Performance Max campaign setup issues

Campaign is serving on unexpected or unsuitable landing pages

If you've noticed your ads are serving landing pages that you didn’t intend for the campaign, this may be because Final URL Expansion is turned on. When Final URL expansion is on, Google dynamically generates a headline, description, and other assets to match user search intent. Learn more about Final URL expansion with Performance Max

If you don’t want Google to select alternate landing pages, you can opt out of the Final URL expansion feature by following the steps below:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the Settings tab.
5. Choose the Performance Max campaign that you want to edit.
6. Under “Additional settings”, expand the “Final URL expansion” section.
7. Choose to turn it off.
8. Click Save.

Campaign is serving unintended assets

If you've noticed your ads are serving unintended assets, it may be because Final URL Expansion is turned on. When Final URL expansion is on, Google dynamically generates a headline, description, and other assets to match user search intent. Learn more about Final URL expansion with Performance Max.

If you don’t want Google to select alternate landing pages, you can opt out of the Final URL expansion feature by following the steps below:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the Settings tab.
5. Choose the Performance Max campaign that you want to edit.
6. Under “Additional settings”, expand the “Final URL expansion” section.
7. Choose to turn it off.
8. Click Save.

Ads serving on irrelevant or undesirable placements

With placement exclusions, you can exclude your ads from serving on placements for specific pages, sites, mobile apps, and videos where you don't want your ads to show. This feature may negatively impact your campaign’s performance as it limits serving, and should only be used for brand safety purposes. In particular, you might exclude websites and mobile apps that aren’t appropriate for your brand. Performance Max campaigns will respect all account-level and MCC-level placement exclusions. Campaign-level placement exclusions aren’t yet available. Learn more about how to Exclude placements at the account level.

Ads serving in unintended locations

There are 2 types of location targeting in Performance Max campaigns:

• Presence or interest: People in your targeted locations, or people who are regularly in your targeted locations, or who’ve shown interest in your targeted locations (Recommended)
• Presence: People in your targeted locations, or people who are regularly in your targeted locations

After your campaign is live, you can view the locations of users being served ads both on the “Overview” page map view and by clicking the “Locations” tab. It’s expected to receive some traffic from outside the specific targeted locations.

If you notice unwanted serving from non-targeted locations, you may add these locations as exclusions.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Locations.
4. Click the “Exclusions” tab.
5. Click Edit locations or pencil icon to add a location to exclude.
6. Enter a location to exclude and click Save.

Check account-level placement exclusion lists in sub-accounts (within MCC)

1. In your manager account, click the Accounts icon , then select the Sub-account settings drop down in the section menu.
2. Make sure the “Applied placement exclusion lists” is visible in the table. If it’s not, click the “Columns” icon to add it.
3. Under the “Applied placement exclusion lists” column for the campaign you’re checking,
   • A dash will show if exclusion lists aren’t applied.
   • A list name will show if exclusion lists are applied.

Check account-level placement exclusion lists in sub-accounts (within a sub-account)

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop down in the section menu.
3. Click Content.
4. From the drop-down menu, click Placement exclusions.
5. Click Add filter, then select Level.
6. Check the box next to the accounts you want to view campaigns for.
7. Click Apply.

For advertisers upgrading to Performance Max from Shopping campaigns:

• Automatically created assets can’t be used with Shopping Ads.
• Performance Max campaigns will be prioritized over existing Shopping campaigns that run the same products in the same Google Ads account, so when you start to run Performance Max, spend in those Shopping campaigns may decrease (even if Performance Max has a lower budget than the Shopping campaigns) and Performance Max will ramp up in its place.
• To minimize performance impact, we recommend that advertisers set similar budgets for Performance Max as their existing Shopping campaigns for the same products.
• Your Performance Max campaign may take 2 to 3 days to ramp up. After your Performance Max campaign is up and running, you should pause your Shopping campaign. If your Shopping campaign and Performance Max campaigns continue to run at the same time, the Shopping campaign may continue spending on some surfaces and not allow Performance Max to optimize fully.

Most traffic coming from a single asset group:

• When setting up asset groups for your retail Performance Max campaign, ideally, you shouldn’t have an overlap in products targeted between asset groups (for example, Asset Group 1 and Asset Group 2 shouldn’t target both Products A to Z ; Asset Group 1 should only target Products A to L and Asset Group 2 should only target Products M to Z).