PMax - AI-driven кампания Google, которая охватывает все inventory: Search, Shopping, Display, YouTube, Gmail, Maps, Discover. Одна кампания - все каналы.
#intermediate #advanced #block-06
Как работает PMax
Asset Groups
| Asset | Количество | Specs |
|---|---|---|
| Headlines | 5-15 | 30 chars max |
| Long Headlines | 1-5 | 90 chars |
| Descriptions | 2-5 | 90 chars |
| Images | 5-20 | 1200×628 (landscape), 960×1200 (portrait), 1200×1200 (square) |
| Logos | 1-5 | 1200×1200 |
| Videos | 1-5 | 10+ sec, YouTube hosted |
Audience Signals (НЕ targeting)
Signals ≠ targeting. Google использует signals как отправную точку, но расширяет на другие аудитории.
| Signal Type | Пример |
|---|---|
| Custom Segments | Люди, которые гуглят «кредит онлайн» |
| Your Data | Customer lists, website visitors |
| Interests & Demographics | In-market: Financial Services |
PMax vs Standard Shopping vs Search
| PMax | Standard Shopping | Search | |
|---|---|---|---|
| Inventory | All Google | Shopping only | Search only |
| Control | Low (AI-driven) | Medium | High |
| Keyword targeting | No | No | Yes |
| Negative keywords | Limited (account-level) | Yes | Yes |
| Creative control | Asset-level | Product feed | Ad copy |
| Best for | Mature accounts, broad reach | Granular product control | Intent capture |
| Reporting | Limited (asset group level) | Product-level | Keyword-level |
Когда PMax
✅ E-commerce с product feed (Merchant Center) ✅ Достаточно конверсий (50+/week recommended) ✅ Хорошие creative assets (images, video) ✅ Хотите scale beyond Search
❌ Новый аккаунт (нет данных для ML) ❌ Нужен granular keyword control ❌ Маленький бюджет (<$1K/month)
Настройка PMax для e-commerce
- Merchant Center: product feed loaded, approved, optimized
- Conversion tracking: Enhanced Conversions включены, purchase value tracked
- Asset Group: minimum assets loaded (идеально: 15 headlines, 20 images, 5 videos)
- Audience Signals: customer list + high-intent custom segment + in-market
- Bid Strategy: Maximize Conversion Value (target ROAS after 2-4 weeks of learning)
- Budget: minimum 10× target CPA / day
- Negative keywords: brand exclusions (через Google support), irrelevant terms (account-level)
Reporting Limitations & Workarounds
PMax reporting - black box. Workarounds:
| Проблема | Workaround |
|---|---|
| Нет keyword data | Use Search Terms insight, Scripts for n-gram analysis |
| Нет placement data | Asset group performance + Placement report (limited) |
| Нет auction insight | Run parallel Search campaign for brand terms |
| Cannibalization | Brand exclusions, compare assisted conversions |
🔧 Практика
- Создайте PMax кампанию для e-commerce: full asset group + audience signals
- Run 2 weeks → analyze: ROAS, top converting assets, search terms
- Compare PMax ROAS vs Standard Shopping ROAS
- Optimize: replace underperforming assets, adjust audience signals