Shopping & Performance Max Campaigns
If you run an e-commerce business, Google Ads offers powerful tools to showcase your products directly to buyers. Two major campaign types help you do this effectively:
- Google Shopping Campaigns
- Performance Max Campaigns
In this module, you’ll learn how to:
- Set up your Google Shopping feed
- Understand how Performance Max campaigns work
- Build a strong e-commerce SEM strategy to increase sales
What Are Google Shopping Ads?
Shopping Ads show your product image, title, price, and store name directly in Google Search and the Shopping tab—before the user even clicks.
These ads:
- Are highly visual
- Show up for product-specific searches like “red running shoes under ₹3000”
- Lead directly to product pages
Setting Up a Google Shopping Feed
To run Shopping Ads, you must set up a product feed through Google Merchant Center.
Step-by-Step Guide:
1. Create a Google Merchant Center Account
Go to https://merchants.google.com/ and sign in with your Google account.
2. Upload Your Product Feed
You need to upload a file (usually in .xml, .txt, or Google Sheets) that includes:
- Product title
- Description
- Price
- Image link
- Product ID / SKU
- Availability (in stock/out of stock)
- GTIN or MPN (for branded items)
Tip: You can also automate this using your eCommerce CMS (like Shopify, WooCommerce, Magento) or Google Sheets.
3. Link Merchant Center to Google Ads
- Go to your Merchant Center account
- Navigate to “Linked Accounts”
- Link your Google Ads account
4. Create a Shopping Campaign in Google Ads
- Choose “Sales” as your goal
- Select the Merchant Center product feed
- Set budget, bidding (e.g., Maximize Conversion Value), and targeting
Now your products will appear as Shopping Ads when someone searches for them on Google.
Performance Max Campaign Basics
Performance Max (PMax) is a smart campaign type that uses Google’s automation and AI to run your ads across all platforms:
- Search
- Display
- YouTube
- Gmail
- Maps
- Discover
You provide:
- Creative assets (headlines, images, videos)
- Product feed (optional but recommended for eCommerce)
- Goals (sales, leads, etc.)
Google does the rest—deciding when and where to show your ads.
Key Benefits:
- Full automation (Google handles bidding, targeting, placements)
- One campaign reaches across all Google channels
- Strong for eCommerce brands with many products
How to Set Up a Performance Max Campaign:
1.Go to Google Ads
2.Choose “Sales” as your goal
3.Select “Performance Max” as the campaign type
4.Link your product feed from Merchant Center
5.Add creative assets:
- Headlines
- Descriptions
- Images
- Videos (optional)
6.Set bidding strategy (e.g., Maximize Conversion Value with a Target ROAS)
7.Launch and monitor
E-Commerce SEM Strategy Tips
To get the most out of Shopping and PMax campaigns:
1. Optimize Product Feed
- Use clear, keyword-rich product titles (e.g., “Men’s Running Shoes – Nike ZoomX”)
- Upload high-quality images
- Keep prices and availability updated daily
2. Set Realistic ROAS Goals
- Start with a reasonable Target ROAS
- analyse which products or categories perform best
- Increase budget on top performers
3. Use Promotions & Price Extensions
- Add promotions in Google Merchant Center (e.g., “10% off – today only”)
- Use price extensions to show product range in search ads
4. Separate High-Value Products
- Use custom labels to group products (e.g., high-margin vs. low-margin)
- Create separate campaigns for premium items
Summary
- Shopping Ads display your products directly in search with images, prices, and titles.
- You need to set up a product feed via Google Merchant Center and link it to Google Ads.
- Performance Max campaigns automate your ads across all Google platforms for maximum reach.
- For eCommerce, focus on product feed optimization, smart bidding, and promotional strategies.
Real Life Example:
Imagine you own a small bakery in your neighbourhood with an online store featuring dozens of cake varieties. You’ve uploaded all your products but struggle to get customers to find and buy them because your website is new and doesn’t rank high yet. Instead of waiting months for SEO to bring traffic, you set up a Google Shopping campaign with a detailed product feed including images, prices, and descriptions. You also launch a Performance Max campaign to let Google automatically show your ads across YouTube, Gmail, and other platforms. Within days, your cakes appear in visually appealing Shopping Ads when people search “fresh birthday cakes near me” or “chocolate cake delivery.” Customers see your product photos, prices, and ratings right in the search results, making them more likely to click. The automated Performance Max campaign also brings additional traffic from YouTube and Gmail users who fit your target audience profile. As a result, your online orders increase rapidly, your bakery gains local popularity, and you generate sales faster than you would have relying on organic SEO alone.
