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COURSE WORKBOOK
 WELCOME

COURSE WORKBOOK 1
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Hey!

I’m Ezra, Founder of Smart Marketer.

First, I want to say thank you.

I believe an entrepreneur’s most valuable asset is their time, and when you choose to spend your
time with me and my team, we strive to give you the greatest possible return on that investment.

Next, I want you to know that I’ve been exactly where you are right now:

You want to keep growing your brand and find new channels to get your message out there, but
feel you’ve reached the limit of what you can do with your current systems.

And that’s exactly what you’ll learn in our Google Performance Max Blueprint.

Performance Max is a new goal-based campaign type that allows performance advertisers to
access all of their Google Ads inventory from a single campaign. It’s designed to complement
your keyword-based Search campaigns to help you find more converting customers across all
of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

And I have seen tremendous growth and success using it with my eCommerce
brands BOOM! and Overtone. So, I have brought in the man who runs our PMax
campaigns, Brett Curry of OMG Commerce, to not only show you why you should
be using PMax but how to build and optimize these powerful campaigns.

Use this workbook as a tool to maximize your results with this Blueprint. It will
help you engage more deeply with the content so you can better absorb the
information and apply it to your business.

From me and my team at Smart Marketer, we’re so excited to work with

you.

Okay, enough chit-chat — let’s get started!

Ezra Firestone
Ezra Firestone
Founder | SmartMarketer.com

P.S. If you have any questions about the course content or your special
bonuses, please email us at support@smartmarketer.com or click the
chat icon at the bottom-right hand corner of your Members’ Area.

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COURSE WORKBOOK 2
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Table of Contents
Click on a section to jump pages.

M E E T Y O U R C O U R S E I N S T R U C T O R.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

G E T T I N G STA RT E D W I T H P E R F O R M A N C E M A X . . . . . . . . . . . . . . . . . . . . . . . . . 2

P M A X C A M P A I G N # 1 : S H O P P I N G & E F F I C I E N C Y. . . . . . . . . . . . . . . . . . . . . . . 1 6

P M A X C A M PA I G N # 2 : B E Y O N D S H O P P I N G & G R O W T H . . . . . . . . . . . . 3 0

G O O G L E P E R F O R M A N C E M A X C H E C K L I S T. . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 6

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Meet Your Course Instructor

Co nne c t o n L i nke d I n

BRETT CURRY

Brett Curry is the CEO of OMG Commerce, a performance marketing

agency, Google Premier Partner and Amazon Ad Partner. Brett is
the host of two leading eCommerce podcasts - Spicy Curry and
eCommerce Evolution Podcast highlighting what’s new and what’s
next in eCommerce. He and his team manage Google, YouTube, and
Amazon ad campaigns for growing eCommerce brands. They’ve
worked with an impressive array of brands including NATIVE, Boom by
Cindy Joseph, Monin, Organifi, Madison Reed and many more. He’s
a frequent speaker on top industry stages like Traffic & Conversion
Summit, Social Media Marketing World, SellerCon, IRCE and more. He’s
also been featured on top industry publications such as Search Engine
Journal, Smart Marketer, the Shopify Blog and more.

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MODULE 1

GETTING
STA RT E D W I T H
PERFORMANCE
MAX
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G E T T I N G S TA R T E D W I T H 3
PERFORMANCE MAX
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1 What is Performance Max

What separates top eComm brands from the rest?

They lean into creatives!

A carousel of product images for Overtone

Those images will show up with a simple keyword search.

AM P (Ac ce le rate d Mar ke ti ng P o r t f o l i o s) w i t h a St ro n g B a se

AWA R E N E SS C O N S I D E R AT I O N P U R C H AS E LOYA LT Y

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Performance Max has been designed with a healthy

mix of manual + AI.
What maxes up PMax?
• Google Shopping
• Gmail
• Google Search
• YouTube
• Google Discover
• Google Display

You can find Performance Max Campaigns in the campaign menu in Google Ads

Why Google Created Performance Max

• Leverage unsold inventory.
• Create the perfect environment for machine learning.
• Compete with Facebook.
• Replace Smart Shopping.

Performance Max Should be a Top Campaign For You.

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G E T T I N G S TA R T E D W I T H 5
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What’s Different From Previous

2
Google Campaigns?

Audience Signals vs. Audiences

Audience signals are NOT audience targets. They are, however, audience suggestions. In other words, this feature allows
the advertiser to inform Google who they think the ads would be best suited for.

A list of all eligible keywords for Overtone hair dye.

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• Assets Groups Consist Of:

» Assets
Asset Groups v. Ad Groups » Audience signals
» Listing groups
• Assets
» Video Ads
» Images (lifestyle and product)
» Headlines & descriptions for search
» Headlines & descriptions for display

An example of an Overtone Asset Group. This group has 6 images, 2 logos, 4 videos,
5 headlines, 1 long headline, and 4 descriptions for search and display.

• Audience Signals
» In-market
» Custom segments
» Remarketing
» Customer match
» Live events & more
• Listing Group
» Product Feed
» Single product or multiple

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Building out an Asset Group. Notice you can preview your ads on each segment of the Performance Max network.

Listing Group vs. Product Groups

Listing groups are made up of listings, which currently includes both products and collections (groups
of products, assets, and rich retail data that represent a category landing page on your website).

» Maximize conversion
» Maximize conversions with a target CPA
Smart Bidding Only! » Maximize conversion value
» Maximize conversion value with a target ROAS

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Maximize Conversion Value - Target ROAS

Maximize Conversions - Target CPA

» Learning period is typically 2 - 6 weeks!

Longer Learning Period (sometimes)
» However, this does pay off in the long run.

2 ROAS for Subscriptions

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3 PMAX & Your Marketing Stack

How Does Performance Max Compliment

Existing Google Ads Campaigns?

• PMax compliments YouTube Campaigns

A list of BOOM! YouTube Campaigns built-in PMax.

GOOGLE PERFORMANCE MAX TIP

Performance Max is the best option to use when:

You have specific advertising and conversion goals
for example, driving online sales, lead generation, and others).

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• Augments Search Campaigns

A Google Ad is the first thing that appears when someone searches for BOOM! By Cindy Joseph

Search Campaigns built out in Performance Max.

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• Augments Solid Remarketing Buildout

Remarketing buildout in Performance Max

PMax Can Compliment Standard

Shopping Campaigns.

NOTE If Targeting The Same Product Ids Or If Running In The Same Account -
Performance Max Will Steal Clicks From Standard Shopping. If targeting
different product IDs or if running in separate accounts - Performance Max
and Standard Shopping can work side-by-side.

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Multiple BOOM! Campaigns that are currently running on Google Shopping, as well.

• New Customers + New Channels

• Expand + Augment
• Dynamic Prospecting
» Dynamic prospecting uses machine learning to get an idea for what potential buyers
are looking for. Once the system knows what the user is after, it combines that possible
intent with demographics-based information such as age, gender, and household
income to match the user with a product in your feed. The products in your feed are
evaluated based on performance, relevance, and other factors to determine which
ones are most likely to catch the user’s attention and lead to conversions.
• Performance Max could be 20%+ of Your Google Budget.

NOTE If Performance Max takes a lot of your shopping budget -

it could be 60% + of your total Google budget.

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4 Case Study: An Outdoor Company

All PMax Campaigns for the Outdoor Company.

How We Did It

• Single campaign (initially)

• Single asset group
• Custom segments + our data + in-market + demographics
• Maximize conversions with $150 target CPA bid
• VERY few clicks from shopping (about 2.5%)

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A list of the outdoor company’s own data.

A list of interest & detailed demographics built out in the PMax Campaign.

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$7,826 out of $312,000 total spend went to shopping clicks

Module 1 Reflection

Why do you think it’s important to invest money in high-quality creatives for your PMax
campaigns?

Which channels are you currently targeting via Google Ads? How can you get your product/
service in front of more eyes due to PMax using more channels?

Do you think that investing in a PMax campaign will be a lot more beneficial for your brand than
just a typical Google Shopping campaign?

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MODULE 2

P E R F O R M A N C E M A X C A M PA I G N # 1 :

SHOPPING &
EFFICIENCY
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1 PMax Campaign Strategy

All the channels you can access on PMax.

What Are Your Goals?

• Efficient growth?
• Scale and CAC/LTV Focus?
• Ease of management?
• Visibility into what’s working and what’s not?

Single Campaigns or Multiple?

• Setup: What’s Controlled/Visible At Campaign Level?
» Bids and bid type
» Bid adjustments
» Budgets
» Certain performance metrics
» Location
• At Least Two Campaigns:
» Shopping/Efficient Growth Focus
» Beyond Shopping/Aggressive Growth Focus
• #1 Shopping/Efficiency Focus
» Volume equivalent to Smart Shopping Campaigns (often 50%+ of your shopping ad spend)

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Single Campaigns or Multiple? (Cont.)

• #2 Beyond Shopping/GROWTH Focus
» Learn more into non-shopping channels
» Growth/scale focus - often at an acceptable CPA (CAC)

Single or Multiple Group Campaigns

• Setup: Why Single Asset Group Campaigns?
» You can’t see a performance by asset group.
» You can’t change bids by asset group.
• Setup: Why Multiple Asset Group Campaigns?
» Ease of management
» More signals in one campaign
» Assets may vary depending on audience or category, but bids and budgets don’t vary.
• Setup: How to Segment Asset Groups
» By Category
» Nike: Basketball v. Running
» BOOM: Boom Stick v. Mascara
» oVertone: by color

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2 Audience Signals & Bid Strategy

#1 Shopping/Efficiency Focus
• Volume equivalent to Smart Shopping Campaigns (often 50%+ of your shopping ad spend)
• The right audience signals speed up learning and help your campaigns hit goals faster.

Audience Signals (Not Audiences)

• Signal: Google’s Best Practice – Two Signals (at least)
» Your data (remarketing audience or customer match list)
» Custom segments

For best results, upload your own user data.

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• Audience Signals
» In-market
» Custom segments
» Remarketing
» Customer match
» Life events & more

Custom Intent Audiences

• Signal: Custom Intent Audiences
» Competitors (“competitor A reviews,” “competitor a vs. competitor b”)
» Top non-brand search terms
» Top how-to search terms

A complete list of Custom Segments built out in PMax. This single campaign has over 50 keywords (both short and long).

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In-Market Audiences
• Signal: In-Market Audiences
» Complimentary (people also bought)
» Not directly related, but ideal audience.
» Audience insights
» EXACT audience you want

Smart Bidding Only

• Best Bid Strategy for Shopping?
» 1. Maximize conversion
» 2. Maximize conversions with a target CPA
» 3. Maximize conversion value
» 4. Maximize conversion value with a target ROAS

Maximize Conversion Value - Target ROAS

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2 Listing Groups - Shopping Ads

• Bidding to Support Your Objectives

• Building the Perfect Product Feed
» Your shopping ads are only as good as your product feed.
• Listing Groups (Group of Products)

Example of a Listing Group when searching for a “pour over kettle.”

GOOGLE PERFORMANCE MAX TIP

Performance Max helps you drive performance based on your

specified conversion goals, delivering more conversions and value
by optimizing performance in real-time and across channels
using Smart Bidding.

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Example of a Listing Group when searching for the “best noise cancelling headphones.”

» Feed Tips
º Title (drives rankings & clicks)
º Image (drives clicks & high CTRs drive better ad rank)
º Price (drives clicks, conversions and rankings)
º Product Category & Type (drives rankings)
º Description (helps with free listings & shopping tab & rankings a little)
» Recommended Feed Tools
º DataFeedWatch
º GoDataFeed
º Feedonomics

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3 Case Study: oVertone

The landing page of oVertone. OMG used the landing page as the inspiration for the creative & copy.

How We Did It

• Separate campaign for each color (could have done just separate asset group).
• One catchall campaign.
• Separate asset group for BoF, MoF, ToF signals (to break out later).
• Maximize conversion value bidding with a target ROAS.
• Bidding equally for new vs. returning customers.

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Assets

The best part about PMax is you don’t need different creative for each channel.

A list of assets needed for your PMax campaign with recommendations on sizing.

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Focusing on the Search section of PMax.

Search Tips
• 3-5 headlines - pull from your top-performing brand and non-brand ads.
• Think keywords, think USP, think CTAs
• At least 4 extensions
• Descriptions

A list of search headlines for oVertone.

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Building out search headlines in PMax. PMax has a “calculator” that will judge the strength of your headlines.

NOTE Add brand negative keywords to your ads

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4 Case Study: Automotive Client

How We Did It
• Upgraded existing Smart Shopping campaigns to PMAX.
• Created new PMAX campaigns to lean into Google Shopping.
• Added all relevant assets (not just the listing groups/feed).

Results
• Impressions +10%
• Clicks +102%
• Avg CPC -8%
• Revenue +119%
• ROAS improved from 251% to 295% (44% increase).

GOOGLE PERFORMANCE MAX TIP

Performance Max is a new goal-based campaign type that

allows performance advertisers to access all of their Google Ads
inventory from a single campaign. It’s designed to complement
your keyword-based Search campaigns to help you find more
converting customers across all of Google’s channels like
YouTube, Display, Search, Discover, Gmail, and Maps.

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Module 2 Reflection

What would be your goals for running a Performance Max campaign?

Which Performance Max bid strategy most aligns with your marketing goals?

Based on the oVertone case study, why do you think it’s important to break down your asset
groups by TOF, MOF, and BOF?

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MODULE 3

P E R F O R M A N C E M A X C A M PA I G N # 2 :

BEYOND
SHOPPING &
GROWTH
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1 Performance Max: Beyond Shopping

#1 - Shopping/Efficiency Focus
• Volume equivalent to Smart Shopping Campaigns (often 50%+ of your shopping ad spend)
• Strong enough ROAS to support ToF efforts

#2 - Beyond Shopping/Growth Focus

• Lean more into non-shopping channels
• Growth/scale focus - often at an accessible CPA (CAC)

Setup: Why Single Asset Group Campaigns?

• You can’t see performance by asset group.
• You can’t change bids by asset group.
• Assets vary by audience.

Setup: Why Multiple Asset Group Campaigns?

• Ease of management
• More signals in one campaign
• Assets vary depending on audience

Setup: How to Break Up Asset Groups

• By product category
» oVertone - color
» Boom - mascara vs. Boom stick vs. Silk
» Nike - running vs. basketball
• By audience signal IF assets will vary by signal

Audience Signals
• Signal: Google’s Best Practice - Two Signals (at least)
» Your data (remarketing audience or customer match list)
» Custom segments

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Building an Audience Signal in the Back End of PMax.

Smart Bids
• Maximize conversion
• Maximize conversions with a target CPA
• Maximize conversion value
• Maximize conversion value with a target ROAS

Setting Your Bidding to Maximize Target CPA

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A look at the Outdoor Brand Campaign When Maximized for Target CPA.

An Overview of the Audience Signal PMax Ad for the Outdoor Brand.

All Metrics from the PMax Campaign for the Outdoor Brand

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2 Listing Groups - Shopping Ads

Listing Groups (Group or Products)

• Shopping as a base only.
• We want to move BEYOND shopping.

Listing Groups
• Top products only
• Separated by category
• Separate listing group = separate asset group
• Hero products or introductory products
• Higher AOV products

Another look at the search carousel of listing groups for the EKG Kettle.

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Search Carousel when searching BOOM! By Cindy Joseph.

GOOGLE PERFORMANCE MAX TIP

Performance Max is the best option to use when: You want to

maximize the performance of your campaign, and you aren’t
limited by which channel your ads appear on.

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3 Display Strategy & Assets

Focusing on Gmail, Discover, and Display.

An example of a Display Ad on YouTube.

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Display Assets that Get Clicked!

• Types of Images
» Lifestyle
» Product Focus
» Results

A list of image recommendations from Google.

Display Asset - Lifestyle

This is showing the product in use (hair color) without actually showing the product.

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Display Asset - Product/Results

This image shows the high-quality image of the product and then the result.

This image shows the high-quality image of the products used to get the look and then the result of the products.

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This image just shows the product alone. Make sure you use high-quality images of these products.

Display Asset - Product

High-quality image of the Boom Stick Trio.

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Display Asset - Product (Cont.)

PMax will give you a list of how the asset is performing (Low, Good, Best).

A list of headlines and how they are performing (Best, Low, Good).

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4 Video Strategy & Assets

These assets are focused on YouTube.

Videos Built for YouTube

• YouTube Best Practices
• 1:30 to 3:00 is ideal for conversions
• Story > production value
• Has to do all the heavy lifting
» Grab attention
» Overcome objections
» Drive the click
• Proper Hook
• Clear benefits
• Convincing product demos
• Social proof & objection busting
• Call-to-action

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Reporting, Insights, & Optimization
• Where to Focus
» Assets
» Listing groups/Products
» Budgets
» Bids
» Campaign structure

A list of Asset Performances from PMax.

Bids

Metrics from BOOM!’s YouTube campaigns.

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Listing Groups/Products

A list of the metrics from BOOM!’s PMax Campaign.

Budgets

PMax gives a recommendation on how much you should set for your budgets based on it’s AI.

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5 Case Study: Health & Wellness Company

Performance history of PMax campaign for the Health & Wellness Company.

How We Did It
• 5 campaigns (initially)
• Segmented by Audience Signals (custom intent & in-market, custom affinity and affinity,
remarketing)
• Tested maximize conversion value at target ROAS and maximize conversions at target CPA
• Initially more search focus with eventual growth on Shopping and YouTube…

GOOGLE PERFORMANCE MAX TIP

Performance Max is the best option to use when: You want to

easily access all of Google’s advertising channels using a single
campaign.

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6 Executing Your Blueprint

Assemble Your Assets

• Product Feed
• Text
• Video
• Display

Determine Your Priorities

• Ease of management vs. control
• Just 2 campaigns:
» Shopping/Efficiency
» Beyond Shopping/Growth

Start Building & Testing

• Build your two campaigns
• Start with a comfortable budget
• Launch & observe during the 2-week learning period.

Optimize and Refine

• Drop “low” assets and add in new for testing.
• Adjust budgets
• Adjust bids
• Look for top audiences
• Launch more campaigns

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CHECKLIST

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Google help article

Checklist
Performance Max is only as good as the assets you provide. Want great performance? Provide
strong assets.

Performance Max is unique. It’s 7 channels in one campaign. While you have a chance to get
traffic from YouTube, Search, Shopping, the Google Display Network and more, your budget
is not split evenly between those channels. PMAX will lean into whatever channels are driving
conversions and meeting campaign objectives.

If your videos are weak, PMAX likely won’t find much success on YouTube.

If your image assets are low quality, then top-of-funnel display and discovery will be limited.

If your product feed needs work, then Shopping traffic might suffer.

Here’s a quick list of what you need to get the most from your PMAX campaigns.

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G E T YO U R P RO D U CT F E E D I N O R D E R

If your current shopping campaigns are in good shape, then likely so is your product feed. If
your product feed is optimized, then you’ll likely have a strong foundation for PMAX success. If
your feed could use a little work, or if you don’t have a shopping feed here are the basic for a
well optimized feed.

Feed Best Practices

☐ Titles - 150 characters, front load keywords and important terms. List important info
that buyers use to make designs including color, size, compatibility or whatever is most
important to shoppers for that product.
☐ Images with white background. You can send primary and secondary images for each
product. For your primary image you’ll want to submit a close up of your product on
a white background. That’s what Google wants and that’s what shows up best as a
thumbnail in shopping results.
☐ Accurate category - choosing the most appropriate category to your product. This helps
Google know what your product is and when to show it. Here’s Google’s taxonomy for
reference.
☐ Product type - this is a spot to reinforce what your product is. So highlighting top keywords
is ideal.
☐ Description - This only shows up when your product is listed on the shopping tab, but it’s
still important to make your description accurate and keyword rich.

Feed Options

☐ App - Shopify’s Google Channel App.

☐ Manual - Use this template if you have a small SKU count and don’t mind manually updating
when price or availability changes.
☐ Feed tools
☐ Datafeedwatch - low cost SaaS option that provides some nice customization options.
☐ Feedonomics - this is a tool and a service and is priced accordingly.

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C H O O S E YO U R C O N V E RS I O N ACT I O N S

☐ Google ads purchase conversion action. Here’s a quick guide on how to set up conversion
actions in Shopify.
☐ NOT Google analytics - you can import conversions from Google Analytics for comparison
purposes, but smart bidding does not work as well with Google analytics conversions as it
does Google ads Conversions.

A S S E M B L E I M A G E S T H AT T E L L YO U R P R O D U C T S T O RY

Images

☐ Types
☐ Product only - your product is the hero here. Just your product and a plain
background or maybe your product in the environment it’s made for - your product
on the kitchen table for example.
☐ Product demo - We want to see your product in action. Think the SUV on a
mountain trail or the lawn mower on a picturesque lawn doing it’s thing.
☐ Product lifestyle - We want to see your product in the lifestyle it was intended for.
Ideally in the lifestyle that your ideal shoppers aspire to. Selling outdoor furniture?
Show the furniture at a party in an outdoor setting that resonates with your ideal
shopper.
☐ Sizes: see screenshot above
☐ Quantity: Min 1, Max 15

ASS E M B L E YO U T U B E O P T I M I Z E D V I D EO S

Video ads on YouTube are a different beast. If you have videos that convert on Facebook and
instagram that might be a good starting point. Likely you’ll need to edit or rework your videos
for maximum impact on YouTube. Video ads in your performance max campaigns can appear
on YouTube.com, the YouTube mobile app and across the video partner network and google
display network.

Here’s a link to our top YouTube ads Template & Examples Guide.

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Videos

• YouTube best practices

» Min :45
» Max 3:00 - it can be longer, but usually your CPMs increase to the point that ads
below 3 min work better.
• 5 element of winning YouTube ads
» Hook
» Product demo
» Social proof
» Offer
» Call to action
• Min: 1 Max: 5 (technically you don’t have to submit a video, but if you don’t Google will auto-
generate one for you. And it will be terrible)

Text

For search think keywords rich, clear product differentiation, compelling call to action. For
display ad text thin attention grabbing, clear unique selling proposition an compelling offer.
☐ Headlines
☐ Short: 30 characters
☐ Long: 90 characters
☐ Descriptions
☐ Short: 60 characters
☐ Long: 90 characters

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Ad Extensions

Ideally you want to create at least 3-4 options here. This creates more reasons for someone to
click your ad, it takes up more real estate on the page and Google likes ads with extensions so
will be more likely to show your ads if you have optimized extensions.

☐ Sitelinks: Sitlinks provide direct links to additional pages on your site so that shoppers can
quickly visit the exact page where they plan to learn or buy.
☐ Call-out: This is a chance to show additional highlights of yoru product or business that
would make someone more likely to click. Here you can highlight things like “free delivery”,
“Wide selection” “24/7 customer support”, etc.
☐ Promotion extensions: Promotion extensions show below your ad and allow you to
highlight a current promotion. These are ideal for things like “Back-to-school” or “Mother’s
Day” or really any promotion you might want to highlight to new shoppers.
☐ Prices: A price extension gives you more space to highlight the range of your products and
services, along with their price.
☐ Structured Snippets: A structured snippet extension gives you more space to highlight the
nature and range of your products and services. You can call out things here like styles,
brands, types, services, etc.

Audience Signals

Training the algo. Giving the algo the best chance to succeed.
Build your ToF Audience (signals)

Custom Intent

Build at least one of these options:

☐ Top converting search terms - grab 20-50 (or more) of your converting keywords and drop
them into a custom segment in the audience library.
☐ Competitor - grab 20-50 keywords of your top competitor including things like: “competitor
x”, “competitor y”, “competitor x vs. competitor y”, “competitor x reviews”, etc.

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Build Your Remarketing Audience (Signals) - Add Both

☐ All converters - this can be built using Google analytics or Google ads. We want a list of all
buyers from the last 30, 60 or even 180 days. The goal here is to give Google a clear picture
of who your ideal buyers are so they can find new buyers.
☐ Customer match list - this is the process of uploading an email list of all buyers in the last
60,90 or 180 days from all channels. This will complement and possibly augment your all
converters lists.

Choose your bid type

Choose 1 of four options: Maximize conversions, Maximize conversions with a target CPA,
Maximize conversion value, Maximize conversion value with a target ROAS.
☐ Max conversions - great if your goal is to drive new customers and focus on customer
acquisition cost and LTV. If CPA or CAC is your primary metric, then maximize conversions
is likely the bid type for you.
☐ Max conversion value - great if your primary metric is ROAS and if you have specific return
on ad spend goals that trump your cost per new customer acquisition.
☐ Start without a Target CPA or a Target ROAS. You can add these later after your
campaigns get 30 or more purchase conversions.

E X T R A S E T T I N G S - I N F L U E N C E Y O U R C A M PA I G N ’ S B E H AV I O R

URL Expansion - Choose One Option

☐ Yes - if you do, then Google could send traffic to any page on your site. If this is on, exclude
pages like some blog posts that don’t convert well.
☐ No - use this is you want all campaign traffic (other than shopping clicks or clicks from
your feed) to go to one page. This does give more control, but could limit growth.

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New Customer Acquisition (NCA) - optional

☐ Bid increase - This allows you to tell Google that a new customer is worth $50 (or any
amount). When a shopper that Google believes is new converts Google will add $50 (or
whatever amount you specify) to the actual purchase amount. This helps the Google
algorithm bid more aggressively for new shoppers. But it does impact your
☐ NCA only - this option forces Google to show ads and attract new shoppers only. Typically
we’ve seen better results when this is left off initially until a campaign gets 30-50
conversions and then turn on the NCA only option

GOOGLE PERFORMANCE MAX TIP

Performance Max is the best option to use when: You want to get
additional reach and conversion value beyond keyword-based
Search campaigns.

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