Performance Max serves search, display, YouTube and Gmail from a single campaign. For retailers with clean product data it is a powerful scaling tool. But because it is highly automated, it can also spend budget in low-value places without control.
Do
- Standardize the product feed before launching.
- Provide audience signals to steer the algorithm.
- Exclude brand terms if you want to measure real new customers.
Monitor reporting by product group and adjust the feed more often than you manually override distribution.