Google Ads Campaigns - Pmax and Product Pmax - What You Need to Know

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Currently, it is one of the most popular and recommended formats in the Google Ads advertising system. It can be used to advertise websites (e.g. services) and e-shops. It is a highly flexible format based on artificial intelligence (AI). The Google algorithm interprets user signals and selects the most effective way to reach the user. As part of the Pmax advertisement, you can use graphic, text, video and product resources. In the case of advertising products, you should import a product feed from Google Merchant Center with an available list of products from the store.

This format is recommended for specific goals, e.g. online store sales. It adapts in such a way as to maximize effectiveness, using all possible channels to reach the customer. Thanks to this solution, most of the available formats will be launched within a single campaign - this is a convenient solution, but not ideal. A campaign of this type should be treated as a supplement to ads in the search and graphic networks, etc. - you can learn about how Google Ads ads work at this link.

Google Ads Pmax - where is the campaign displayed?
Ads of this type can appear in the Google ecosystem on channels such as:

YouTube
on Google Maps
Gmail
Google Search
Advertising network
Discover
YouTube
Depending on the ad components provided, the created file group will be displayed in the given Google ad channel. For example, if a video file is provided to the file group, the ad in this form can be displayed on the YouTube platform, which has been owned by Google since 2006.

YouTube

Google Maps
Thanks to the integration of the Google My Business profile with the Google Ads account - the company's location within the Pmax format can be displayed in Google maps. This is a very good solution for local ads that limit their reach to the nearest area of ​​the company or city. In addition to the graphical representation of the location in maps, the company's address can appear in the form of text under the text ad.

Google Maps
Google Maps
Gmail
Pmax format ads with appropriately used components can also be displayed in Gmail. Then the user will receive a sponsored email message that acts as an ad. The recipient of the ad, after reading the message, can learn about a promotional campaign or go to a landing page.

Gmail
Google Search
Pmax ads also appear in the Google search engine. They differ from standard text ads in that they do not set keywords on which the ad is to be displayed. The ads are displayed based on the content on the page and their correlation with the user's search query. Text ads in the Dynamic Search Ads (DSA) format work in a similar way .

Google Search
Google Search
Advertising network
By targeting the Google Display Network, you can reach the right users you want to target with your ads. The Display Network brings together over 2 million publishers (partners) and allows you to reach over 90% of the world's Internet users. Ads in this channel are presented in a graphical form.

Advertising network
On Discover cards
The ads are displayed in Google Search. Discovery cards are one of the elements of the search engine where you can display ads. This helps you reach a wide audience of users who can be inspired to buy after viewing the ad. It contains components such as an image, headlines, and description, which makes it visible and stands out in Google Search.

Discovery Cards
Google Ads Pmax - what is product Pmax?
This is a type of Pmax ad targeting, in such a way as to display only products from a given online store. This method of ad targeting allows for better control of product displays, as it is appropriately narrowed. However, displaying products tunisia telemarketing data together with other components can cause too broad ad targeting and displaying different components, which will not ultimately generate the appropriate number of sales. In this way, the advertising budget can be burned quite quickly and easily.

Therefore, in the case of e-commerce ads, it is a good practice to set up a Pmax campaign targeting only products (of course, you should test different variants and see which one works best)

This function cannot be used directly – for example, by setting it in campaign options. To do this, you need to create Pmax campaigns in a standard way (it is necessary to add the product feed targeting option in the settings).

Merchant Center
Then, when filling in the components in the file group, we leave all fields empty - we do not fill in headers, long headers, descriptions and other data (this method does not always work and depends on the account, if this method does not work, you should add a campaign via Google Ads Editor).

Google Ads - Editor
Thanks to this, the Pmax ad will be directed exclusively to products and displayed in Google advertising channels. In this way, we are sure that a given Pmax campaign displays ads only with products - stopping displays in the Google search engine (text ads) or in the advertising network (graphic creations).

Google Ads Pmax Campaigns – What to Look for in the Settings?
Regardless of the Pmax ad display option you choose, it is worth taking care of the appropriate settings so that the ads are displayed as effectively as possible. To do this, it is worth making appropriate changes to the account and campaign settings that will help increase the quality of Pmax ad displays.

1. Advertising schedule
First of all, it is worth setting a schedule for the ads to be broadcast. It is a good practice to set Pmax ads to be displayed between the hours of, for example, 6:00 and 23:00 – of course, a lot depends on the industry and the target audience, but in the case of e-commerce ads, you should avoid displaying ads at night.

Advertisement Schedule
2. Destination Exclusions
Right from the start, you should exclude Pmax ads from being displayed on mobile apps. To do this, go to Tools and select Content Matching and then exclude all possible apps, both for iOS and Android devices. There should be 140 apps to exclude. Note – if the purpose of your advertising activities is to display ads on mobile apps, then you should not exclude them.

Destination exclusions
3. Content matching
Content matching settings are located in the same tab as app exclusions. In the available options, it is recommended to exclude:

controversial content
content subject matter
excluded keywords in the content – ​​enter keywords for which the ad should not be displayed
excluded destinations (mentioned applications) – in this option you can also enter the addresses of websites on which ads should not appear.