6 Google Ads Performance Max Strategies for Fashion đź‘— E-Commerce

Fashion E-commerce: Google Performance Max campaigns — Mistakes To Avoid

Google's PMax campaigns are an innovative way to optimize your online advertising. With Performance Max Campaigns, you can tailor your ads to different audiences and thus improve your conversion rate.

PMax campaigns are particularly relevant for fashion e-commerce because they allow you to present your products across platforms, such as YouTube, Gmail, Discover or the display network. This allows you to address potential customers in various ways and make your fashion items appealing to them.

With PMax campaigns, you can also segment your target groups according to different criteria, such as age, gender, interests, or purchase intent. This allows you to customize and personalize your ads to increase customer loyalty.

However, PMax campaigns aren't without their pitfalls. In this post, you'll learn which 6 mistakes to avoid in order to successfully use PMax campaigns. We'll also explain why PMax campaigns make sense despite their challenges and how you can get the most out of them.


Create a campaign with all products

Advantage: simple control and low error rate. Suitable for beginners.

Disadvantage: Different margins are not shown. Brand traffic within the campaign results produces varied results that the algorithm is unable to handle well. Individual target & product groups easily disappear and receive too little reach.


Separation between fire and non-fire

Advantage: If there is a lot of brand traffic, different tROAS can be set, which can ultimately increase reach and sales. The non-brand campaign can be used more specifically to acquire new customers. This makes it easier to bring the tROAS together with the goals of CAC and CLV.

Disadvantage: Distribution of data across two campaigns only makes sense when there is a certain amount of traffic, otherwise it's difficult to achieve the targeted ROAS. Management and monitoring becomes more complex.


Separation by margin groups

Advantage: It's easier to hit the sweet spot between sales and profitability. If there are very large differences in margins, the algorithm can control the products more effectively. Sale products can be outsourced.

Disadvantage: If there are too few differences in margins, the effect is rather negative due to the distribution of data across multiple campaigns. Accounts quickly become too complex. Product margins must be constantly updated.


Separation by gender (in the sense of the product)

Advantage: If a brand has a lot of traffic from one gender, the algorithm can discriminate against the other gender. A separate campaign can increase traffic volume.

Disadvantage: Separation by gender is only possible through the product range, which only contains clothing for men or women in the feed. Unisex or non-gendered products, for example, make this procedure more difficult.


Breaking up into top performers and underperformers

Advantage: top performers can be specifically promoted.

Disadvantage: With Smart Bidding, separating products into multiple campaigns is no longer recommended. Potential top performers can be identified too late. Separation only makes sense if there are different economic goals, i.e. differences in tROAS.


A mix of 2 to 5

Advantage: The probability of finding the best set-up increases. Greatest potential for revenue and profitability.

Disadvantage: Management requires professional and technical know-how. Unclean hypotheses can quickly waste money. Account threatens to become too granular and therefore inefficient.


PMax campaign setup in fashion e-commerce summary

The following applies to all strategies:

➡ Performance Max campaigns should primarily focus on economic interests, not collections, tastes or seasons.

➡ Testing leads to success.

➡ PMax is and remains partly a black box.

➡ Bad feed = poor performance.

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