Should you run a feed-only Performance Max campaign?

By: Jyll Saskin Gales, Google Ads Coach

Are you considering running a feed-only Performance Max (PMax) campaign for your ecommerce business? While this workaround might seem tempting, it's important to weigh the potential risks and benefits before diving in. Let's discuss the concept of feed-only PMax campaigns, their pros and cons, and alternative strategies for achieving your advertising goals.

What are Feed-Only PMax Campaigns?

Feed-only Performance Max campaigns are a workaround that allows you to run a PMax campaign using only your Google Merchant Center feed, without adding any additional assets like headlines, images, or descriptions. This approach aims to recreate the functionality of Smart Shopping campaigns, which were deprecated by Google in favor of PMax.

The Appeal of Feed-Only PMax

The main appeal of feed-only PMax campaigns is their simplicity. By relying solely on your product feed, you can potentially streamline your campaign setup, management and - importantly - placements. No video! This approach might be particularly appealing to businesses with limited resources or those who previously saw success with Smart Shopping.

The Risks of Feed-Only PMax

However, there are several risks associated with feed-only PMax campaigns:

• Workaround Dependency: This strategy relies on a workaround that Google could potentially disable at any time. If this happens, your campaigns could be disrupted, and you might have to start from scratch.
• Limited Optimization: By not including additional assets, you're limiting your ability to optimize your ads and tailor them to different audiences and placements. This could result in lower click-through rates and conversions.
• Lack of Control: PMax campaigns already offer limited control compared to other campaign types. By using a feed-only approach, you're further reducing your ability to fine-tune your strategy.

Missing Smart Shopping? You can still recreate it without PMax

If you're looking to achieve similar results to feed-only PMax campaigns, consider launching two campaigns: Standard Shopping and Dynamic Remarketing. This combination can effectively replicate the functionality of Smart Shopping campaigns, giving you more control and flexibility than a feed-only PMax approach.