Shopping Prospecting Campaigns are designed to reach new customers searching for products like yours.

Performance Max (PMax) has largely replaced traditional shopping campaigns for prospecting.

Again, similar to prosecting search you want to create a channel that allows you to find new customers.

Let’s do a brief breakdown on the set-up.

Feed Optimization:

• Create highly optimized titles focusing on non-branded attributes
• Front-load most important attributes in first 70 characters
• Include key product features, materials, styles, and uses
• Leave brand name last in the title
• Provide comprehensive product data
• Submit multiple high-quality images per product

Asset Group Creation:

• Create multiple asset groups based on product categories
• Provide diverse creative assets (text, images, videos) - make this specific for each category
• Include multiple headlines and descriptions

Brand Exclusion:

• Use Google's brand exclusion tool to prevent PMax from consuming branded traffic
• Submit the Performance Max Campaign Modification Request Form to add negative keywords
• Regularly check search terms report to ensure proper separation

Audience Signals:

• Add customer lists as seed audiences (don't limit targeting)
• Include in-market and affinity audiences relevant to your products
• Upload first-party data to help guide Google's algorithms

Bidding Strategy:

• Start with Maximize Conversion Value with an optional target ROAS
• Begin with a lower target ROAS to gather data (1.5-2x)
• Gradually increase target ROAS as performance improves

Optimization Tactics

• Review search terms insights regularly
• Optimize product feed continuously
• Update assets based on performance
• Add new audience signals as you gather more data
• Use seasonality adjustments for sales periods
• Implement Merchant Center promotions
• Segment campaigns by product category for larger catalogs