How to Create Feed Only Performance Max Campaigns in Google Ads (Step-by-Step Guide)
Performance Max campaigns have changed the way advertisers use Google’s network, enabling more automated campaign management and ad placements across various Google platforms. But what if you don’t want to run full-blown, asset-heavy campaigns and just want to focus on your product feeds? A feed only Performance Max campaign can be a powerful way to leverage Google’s machine learning while still keeping things simple.
However, since this is something of a loophole in Google Ads, it can be finicky to set up. Prefer video? Check out our video ‘How to Set Up Feed Only Performance Max Campaigns‘ on YouTube:
Still with us? Good. Let’s dive into how to set up a feed only Performance Max campaign step by step.
What is a Feed Only Performance Max Campaign?
A feed only Performance Max campaign is exactly what it sounds like — it allows you to leverage your product feeds exclusively, without any additional asset groups or assets like images, headlines, or videos. Google Ads then uses your product feed data to serve relevant ads to users, meaning that your products become the central focus of your Performance Max campaign.
This can be an excellent option if you want to keep things straightforward and let Google Ads’ machine learning do most of the heavy lifting (or if you don’t have the creative assets on hand for a full-fledged Performance Max campaign). But since it’s a bit of a workaround, there are some nuances you’ll need to navigate. Let’s jump into it.
How to Set Up a Feed Only Performance Max Campaign
1. Create a New Asset Group
To start, log in to your Google Ads account and create a new Performance Max campaign. From there, you’ll want to create a new asset group:
This is where things get interesting.
Skip Everything: Once you’re in the asset group creation screen, you’ll see options to add headlines, descriptions, images, videos, and other assets. The trick here is to skip all of that. You don’t need to upload any of these assets for a feed only Performance Max campaign.
Set Up Your Product Feed: Inside the listing group in your Google Ads account, ensure that your product feed is connected and that your products are set up correctly for optimal performance.
In this example, we’re selecting All Products for simplicity. You can choose specific products or product groups if you would like more granular control of your feed only Performance Max campaigns.
Save and Name the New Asset Group: After setting up the product feed, go ahead and save your asset group. A pro tip here is to name your asset groups something memorable, like “Feed Only Test,” so you can easily identify them later. This is especially useful when managing multiple Performance Max campaigns in one Google Ads account.
Audience Signals: If you’d like to add audience signals you can, but it’s not a requirement.
Then click ‘Save.’ You should see something like this:
You’ll notice there are no assets in your feed only asset groups. This means your Google Ads PMax campaign is set up to run only feed only.
2. Double-Check Everything
Before moving forward, make sure that:
Your product feed is properly connected to your Google Ads account.
The listing group reflects the products you want to promote via your feed only PMax campaign.
There are no additional assets — meaning no headlines, descriptions, images, or videos.
At this point, your PMax campaign is set up to run using only the product feed. However, don’t be surprised if everything doesn’t work perfectly right away — there are a couple of common issues that can arise.
What If It Doesn’t Work?
Sometimes, even though you followed the right steps, you might encounter an error that prevents your feed only Performance Max campaigns from running correctly. Don’t worry — it happens all the time. Here’s how to fix it:
1. Duplicate an Existing Asset Group
If your feed only asset group isn’t working, you can try a workaround by duplicating an existing asset group. Here’s how:
Go to an Existing Asset Group: Find one asset group that is already running.
Click on the Three Dots (Settings): In the settings of that asset group, you’ll see an option to duplicate it. Click it, and a new version of that asset group will be created.
2. Remove All Non-Feed Assets
After duplicating the asset group, you’ll need to remove all non-feed creative assets from your feed only Performance Max campaigns manually:
Delete Headlines, Descriptions, and Final URLs: These assets are typically required for standard Performance Max campaigns, but not for feed only campaigns. You’ll need to go in and remove all the headlines and descriptions. Also, you don’t need to provide a final URL — Google will automatically use the product pages from your feed.
Remove Images and Videos: Google Ads may have automatically pulled in some images or videos when duplicating the asset group. Delete these as well, as they aren’t needed for feed only Performance Max campaigns.
3. Verify Everything is Set to Feed Only
Once you’ve deleted all unnecessary assets, double-check the following:
No Images, Videos, or Headlines: Ensure there’s nothing but your product feed in the asset group.
Listing Group is Properly Set: Confirm that your product feed is correctly connected and that the products you want to promote are selected.
After verifying everything, hit Save.
Why Use Feed Only Campaigns?
You might be wondering why you’d go through all this effort to create feed only asset groups in Google Ads. After all, the Performance Max campaign type was designed to utilize multiple assets to help Google’s machine learning serve ads across different networks.
But here’s why feed only Performance Max campaigns can be effective:
1. Focus on eCommerce
Feed only Performance Max campaigns are ideal for eCommerce businesses that want to focus on driving product sales (without worrying about crafting additional creative). Google uses the product information in your feed to serve Shopping ads, and this setup allows you to get ads in front of potential customers without creating a full asset portfolio.
2. Simplified Campaign Management
Not everyone has the time (or the resources) to create multiple headlines, descriptions, and videos for a full Performance Max campaign. A feed only campaign allows you to focus solely on your product listings, streamlining the process while still taking advantage of Google’s automation. Plus, there’s no need to sacrifice campaign performance — win-win.
3. Perfect for Testing
Feed only Performance Max campaigns are also great for testing the effectiveness of Google’s automation without committing to creating assets for every campaign. By running a feed only Performance Max campaign in Google Ads, you can see how well your products perform based purely on the feed information before investing time in developing additional creatives.
Final Thoughts
Setting up a feed only Performance Max campaign may feel a little like navigating a loophole, but it’s a powerful tool for advertisers looking to simplify their campaign management while still driving results. By focusing on the product feed and removing all unnecessary assets, you can let Google’s machine learning drive relevant traffic to your product pages with minimal effort.
Whether you’re testing the waters with Performance Max or looking to run lean campaigns without the need for additional creative assets, this guide should help get you up and running. And remember, the key to success with feed only Performance Max campaigns is in the details of your product feed — so make sure it’s fully optimized and ready to go!
Want to get started with Feed Only Performance Max campaigns? Get in touch with us to learn more about how we can get you the results you want.
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