Campaign Structure Best Practices

This is where most people overcomplicate things with PMax. They build out too many PMax campaigns with too little budget set to each campaign.

Keep it simple when starting out!

• The goal is to consolidate as much as possible.
  • However, don't just blast All Products in one Asset Group and call it a day (Asset Group structure tips below).
• Smart Bidding works best with more data.
  • This is why consolidation is usually better. You need 50+ conversions per month from a Performance Max campaign for it to run smoothly.
• Your campaign structures will depend on the product categories, products, and amount of SKUs you sell.

Reasons to Segment Campaigns

• Budget or bidding differences - ex. Best Sellers vs Low Performing product/product categories)
• Campaign settings - ex. location targeting
• Seasonality - ex. Halloween only products
• New products or product categories to test
• Zombie products - ex. products that get 0 impressions or clicks in your main PMax campaign(s)