p>\n<p>You will also need a Google Merchant Center Next (SOP 213 – <a href=\"https://members.clickminded.com/sop/213/\">web version</a>) to activate the campaign and link it to your Google Ads accounts (SOP 219 – <a href=\"https://members.clickminded.com/sop/219/\">web version</a>).</p>\n<p>Plus, you will also need to prepare your Google Merchant Center Next feeds (SOP 218 – <a href=\"https://members.clickminded.com/sop/218/\">web version</a>).</p>\n<p><a href=\"https://members.clickminded.com/sop/216\"><strong>Click here to get the most up-to-date version of this SOP</strong></a></p>\n<h2>Create a new campaign in your Google Ads account</h2>\n<h3>01▸ Sign in to your Google Ads account <a href=\"https://ads.google.com/intl/en_my/getstarted/?subid=my-en-ha-awa-bk-a-b00!o3~CjwKCAiA2fmdBhBpEiwA4CcHzWL4LDbR3H1fgSKBHB7r295nhmBlzcb38-62et_KRjdcTXSHPBMP7hoCFBEQAvD_BwE~142009062892~aud-618819227233:kwd-7727915436~17285115536~598422509405&#x26;gclsrc=ds&#x26;gclsrc=ds\">here</a>.</h3>\n<h3>02▸ On the sidebar, click the “+” icon and select \"Campaign\".</h3>\n<h3>03▸ Select an advertising objective for your campaign. For instance, a “Sales” objective was selected as seen below.</h3>\n<h3>04▸ Next, select “Performance Max” for your campaign. Name your campaign and click “Continue” to proceed.</h3>\n<h3>05▸ If none of the goals fit what you’re looking for, select “Create a campaign without a goal’s guidance” > select \"Performance Max\" > Name your campaign.</h3>\n<p><strong>Note:</strong> If you are facing an issue with the conversion action, you may follow these steps <a href=\"https://support.google.com/google-ads/troubleshooter/10028419?hl=en\">here</a> from Google support. Click “Continue” to proceed.</p>\n<h2>Set your bidding</h2>\n<h3>01▸ Right after, you will be directed to the Performance Max bidding page as depicted below.</h3>\n<h3>02▸ Depending on the campaign objective, you will have different options to focus on for your bidding. In this case, a “Sales” objective was selected previously and by default,  the bidding should already be set to \"Maximize conversions”. If you have a targeted cost per action, you may choose to tick the box and enter your cost as seen below.</h3>\n<p><strong>Note:</strong> To determine a bid strategy, you may refer to SOP 145: Determine a bid strategy for a new Google Ads Campaign (<a href=\"https://members.clickminded.com/sop/145/\">web version</a>).</p>\n<h3>03▸ Before you click “Next” to proceed, you will need to set the bid for your customer group. By default, your campaign bids will target both new and existing customers. However, you may also choose to target new customers only by ticking the box as shown below.</h3>\n<h2>Add your location and languages in campaign settings</h2>\n<h3>01▸ Set your bidding and add your selected locations to the target. You may also choose to enter another location or exclude it.</h3>\n<p>[Optional] You may also choose “Advanced search”.</p>\n<p>[Optional] An advanced search can be categorized into “Location” or “Radius”. This is for businesses that have “very targeted” locations. You may also choose to add locations in bulk by ticking the box. Enter the location name and click “Save” to proceed.</p>\n<h3>02▸ Next, select or type the languages your customers speak. You can choose more than one language. This depends on the location you have added previously.</h3>\n<h3>03▸ To add more settings such as “Ad schedule”, click it under “More settings” and follow the next steps below.</h3>\n<p>To add an “Ad schedule,” select the days from the drop-down menu and enter the time range. Then, click “Add.”  The “Ad schedule” is now added to your campaign settings navigation menu. Click \"Next\" to proceed.</p>\n<h2>Build your asset group</h2>\n<h3>01▸ To optimize your campaign score based on a weekly performance, enter a final URL that people will go to after clicking your ad. This is under the \"Asset generation\" category.</h3>\n<p>[NEW] Google AI will help you generate assets such as new images and texts to enhance your campaign efforts. Google will automatically help you fill out the below, which you can edit. You can skip this or click \"Generate assets\" to proceed to the next steps.</p>\n<h3>02▸ In the next category under \"Asset group\", you will need to name your asset group, provide your asset details and create an audience signal.</h3>\n<h3>03▸ Firstly, key in your asset group name.</h3>\n<hr>\n<h3>04▸ Secondly, add the details and creatives of your assets including the final URL, images, logos, headline, long headline, descriptions, business name, site links, and select a call to action. You should be able to see a preview on your right. Choose any ad display and device to preview as shown below.</h3>\n<hr>\n<p>[Optional] To add more asset types, scroll down and click “More asset types (0/6)”. Add in promotions, prices, calls, snippets of text, forms, and/or callouts.</p>\n<p>[Optional] To add a URL for mobile, scroll down and click “More options”. Key in your display path URL, tick the box and copy and paste the final URL for mobile as seen below.</p>\n<h3>05▸ Thirdly, scroll down to \"Audience signal\" and click on the drop-down menu, \"Add your data\". </h3>\n<hr>\n<h3>06▸ Next, select “+New segment”.</h3>\n<hr>\n<h3>07▸ Depending on your preference, you may choose the available segment types already in Google Ads. To customize the segment, click \"Audience manager\".</h3>\n<h3>08▸ A pop-up will appear to key in the new custom segment details.</h3>\n<ul>\n<li>Key in a segment name.</li>\n<li>Select “people who searched for any of these items on Google”.</li>\n<li>Next, add your Google search items for a specific target group.</li>\n<li>You may also choose to expand the segment including browsing types of websites or types of apps.</li>\n<li>Click “Save” to continue.</li>\n</ul>\n<p>[Optional] If you want to add a signal to your audience, you do so in terms of their interests and demographics.</p>\n<h3>09▸ Under “Demographics”, you will be required to input the audience’s gender and age range.</h3>\n<ul>\n<li>Click the arrow on your right to expand the “Demographics”.</li>\n<li>Tick a gender or both genders or “Unknown”.</li>\n<li>Key in an age range and/or tick “Unknown”.</li>\n</ul>\n<p>Any additional demographics including parental status and household income can be added by clicking on “Additional demographics”.</p>\n<h3>10▸ Finally, enter your audience name and click “Next”.</h3>\n<hr>\n<h2>Add a selected budget</h2>\n<p>In this section, you will be required to add a budget according to your budget plans after building your asset group.</p>\n<ul>\n<li>Google Ads will recommend a budget in which they will predict the weekly conversion and cost per conversion.</li>\n<li>You can also choose to set a custom budget.</li>\n<li>Click “Next” to proceed.</li>\n</ul>\n<h2>Review your campaign before you publish</h2>\n<p>After adding a selected budget, there will be a summary page for you to review your campaign in detail before you publish. Any errors will be prompted on the above of the page and the navigation menu as shown below.</p>\n<p>Fix all the errors (if any), review again, and click “Publish”. Google will automatically save any unpublished campaigns as a draft.</p>\n<h2>Activate your shopping ads in your Google Merchant Center Next</h2>\n<h3>01▸ Sign in to your Google Merchant Center Next <a href=\"https://merchants.google.com/\">here</a>.</h3>\n<h3>02▸ You will then need to link your Google Merchant Center Next and Google Ads. Click on the gear icon on the top-right corner and click \"Apps and services\".</h3>\n<h3>03▸ Click \"Add service\".</h3>\n<h3>04▸ Select \"Google Ads\" to link and then \"Next\".</h3>\n<p>Since Google already knows your available Google Ads accounts (if you have a few), select the appropriate Google Ads account that you were on to create a campaign earlier in this SOP. Ensure that the 10-digit numbers are correct and click \"Link\".</p>\n<h3>05▸ Go back to your Google Ads account. Select \"Tool\" > \"Data manager\" > Under \"Connected products\", you should be able to see \"1 received\" by now > Click \"Manage &#x26; link\" to approve the request.</h3>\n<h3>06▸ Go back to your Google Merchant Center Next, where you'll need to add a product source. Go to the settings or click on the gear icon in the top-right corner and select \"Data sources.\"</h3>\n<h3></h3>\n<h3>07▸ Next, click \"Add product source\".</h3>\n<h3>08▸ Choose a method below to add your products based on your file type and preferences and follow the instructions accordingly. Adjust the location where your products will show, the preferred language, tick \"shopping ads\" under \"Marketing methods\", and label the product feed before clicking \"Continue\" to proceed.</h3>\n<p><strong>Note 1:</strong> To verify that the product feed is working, navigate to \"Products\" > \"Diagnostics\". Check for any feed errors or warnings and resolve them (e.g., missing attributes, disapproved products). Ensure all products intended for Shopping Ads are approved.<strong>Note 2:</strong> To check shopping ads eligibility, confirm the status of your items under \"Products\". Ensure that \"Shopping Ads\" is listed under the \"Destinations\" column for your products.<strong>Note 3:</strong> Remember to review the correct linked accounts between Google Ads and Google Merchant Center Next. Verify that both Google accounts are linked and active to ensure that your shopping ads are working.<strong>Note 4:</strong> We also recommend verifying tax and shipping settings: Go to Tax and Shipping and Returns. Ensure these settings comply with your target market requirements, as they are mandatory for Shopping Ads.<strong>Note 5:</strong> This is optional, but we would recommend you to test your ads. After setting up your Shopping campaign in Google Ads, you can preview your ads by checking the Ad Preview and Diagnosis Tool in Google Ads to ensure they display correctly.</p>\n"}