--- title: 'PMAX Strategy: 90-Day Conversion to Search/Shopping' type: article created: '2026-03-25' updated: '2026-03-25' source_docs: - raw/2026-03-25-weekly-call-w-gilbert-132751713.md tags: - google-ads - pmax - shopping - search - strategy layer: 2 client_source: null industry_context: null transferable: true --- # PMAX Strategy: 90-Day Conversion to Search/Shopping ## Overview Performance Max (PMAX) campaigns are best used as a **learning tool**, not a permanent campaign structure. The core principle: run PMAX for approximately 90 days to gather broad performance data across Google's inventory, then migrate to more targeted Search and/or Shopping campaigns using what was learned. This approach avoids the long-term inefficiency of PMAX — which "spends a bunch of money trying things" — while still benefiting from its cross-channel discovery capability early in a product's advertising lifecycle. > "You use PMAX to figure out what works, and then you convert it to other types of campaigns." > — Mark Hope, 2026-03-25 weekly call --- ## The Strategy ### Phase 1: PMAX (~90 days) - Launch a PMAX campaign for a new product or product group - Connect the Google Merchant Center feed so Shopping inventory is included - Set a realistic target CPA based on expected performance (adjust as data comes in — see [[wiki/knowledge/google-ads/optimization-score-and-impression-throttling]]) - Add videos in the correct aspect ratios (landscape and vertical) to all PMAX asset groups — missing video is a common cause of low optimization scores - Monitor performance; do not over-optimize prematurely ### Phase 2: Migration to Search/Shopping - After ~90 days of data, identify which keywords, audiences, and product types are converting - Build dedicated Search campaigns for high-intent keyword clusters - Build Shopping campaigns for top-performing SKUs - Pause or reduce PMAX budget as the replacement campaigns ramp up --- ## Campaign Structure Principles ### Dedicated Product Campaigns Maintain separate PMAX (or Search/Shopping) campaigns for your highest-volume products. In the Doodle Farms account, these are: - Black Beans - Popcorn (Doodla and Old World) - Yellow Cornmeal Each has distinct CPA targets and budget needs. Bundling them obscures performance signals. ### Catch-All Campaign Any products not covered by a dedicated campaign should be captured in a **low-budget catch-all Shopping campaign**. This ensures full catalog coverage without diluting budget from priority products. - In the 2026-03-25 audit, **58 Doodle Farms products were completely unadvertised** — invisible in Google Shopping - A catch-all campaign with a modest daily budget addresses this gap - Think of it as a safety net: low bids, broad coverage, no wasted impressions on untargeted SKUs > "You don't want to let stuff slip through. It's kind of like the old gold banner." > — Mark Hope, 2026-03-25 weekly call --- ## PMAX Asset Requirements Low optimization scores on PMAX campaigns are frequently caused by missing assets. Required assets for a healthy PMAX campaign: | Asset Type | Notes | |---|---| | **Videos** | Must include correct aspect ratios (landscape 16:9 and vertical 9:16). Build in Canva or use Google's in-platform video builder as a starting point. | | **Images** | Lifestyle images preferred; ensure correct dimensions for each placement type | | **Headlines & Descriptions** | Multiple variations required | | **Logo** | Must meet dimension requirements (2:1 ratio recommended for horizontal logo slot) | | **Site Links** | Set at account level to cover all campaigns efficiently | | **Call-outs & Snippets** | Free real estate — always add these; missing them wastes ad space | See also: [[wiki/knowledge/google-ads/ad-extensions-best-practices]] --- ## Bid Strategy by Campaign Type | Campaign Type | Recommended Bid Strategy | |---|---| | Brand Search | Target Impression Share (95% absolute top) — never leave brand searches on the table | | PMAX (learning phase) | Target CPA set to realistic observed CPA, not aspirational | | PMAX (mature) | Migrate to Search/Shopping with Maximize Conversions | | Catch-All Shopping | Maximize Clicks with a low budget cap | | Old World Search (new) | Start with Maximize Clicks; switch to Maximize Conversions after sufficient conversion data | **Key finding from 2026-03-25 audit:** The Doodle Farms Black Beans PMAX had a target CPA of $17 but the actual observed CPA was ~$30. Underbidding relative to reality causes the algorithm to under-serve the campaign. The target was raised to $30 to align with actual performance. --- ## Optimization Score & Impression Throttling Google throttles impressions for campaigns with an **Optimization Score below 80%**. During the 2026-03-25 audit, the Doodle Farms account was at 60% — a significant risk to delivery. Common fixes that raise score without increasing budget: - Add missing videos to PMAX asset groups - Add site links, call-outs, and structured snippets (set at account level for efficiency) - Fix broken conversion tracking (uncounted conversions suppress smart bidding) - Align target CPA with observed CPA Target: **above 80%** as a floor; **above 90%** as a goal. Getting from 90% to 100% typically requires budget increases, which may not be warranted. --- ## Conversion Tracking Is a Prerequisite PMAX and smart bidding strategies are only as good as the conversion data they receive. A broken tracking setup will cause the algorithm to optimize toward nothing. **Example from 2026-03-25 audit (Doodle Farms Display Remarketing):** - Campaign was spending ~$300/month with 0 reported conversions - Audit revealed 574 conversions were occurring but not being counted due to a tracking misconfiguration - The campaign was rebuilt to target cart abandoners with all-product messaging (replacing a beans-only focus) Always verify: - Conversion actions are set as **Primary** (not Secondary) where appropriate - Tags are firing correctly on thank-you/confirmation pages - No duplicate or conflicting conversion actions See also: [[wiki/clients/aviaries/_index]] for a parallel case of broken conversion tracking causing zero reported conversions on a $33/day spend. --- ## Related Decisions & Action Items (2026-03-25) - **Gilbert:** Launch new PMAX campaign for Old World products (connect Merchant Center feed) - **Gilbert:** Create catch-all Google Shopping campaign for the 58 untargeted Doodle Farms products - **Gilbert & Karly:** Create/upload PMAX videos in correct aspect ratios for all low-score campaigns - **Ongoing:** Monitor existing Doodle Farms PMAX campaigns (Black Beans, Popcorn, Cornmeal) for migration readiness to Search/Shopping --- ## Related Articles - [[wiki/clients/doodle-farms/_index]] - [[wiki/knowledge/google-ads/ad-extensions-best-practices]] - [[wiki/knowledge/google-ads/optimization-score-and-impression-throttling]] - [[wiki/knowledge/google-ads/conversion-tracking-setup]] - [[wiki/meetings/2026-03-25-weekly-call-gilbert-doodle-farms-google-ads-review]]