As an agency, we’ve managed both Performance Max and Standard Shopping campaigns across Europe, handling over $73 million in ad spend in the last year alone. I have a clear opinion on which one I prefer, but this article isn’t about my preference. It’s about giving you an honest, in-the-trenches comparison so you can make

You’ve probably heard the argument that Performance Max needs your brand terms to learn about your audience and that removing them will kill performance. I’m going to show you why that’s a myth and explain the actual reason some accounts benefit from including brand terms. Here’s the thing: whether you should split your brand searches

Most of you have seen some version of the bestseller campaign structure. The idea sounds perfectly logical: take your product catalog and split it into five campaigns based on performance. You have your main “catch-all” campaign, a “bestsellers” campaign for your winners, an “unprofitable” campaign for cash-burners, a “zombie” campaign for products with no impressions,

A lot of Google Shopping or Performance Max campaign structures are unnecessary or outright hurt your performance. I see it all the time: an account is either running one campaign when it should have three, or it’s running ten campaigns when it only needs two. The entire reason to segment Shopping campaigns is simple: to

I’ve switched countless Performance Max campaigns to Standard Shopping and seen performance improve. The process is fairly simple, but there are a few mistakes I see happen all the time, especially if you’re not used to making the switch. Get it wrong, and you can kill your ROAS overnight. Get it right, and you unlock

If managing product variants feels like a game of whack-a-mole, you’re not alone. Sizes, colors, materials, configurations… it all gets messy, fast. You’re probably asking yourself if you should just reduce the number of variants you send to your Google Shopping feed to simplify things. On the surface, it’s a definite yes. It cleans up

If you’re staring at 50 different attributes in your Google Shopping feed and you feel completely overwhelmed, you’re looking at the problem all wrong. For the last 10 years, I’ve lived inside these feeds. It’s one of my favorite parts of managing Google Ads, but I also don’t have unlimited time. The key isn’t to

Have you ever wondered why you can decrease your ROAS targets and see revenue increase while maintaining ROAS in the first few weeks? I’ll dig into this today. A fallback campaign is a Standard Shopping campaign with a low-priority setting. It’s intended to be a catch-all campaign for your other Shopping (incl. P-Max) campaigns if