Google Ads Performance Max Listing Group Strategy

In this blog post, we'll explore a smart strategy for organizing listing groups in Google Ads Performance Max campaigns. This approach helps our clients reach their target audience effectively while keeping everything simple and automated.

Why a Specific Strategy is Important

When managing Performance Max campaigns, the structure can become quite large. For instance, one of our clients has several campaigns, each with many asset groups. Each asset group requires unique ads, videos, and images. We can't just advertise everything in each asset group to ensure we're promoting the right products. Instead, we need a clear strategy.

Our Two-Step Approach

We use a two-step approach to organize our asset groups effectively:

1. Primary Level: Product Type
   • This is where we categorize products like mattresses, headboards, and bed sets.
2. Secondary Level: Size Variant
   • This is important because users often search for specific sizes. For example, we found that "single mattresses" had a high search volume, so we wanted to create asset groups that reflected this.

By segmenting our products this way, we ensure our ads are relevant and targeted.

Benefits of This Strategy

Instead of using item IDs, which can get messy with many products, our method allows for automation. Here's how it works:

• When new products are added to the website, as long as they are categorized correctly in Shopify, they will automatically be assigned to the right asset group in Google Ads. This minimizes manual work and reduces the risk of mistakes.

Step-by-Step Guide

Step 1: Set Up in Shopify

1. Product Organization:
   • In Shopify, you'll see an option for product organization on the right side when you select a product. This is where you define the product type. Setting this correctly is important because it automatically pulls into Google Merchant Center.

Step 2: Use Custom Labels in Google Merchant Center

1. Creating Custom Labels:
   • In Google Merchant Center, go to your feed and use custom labels for size variants. For example, if you have a "4 foot 6 double mattress product," you would set this in Custom Label 1.

1. Setting Up Asset Groups:
   • When you create or edit your asset groups in Google Ads, first select your product type. For example, choose "mattresses" as the primary level.
   • Next, set your secondary subdivision using the custom label for size, such as "4 foot 6 double." This way, you're only advertising the specific products that are relevant.
2. Excluding Unwanted Products:
   • Make sure to exclude any unwanted products from your asset group to keep your advertising focused and effective.

Conclusion

This two-step approach to organizing your listing groups can automate much of the process and avoid common pitfalls in campaign management. As your client adds new products, they will automatically fit into the correct asset groups, saving you time and effort.

If you have questions about setting up your Google Ads or want to improve your current campaigns, feel free to reach out! You can also book a call through the link  for a more personalized consultation.

‍