How to Create Google Performance Max Campaigns in XPO with Google Merchant Center (GMC)

If you are not using product feeds or have no use for GMC, follow the instructions at How to Create Google Performance Max Campaigns without Google Merchant Center (GMC) in XPO.

Google Performance Max (PMax)    is a new goal-based campaign type that allows advertisers to access all of Google Ads inventory from a single campaign. PMax helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels. Now you can launch PMax campaigns directly from XPO.

Before you Start

You will need a valid Google Ads account and a Google Merchant Center (GMC) account. If you don't have an existing valid Google Ads account, you will need to create one. Once you have access to both, you can follow these steps: 

1. Grant XPO access to your GMC account.
2. Link your Google Ads Account to XPO.
3. List your products on Google using XPO Curator.

Create a Campaign

Follow this guide to set up a campaign.

The PMax campaign type is only supported when using the Google Ads platform and the Sales objective. It is NOT available yet for cross-platform campaigns, or when using campaign objectives other than the Sales objective.

1. Select the advertising channel as Google Ads and select the Google Ad account you would like to use from the dropdown menu.
   

2. Select the objective as Sales. Performance Max will now show up as a campaign type selection.

   

3. Then select the Google Merchant Center (GMC) account you would like to use.

4. You can either use all the available feeds in your GMC or only the feeds for a certain country of sale.
   
   
5. Fill in the other required information and click Save. Your campaign is now created.

Create Ad Group(s)

Under the previously created campaign, follow this guide to set up your ad group(s).

When creating an ad group from within a PMax campaign in XPO, the ad type will automatically be Google Ads, and the channel will automatically be Performance Max.

 

Listing Groups

The Merchant Center was already selected at the campaign level. Any ad group within the same campaign will use the same Merchant Center. You can choose to use all the products from that Merchant Center for this ad group and its creative, or you can create or select a Listing Group.

Learn how to create a Listing Group in XPO.

Only the products from the Merchant Center selected in the chosen Listing Group will be available to be used by this ad group and its creative.

 

Audience Signal

Select the elements that conform to an Audience Signal individually: Audiences, Demographics, and Detailed Targeting. Select your desired Bidding Strategy. 

Once you have filled out all required fields, click Save. Your ad group is now created.

 

Creative

Once your creative is ready, it can be linked to your PMax ad group in the usual way.

Follow this guide to create a Performance Max creative.

Please note that for PMax ad groups: An ad group can only have one creative linked. Once that creative is linked and the ad group saved, you will NOT be able to change it or link another creative to it. However, one creative can link to any number of different ad groups.

 

Extensions

You can add ad extensions   to give people more information about your business and make it easier to engage with your ads.