Essential for Performance Max Campaigns

GA4 is mandatory for Performance Max campaigns as it provides conversion tracking and audience data. It enables smart bidding by feeding conversion data back to Google Ads. Ensure enhanced measurement is enabled for comprehensive tracking.

Centralized Tag Management for PMax

GTM simplifies implementation of GA4, conversion tracking, and remarketing tags needed for Performance Max. It allows quick updates without coding and ensures consistent tracking across all channels that PMax utilizes.

Local Inventory Integration

For businesses with physical locations, GBP enhances local visibility in Performance Max campaigns. It provides store visit conversions and allows inclusion of local inventory ads in your PMax strategy.

Required for E-commerce PMax

Mandatory for retail Performance Max campaigns to showcase products across Google's network. Ensures your product feed is properly structured for optimal PMax performance across Shopping, Display, and other surfaces.

SEO Insights for PMax

Provides valuable organic search data that can inform your Performance Max strategy. Identifies high-performing queries that can be incorporated into your asset groups and helps diagnose technical issues affecting campaign performance.

Optimized Product Data for PMax

A well-optimized shopping feed is crucial for Performance Max success. Ensure product titles, descriptions, images, and attributes are optimized to maximize visibility across all Google surfaces where PMax can show your products.

High-Intent Audience for PMax

Cart abandoners represent your highest-intent audience. Implementing this allows Performance Max to specifically target these users across Google's network, significantly improving conversion rates and ROAS.

High-Intent Audience for PMax

Cart abandoners represent your highest-intent audience. Implementing this allows Performance Max to specifically target these users across Google's network, significantly improving conversion rates and ROAS.

Track What Matters Most

Conversion tracking allows Google Ads to measure valuable actions like purchases or form submissions. Setting this up is critical for optimizing campaigns, enabling Smart Bidding, and understanding your true return on ad spend (ROAS).

Video Assets for PMax

YouTube integration allows Performance Max to utilize your video assets across YouTube placements. It also enables creation of video-based remarketing audiences and provides additional touchpoints in the customer journey.

Build Trust Through Social Proof

Loox enables you to showcase photo reviews directly on your Shopify store. These visual testimonials help establish credibility, boost conversions, and encourage new customers to complete their purchases.

Centralized Conversion Tracking

GTM simplifies the implementation and management of all conversion tracking tags. It allows for flexible event tracking without constant code changes, making it easier to track custom conversions across your Performance Max campaigns.

Primary Conversion Source

GA4 is essential for tracking user journeys and conversions across devices. Its integration with Google Ads allows for smart bidding in Performance Max campaigns by providing detailed conversion data and audience insights.

Lead Generation Tracking

Crucial for service businesses and lead generation campaigns. Tracking form submissions helps Performance Max optimize for high-quality leads. Ensure thank-you page tracking or form interaction events are properly configured.

E-commerce Conversion Tracking

The most important conversion for e-commerce businesses. Purchase tracking enables Performance Max to optimize for revenue and ROAS. Implement enhanced e-commerce tracking to capture product details, values, and transaction IDs.

Click-to-Call Tracking

Important for businesses that receive leads via phone calls. Tracks when users click phone numbers on your website. Use dynamic number insertion for better attribution in your Performance Max campaigns.

Direct Call Tracking

Tracks calls made directly from your ads. While not part of Performance Max directly, call conversion data can be imported to inform your bidding strategy. Particularly valuable for local service businesses.

Headline Optimization Strategy

Use all 30 available characters for each headline to maximize information and relevance. Include primary keywords, value propositions, and different messaging angles. Create 3-5 unique headlines per ad group.

Description Best Practices

Utilize all 90 available characters in descriptions to expand on your offer. Include secondary benefits, unique selling points, and reinforce your call-to-action. Create 2-3 unique descriptions per ad group.

Improving Ad Strength

Google's Ad Strength rating evaluates relevance and diversity of your ad copy. Aim for "Good" or "Excellent" by including multiple headlines (3-5) and descriptions (2-3) that cover different aspects of your offering.

Effective CTAs

Include clear, action-oriented language that tells users what to do next ("Buy Now", "Get Quote", "Sign Up Today"). Use Google's built-in CTA options when available and ensure your CTA aligns with the landing page.

Visual Content Requirements

Provide at least 5-10 high-quality images (1200x1200px recommended) showcasing your products/services from different angles. Include lifestyle images showing products in use. For Performance Max, Google recommends at least 3 landscape (1200x628) and 3 square (1200x1200) images.

Video Asset Specifications

Include at least 1-3 videos (15-30 seconds recommended) demonstrating your product/service. For Performance Max, upload videos directly to Google Ads (MP4 format, 1280x720 resolution minimum). Videos should quickly communicate value proposition and include captions.

Brand Identity Requirements

Upload your official business logo (1200x1200px transparent PNG recommended). Ensure business name matches exactly across all platforms (Google Ads, website, GBP). Consistent branding increases recognition and trust with potential customers.

Phone Number Optimization

Add your business phone number as a call extension (use the same number as your GBP if local business). Enable call reporting to track conversions. For service businesses, this can be a primary conversion point.

Location Extension Setup

Ensure your Google Business Profile is linked to Google Ads to automatically pull location data. Verify all business locations are accurate and up-to-date. Critical for local businesses to show proximity to potential customers.

Price Transparency

For eCommerce products, ensure prices are clearly displayed in your product feed and match your website pricing. Include currency symbols and any relevant pricing information (sales, discounts) to set proper customer expectations.

Sitelink Strategy

Create at least 4-6 sitelinks pointing to key pages (About Us, Contact, Popular Products, Special Offers). Use descriptive text (25 chars max) and ensure mobile-friendly landing pages. Sitelinks increase ad real estate and provide more conversion opportunities.

Callout Best Practices

Include at least 4-6 callouts highlighting unique selling points ("Free Shipping", "24/7 Support", "Price Match"). Keep text concise (25 chars max) and action-oriented. Rotate different callouts to test what resonates best with your audience.

Structured Snippet Optimization

Use structured snippets to highlight product categories, services, or features ("Brands: Nike, Adidas, Puma" or "Services: Installation, Repair, Maintenance"). Choose relevant headers and include 3-5 items per snippet to provide additional context.

Retargeting Strategy

Create audience lists of past visitors (30, 60, 90 day windows) and customers. Segment by behavior (product views, cart abandoners). Minimum 1,000 users per list for optimal Performance Max targeting.

Purchase Intent Targeting

Build audiences based on search queries and browsing behavior indicating purchase intent. Include competitor terms, product categories, and solution-based keywords. Provide 5-15 relevant keywords/phrases per audience.

First-Party Data Utilization

Upload customer emails (hashed for privacy) to target existing customers with upsell/cross-sell offers or loyalty messaging. Segment by purchase history/value. Minimum 1,000 matched users recommended.

Lookalike Audience Expansion

Let Google find new users with similar characteristics to your best customers. Based on your first-party data. Best for prospecting. Start with 1-5% similarity range for balance of reach and relevance.

Product Feed as Audience Signal

For eCommerce, your product feed serves as a powerful audience signal. Ensure feed is optimized with complete data (GTINs, product categories, etc.) to help Google match your products to relevant search queries.

Title Optimization

Product titles should be clear, descriptive (include brand, model, key attributes) and under 150 characters. Follow this structure: Brand + Model + Key Feature (Color, Size, etc.). Include relevant keywords customers might search for.

Description Best Practices

Provide detailed descriptions (500-1000 chars) highlighting features, benefits, and specifications. Use bullet points for readability. Include relevant keywords naturally. Avoid duplicate content across products.

Shipping Information

Clearly display shipping costs, delivery times, and available methods. Free shipping thresholds should be prominent. Update Google Merchant Center with accurate shipping settings to prevent disapproval of products.

Return Policy Transparency

Clearly state return window (e.g., "30-day returns"), conditions, and process. Generous return policies can improve conversion rates. Include in product feeds when possible as it's a ranking factor for Google Shopping.

Bidding Optimization

For Performance Max, use "Maximize Conversions" or "Target ROAS" if you have sufficient conversion data (50+ conversions/month). Start with conservative targets and adjust based on performance.

Budget Allocation

Set daily budget based on target CPA/ROAS and expected conversion volume. For new campaigns, start with 3-5x your target CPA to allow for learning. Adjust based on performance after 2-4 weeks.

Audience Segmentation

In Performance Max, add audience signals (remarketing lists, customer match, custom intent) to guide Google's targeting. Use observation mode to analyze performance by audience segment.

Geographic Targeting

Target locations where your customers are located. For local businesses, focus on service areas. Exclude locations where you don't ship or operate. Use location bid adjustments if using manual bidding.

Dayparting Strategy

Analyze historical data to identify high-converting days/hours. For new campaigns, start with full schedule, then optimize based on performance. Use bid adjustments (+/- 10-30%) for time periods with consistently better/worse performance.

Call Extension Verification

Ensure call extensions are enabled with correct phone numbers and appropriate scheduling for when calls can be received. Verify call reporting is enabled to track conversions.

Image Asset Review

Check all images meet Google's requirements (1200x1200 or 1200x628px, under 1MB). Ensure images are high-quality, relevant, and include your value proposition. Remove any low-performing or outdated images.

Logo Verification

Ensure your logo is uploaded in correct formats (transparent PNG recommended) and displays properly across all ad formats. Verify it meets Google's size requirements (1200x1200px).

Headline Optimization

Review all headlines for clarity, relevance and keyword inclusion. Ensure you're using all available characters (30 max per headline). Test different messaging angles and value propositions.

Long Headline Review

Verify long headlines (90 characters max) are complete sentences that expand on your offer. They should work with regular headlines to tell a compelling story about your product/service.

Description Evaluation

Check descriptions (90 characters max) highlight key benefits and include clear CTAs. Ensure they complement rather than repeat headlines. Test different versions to improve performance.

Business Name Consistency

Confirm your business name appears exactly as it does on your website and GBP profile. Avoid adding unnecessary descriptors - use the simplest, most recognizable version of your name.

Sitelink Review

Ensure you have at least 4 sitelinks pointing to relevant, high-converting pages. Each should have clear, benefit-driven descriptions (25 chars max). Remove any underperforming sitelinks.

Call-to-Action Optimization

Every asset group should include clear, action-oriented CTAs ("Buy Now", "Get Quote", "Learn More"). Match CTA to conversion goal. Test different CTAs to determine which drives best results.

Custom Segment Analysis

Evaluate performance of existing custom intent/affinity audiences. Refresh audience lists that have been active for 90+ days. Add new segments based on recent conversion data and market trends.

Demographic Targeting Review

Analyze which age groups, genders, and household incomes are converting best. Adjust bid adjustments accordingly (+/- 10-30%). Review interest categories to ensure they align with your ideal customer profile.

Customer Data Refresh

Upload new customer emails (hashed for privacy) to expand your customer match audiences. Update remarketing lists with recent converters. Create new segments based on purchase value or product category.

Ad Preview and Quality Check

Use Google's ad preview tool to see how your ads appear across devices. Check Ad Strength rating (aim for "Good" or "Excellent"). Review for any disapproved elements and fix immediately.

Listing Group Performance

Analyze ROAS by product category, brand, or other listing groups. Pause underperforming groups (ROAS below target) or adjust bids. Allocate more budget to high-performing groups.

Product-Level ROAS Analysis

Identify top and bottom performing products. Exclude products with ROAS significantly below target. For high-value products with good ROAS, consider creating separate asset groups to highlight them.

Location Targeting Verification

Confirm your targeted locations match your service/shipping areas. Exclude locations where you don't operate. For local businesses, ensure location extensions are properly linked to your GBP profile.

Bid Strategy Optimization

Evaluate current bidding performance. If using tROAS, adjust targets incrementally (10-20% changes). For new campaigns, consider starting with Maximize Conversions before switching to tROAS after gathering sufficient data.

Merchant Center Health Check

Review the Diagnostics tab for any product disapprovals or warnings. Check feed processing status and fix any errors immediately. Verify your primary feed is up-to-date with current inventory and pricing.