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 inventories 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 using XPO.

You can launch PMax campaigns with or without having a GMC account:

If you are promoting multiple products and would be using product feeds, such as in e-commerce or online retail, then you would need to use a GMC account. Learn more about how to use PMax with GMC.

If you have only a few items and do not require data/product feeds, then you should proceed without a GMC account.

In this article, we will show you how to launch PMax campaigns without a GMC account.

Before you start

Before you launch a Performance Max campaign without Google Merchant Center (GMC) account in XPO, you need a valid Google Ads account. If you have an existing valid Google Ads account, link it to XPO. Otherwise, create one.

Create a Campaign

Follow this guide to set up a campaign.

The Performance Max campaign without Google Merchant Center (GMC) account 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 objectives other than Sales.

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

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

3. Do NOT select any Merchant Center Account from the drop-down as we are creating Performance Max Campaign without Google Merchant Center.
   
   
   
4. 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 Performance Max campaign in XPO, the Ad Group Type will automatically be Performance Max.

 

Listing Group

The Listing Group section is disabled for a Performance Max campaign without Google Merchant Center. You will see a message "Listing group selection is not applicable if no Merchant Center account was selected when campaign was created" getting displayed in such case.

 

Audience Signal

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

Fill in the required information and click Next.

At the bottom instead of Save button, Next is displayed. This is because for Performance Max campaigns without a Merchant Center account, it is compulsory to add a creative at the same time as you create an Ad Group.

 

Create Creative

Remember to set up and save your creative to complete the entire process. If you don't save the creative and click Cancel, the ad group added in the previous step will not be saved.

When creating a Creative within a Performance Max campaign without a Google Merchant Center, the Creative Type will automatically be Performance Max No MC under Google Ads.

Follow this guide to create a Performance Max creative.

For Performance Max ad groups, an ad group can only have one creative linked to it. Once a creative is linked and the ad group is saved, you will NOT be able to link another creative to that ad group.

 

Extensions

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