How to set up pure feed ad display to maximize Google results

Google Performance Max is a new type of campaign that aims to maximize the effectiveness of advertising by integrating different advertising channels and formats, using machine learning to optimize advertising delivery, and automatically selecting the best ad placement to achieve the predetermined conversion goals. In previous articles, I also wrote about how to set up Google Performance Maximization Ads and taught you how to set up Pmax Google Performance Maximization.
Because Google Performance Maximization Ads are more suitable for Google Ads that have accumulated a certain amount of conversion data, it is a good choice to expand Google based on conversions. If a new account runs Pmax ads directly, the effect may be off. For many of our current Google optimizers, sometimes Google Performance Maximization Ads are as elusive as a sandbox, and it is not clear what specific advertising costs are spent on.

Because relatively speaking, Google’s display, search, video and shopping, shopping PLA ads have the best conversion, followed by search, so now there are also optimizers trying to use maximized ads to run only PLA shopping ads, because relatively speaking, Pmax ads have the highest priority, so today we will mainly share 2 common operation settings for running pure feeds with maximized effects.
The first one is that you can directly set pure feed ads in the GMC background. I didn’t know that you can set ads directly in the GMC background before. Log in to the GMC background and find the ad campaign under marketing. The maximized ad campaigns and shopping ad campaigns we set in Google ads can also be seen here. I haven’t noticed this before. It should be a new section.

It is the easiest to set up pure feed ads here. It is much simpler and faster than setting it up in the Google Ads backend. Just click create campaign, and the following will appear, allowing you to set the budget and product business card, and it will be created. The only shortcoming is that you cannot select product feed here. You can only feed all products together. Then when you return to the Google account backend, you can see the ad campaign we created, and you can add the audience group to make the Google campaign more accurate.

Another way to set up Google’s pure feed ads is to log in to the Google Ads backend and set it up according to the previous Google Maximization steps, that is, when selecting materials and copy, select Blank to keep the materials empty to ensure that the ads are displayed in pure feed form. Only check the Feed and select the corresponding audience. First, open the Google ads backend, select New Campaign, and select Purchase Sales Goal. Many conversion goals are directly derived from GA. In addition to shopping, there will also be goals such as Add to Cart, Initiate Checkout, and Register. It is recommended to only keep the purchase sales goal to facilitate Google’s learning, and only use purchase as the final conversion goal.

Next, select the ad type. If you want to maximize the effect, you can directly select the type that maximizes the effect. Then select the GMC feed and proceed to the next step. When setting the maximum effect, it is best to have a feed that has been reviewed and approved. Name the ad campaign. I usually name it date_country_ads type_product type_Budget, which is easier to distinguish when looking at the ad background.

The next step is to choose the bid. There are only two options for maximizing the effect: conversion number and conversion value. I usually choose conversion value and set a target advertising return on expenditure. This return on expenditure should be lower than the actual rate, so as not to set it too high and cause the ad to not run. For example, I set it to 400%

Click Next, select the corresponding country and language, etc. I have asked the account manager before if a global site can be launched in multiple countries and regions at the same time, for example, if the website is sold in Europe, CA and other regions, the answer I got was that it is best for one feed to correspond to one country. It should be noted here that in the red box below, it is best to exclude brand words from the brand exclusion objects to avoid competing with the brand words we normally set. This can be done by Google AM ​​or you can directly create a brand list in the tools and settings, and then you can exclude the brand list when setting the maximum effect advertisement later.

When selecting assets, keep the asset empty to ensure that the ad is displayed in pure feed format. If you want to change the existing running maximum effect ad to pure feed format, find the asset group of the campaign and change it from enabled to paused.