Google Performance Max vs. Standard Shopping – Which is Best for 2024?

If you’re running an e-commerce business and aiming to boost sales or improve your ROAS (Return on Ad Spend), deciding between Google Shopping and Performance Max campaigns is crucial. This guide breaks down the differences, pros, and cons of each campaign, helping you decide what fits your business in 2024.

Check Your Product Search Volume

• Before choosing a campaign, assess whether there’s enough search volume for your products. Use Google’s Keyword Planner to identify if people are searching for products like yours.
• Bonus Tip: If search volume is low, try Google Display or YouTube Ads for awareness. Still, always set up Google Shopping to capture traffic when it grows.

When to Use Standard Shopping Campaigns

• Standard Shopping campaigns are excellent for businesses new to Google Ads or with limited conversion data. This option gives you full control over several key aspects:
• Search Terms: Review and refine keywords, add negative keywords, and optimize product titles for more relevance.
• Manual Optimization: Fine-tune targeting and bidding strategies based on campaign performance.
• Bonus Insight: Focus on keyword-rich product titles to improve visibility. Use a mix of product name, brand, and unique attributes like size or color for the best results.

When to Transition to Performance Max

• Performance Max helps scale your ads using machine learning. It’s most effective when you’ve collected consistent data (at least 30 conversions over 30 days).
• Automation: It automates targeting across Google Search, Display, YouTube, and Gmail.
• Reach New Audiences: Finds users who may not actively search but align with your customer profile.
• Bonus Insight: Don’t start with Performance Max if you have little data. The algorithm needs existing conversion data for effective targeting.
• Tip: Even when transitioning to Performance Max, keep Shopping Campaigns running for remarketing and current customer targeting.\

Which Campaign Should You Use?

• Start with Standard Shopping if you’re new to Google Ads or have limited data. It offers more control and manual optimization.
• Switch to Performance Max once you have steady conversions. It will help scale your campaigns through automation.
• Bonus Insight: Even with automation, regularly testing and adjusting your campaigns is key to sustained success.

Final Thoughts

Both Standard Shopping and Performance Max have unique benefits. Your decision should depend on your business’s data and goals. Start with Standard Shopping to establish control, then transition to Performance Max as your data grows. 

By optimizing and testing both approaches, you’ll set up your e-commerce business for long-term success.