The complete breakdown of our exact performance max setup

Hi,

Jackson here.

I know most of you are familiar with Performance Max.

In fact, I know there's so much hype around it that in some 7 figure brands we audit this is the only campaign they try to run.

This isn’t correct of course.

But it’s common to see why they do.

It's automated.

It's powerful.

And has the potential to be a revenue engine for new customers.

But as an ecommerce brand spending $30K+/month on ads, you might be struggling to run it on Google profitably.

Your ROAS is diminishing as you increase ad spend.

Or you're yet to see the 5+ ROAS so many gurus talk about.

You see, most ecommerce brands make critical mistakes with their Performance Max setup.

They create too many campaigns, neglect their product feed, or ignore brand safety controls.

The result?

Wasted ad spend and lackluster ROAS. 

Even worse, they rely solely on Google's "New Customer Acquisition" setting, which is often faulty.

Without a proper campaign structure, you miss out on the full potential of Performance Max.

But if you set it up right...

You can use it to acquire new customers consistently.

Without relying on branded campaigns or social traffic.

Here's the exact strategy we've used to scale our 7-8-figure clients.

1. Keep it consolidated. Instead of multiple campaigns, use asset groups that match your product categories. Only divide campaigns for specific business needs like budgets or ROAS targets.

2. Prioritize your product feed. Performance Max for ecommerce heavily relies on your Google Merchant Center feed. Invest time in feed optimization.

3. Guide Google with signals. Use your first-party data, such as customer lists and website visitors, to give Google an accurate picture of your ideal customer. 

4. Implement brand safety. Use content suitability settings to control where your ads appear. Exclude sensitive content and low-quality placements.

5. Structure campaigns properly. Separate branded and non-branded keywords. Don't solely rely on Google's retention settings.

6. Analyze asset performance. Use Google's asset reporting to identify top-performing creatives and combinations. Iterate based on data.

With the right setup, Performance Max can become your most powerful customer acquisition tool on Google.

But it takes expertise and constant optimization.

We did a complete breakdown of our exact setup here.

See you in the next one,

Jackson

CEO and Founder of Echelonn

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