Performance Max for e-commerce relies heavily on your product feed quality.

In fact, you could even create a "feed-only" asset group by:

• Skipping text and image assets during asset group creation
• Providing only your optimized product feed

This approach creates what's called a "feed-only" asset group. However, it's important to note that this doesn't guarantee a shopping-only Performance Max campaign. Your ads can still appear on other networks as Google may use images from your feed for display advertising.

Key Point:

The product feed from Google Merchant Center is the foundation of Performance Max for e-commerce. Optimizing your product titles, descriptions, images, and other feed elements is crucial for campaign success.

While you can't completely prevent Performance Max from showing on Display or Discovery networks, you can control where your ads appear using Content Suitability Controls:

To access these controls:

1. Go to "Tools" in Google Ads
2. Select "Content Suitability"

Available Controls:

• Inventory Type: Choose between Standard or Limited inventory
• Advanced Settings:
  • Exclude sensitive content categories
  • Exclude content themes (games, politics, religion, etc.)
  • Exclude content keywords (websites/videos containing specific keywords)
  • Direct placement exclusions (specific websites, app categories, YouTube channels)

These controls apply to Performance Max campaigns and help ensure your ads appear only on high-quality websites and content that aligns with your brand values.

Use these settings to improve the quality of placements across YouTube, Discovery, and other networks where your Performance Max campaign might serve ads.

Content Suitability Controls.mp4