Optimisation tips for Performance Max for shop goals

Performance Max uses Google AI to help you drive growth in conversions and value through bidding, targeting, creatives and attribution. It's designed to perform across a wide range of marketing objectives and media channels. Because of this, we recommend using the following best practices to help set up your Performance Max campaigns for shop goals for success and optimal results.

This article explains best practices for Performance Max campaigns for shop goals

For additional best practices, review:

• Best practices for all business types
• Best practices for online sales (non-shopping)
• Best practices for lead generation
• Best practices for retail advertisers with online sales goals using a Merchant Center feed

Campaign setup

• Campaign duration: 30 days recommended minimum. However, you can run shorter campaigns for seasonal events like Back-to-School, Black Friday or Mother's Day.
• Shop visits: The campaign must be set up within an account that's already active and eligible for shop visits regardless of Google channel.
• Local actions: Advertisers who aren't eligible for shop visits can optimise towards local actions, which includes contacts and direction clicks.
• Shop sales: The campaign must be set up within an account that’s already allowlisted for shop sales improvements, and that’s active and eligible for shop visits and shop sales across all eligible channels.
  • Not all accounts are eligible for shop sales. Learn more About shop sales eligibility.
• Number of business locations per account: It’s recommended that you have a minimum of 10 business locations in campaigns with shop visits or shop sales. For campaigns with local actions, it’s recommended that you have a minimum of five business locations.
• Conversion values: Set conversion values for each goal applied to your campaigns (for example, shop visits = £25 GBP and calls = £10 GBP).

Account ID or campaign setup

The requirements and recommendations are at an account level. If required, you can create multiple campaigns as long as the requirements are met at an account level.

Reporting

• Actions: Visits and local actions will be reported by individual shop location and provided in per shop performance insights to your customers.
• Shop sales reporting: Shop sales reporting is currently only available at the campaign level.
• Measuring campaign success: When assessing the success of the campaign, compare against other performance-oriented campaigns with the same conversion action. If a competitive benchmark is required, compare other offline media (for example, print, radio, flyers and TV) with offline objectives.
• Performance evaluation time: Wait for 1–2 complete conversion cycles before fully evaluating your campaign performance and adjusting targets to allow users to complete longer offline conversion cycles and for them to surface in your offline reporting.