What is PMax and how does it differ from Shopping?

What is a Performance Max (PMax) campaign?

• Performance Max (often abbreviated to PMax) is a campaign type that helps maximise an advertisers performance across the Google Ads inventory (utilising all ad placement types) using machine learning, in a single campaign.

• The referred to Google Ads inventory is: Search, YouTube, Display, Discovery, Gmail, Maps.

What is a Performance Max (PMax) campaign?

You set your budget, objective and conversion goals then PMax uses Google’s AI technology to optimise:

Bidding (when, where, how, who)

Budget Optimisation (efficiency against set targets)

Audiences

Creatives (videos, images and logos)

Attribution

Data Feeds

How do PMax campaigns differ from Shopping campaigns?

PMax is designed to run ads on every possible placement Google has to offer, whereas Shopping/Smart Shopping campaigns run shopping ads only.