Optimisation tips for Performance Max for store goals

Performance Max uses Google AI to help you drive growth in conversions and value through bidding, targeting, creatives and attribution. It's designed to perform across a wide range of marketing objectives and media channels. Because of this, we recommend using the following best practices to help set up your Performance Max campaigns for store goals for success and optimal results.

This article explains best practices for Performance Max campaigns for store goals.

For additional best practices, review:

• Best practices for all business types
• Best practices for online sales (non-shopping)
• Best practices for lead generation
• Best practices for retail advertisers with online sales goals using a Merchant Center feed

Campaign setup

• Campaign duration: 30 days recommended minimum. However, you can run shorter campaigns for seasonal events like Back-to-School, Black Friday or Mother's Day.
• Store visits: The campaign must be set up within an account that's already active and eligible for store visits regardless of Google channel.
• Local actions: Advertisers who aren't eligible for store visits can optimise towards local actions, which include contacts and direction clicks.
• Store sales: The campaign must be set up within an account that’s already allowlisted for store sales improvements and that’s active and eligible for store visits and store sales across all eligible channels.
  • Not all accounts are eligible for store sales. Learn more about store sales eligibility.
• Number of business locations per account: It’s recommended that you have a minimum of 10 business locations in campaigns with store visits or store sales. For campaigns with local actions, it’s recommended that you have a minimum of 5 business locations.
• Conversion values: Set conversion values for each goal applied to your campaigns (for example, store visits = $25 USD and calls = $10 USD).

Account ID or campaign setup

The requirements and recommendations are at the account level. If required, you can create multiple campaigns, as long as the requirements are met at the account level.

Reporting

• Actions: Visits and local actions will be reported by individual store location and provided in per store performance insights to your customers.
• Store sales reporting: Store sales reporting is currently only available at the campaign level.
• Measuring campaign success: When assessing the success of your campaign, compare it against other performance-oriented campaigns with the same conversion action. If a competitive benchmark is required, compare other offline media (for example, print, radio, flyers and TV) with offline objectives.
• Performance evaluation time: Wait 1–2 complete conversion cycles before fully evaluating your campaign performance and adjusting targets to allow users to complete longer offline conversion cycles and for them to surface in your offline reporting.