Running PMax in 2025? Read THIS first!
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Three years ago, Google launched Performance Max with promises of smarter automation and better results.
Instead, we got a half-baked campaign type—a black box filled with blind spots, brand cannibalization, and questionable decision-making.
Fast forward to 2025, and Google has finally started addressing some of PMax’s biggest issues. MORE reporting, BETTER controls, FEWER frustrating unknowns.
Sounds great? Well… kind of.
Google giveth, and Google taketh away.
The new “transparency” comes on Google’s terms. The AI still prioritizes what it wants, not what your business needs. You’re still locked into an opaque system, forced to make decisions with partial visibility at best.
So, what now?
You could trust the machine and let it steer your budget into the void. Or you could take control.
To help, we’ve pulled six of your most pressing PMax Q&As from Mike Ryan latest webinar 'PMax 2025: What's new for your ecommerce strategy'.
If you want to win in the age of AI-driven advertising, here’s what you need to know. ??
1?? Is it time to switch back to Standard Shopping from PMax?
?? PMax no longer automatically overrides Standard Shopping—so should you switch back?
This is not an either-or proposition, but w get why so many advertisers are throwing a ‘Hail Mary’ in light of Standard Shopping’s comeback.
Before October 2024, PMax would always take priority over Standard Shopping, effectively shutting it down in the same account.
Now, they compete based on ad rank, meaning Standard Shopping can serve alongside PMax—but that doesn’t mean it’s the better choice.
? Why we think PMax is still the better choice:
?? But beware: Since PMax and Standard Shopping now compete on ad rank, running both without clear differentiation can cause budget inefficiencies and cannibalization.
2?? Should I still run Search campaigns alongside PMax?
?? Yes—because PMax and Search serve different roles.
Google now promotes PMax + Search as an "Ads Power Pairing," but here’s the catch: PMax doesn’t use keywords like traditional Search campaigns.
Instead, it behaves more like Dynamic Search Ads (DSAs), automatically matching queries to your ads.
This means that if you rely only on PMax, you lose control over search intent and risk higher CPCs on brand terms.
? Best practice:
?? Heads-up: If PMax is bidding on your brand terms, it may drive up costs unnecessarily. You can request brand exclusions via a Google rep—but they don’t apply to all placements.
3?? How should I structure PMax campaigns in 2025?
?? One massive PMax campaign = lost control.
Google’s AI prioritizes best-sellers and products with strong historical data, which means newer or strategically important items often get ignored. This is why dumping your entire catalog into a single PMax campaign is a bad idea.
Instead, proper segmentation is key to making sure your budget supports the right products.
? How to structure PMax effectively:
?? Reminder: Google’s automation favors products that already convert well. If you want to boost underperformers, structure your campaigns accordingly.
4?? How do I measure PMax’s true impact?
?? Google’s default reporting won’t tell you if PMax is actually bringing in new customers—or just recycling existing traffic.
One of the biggest frustrations with PMax is the lack of clear incrementality measurement. If you’re not careful, PMax might take credit for sales that would have happened anyway.
To avoid this, you need to run structured tests.
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? How to measure true PMax impact:
?? Pro tip: Google’s New Customer Matching isn’t perfect. Always cross-check with your CRM data.
5?? Can I still run feed-only PMax campaigns?
?? Yes—but Google is making it harder.
Feed-only PMax campaigns limit PMax to Shopping inventory and avoid wasteful YouTube, Display, and Discovery placements.
Many advertisers prefer this approach to keep tighter control over budget allocation.
However, Google has made it more difficult to set up feed-only PMax. While it’s still possible, it requires workarounds.
? Why feed-only PMax still works:
?? Heads-up: Google may fully remove this option in the future, so keep an eye on updates.
6?? How can I use audience signals effectively in PMax?
?? Audience signals don’t limit reach, but they help guide Google’s AI.
Many advertisers assume that adding audience signals in PMax is like using strict audience targeting—but it’s not. Instead, Google uses signals as a learning tool, then expands beyond them.
? How to make audience signals work for you:
?? Myth-buster: Adding audience signals does NOT restrict PMax targeting. Google will still go beyond your inputs to find additional audiences.
7?? What’s the best way to report on PMax performance?
?? Google has improved PMax reporting—but there are still gaps.
Advertisers now have access to:
However, some key reporting issues remain:
?? What’s still missing?
?? 2025 is PMax's biggest year yet—so make sure you're ahead of the curve!
Performance Max has come a long way, but it’s still not perfect. With big updates dropping fast, the question isn’t if you should adapt—but how.
Mike Ryan’s latest webinar breaks down what’s new, what’s better, and what might just be worse, saving you the headache of figuring it out alone.
?? Would you trust Google with your wallet?
No, seriously.
Because that’s exactly what happens when you advertise with an open budget. Google takes the reins, spends without asking permission, and decides where your money goes.
So, is it a marketing masterstroke or a fast track to losing control?
That’s the question we’re tackling in Episode 1 of ROASted—our brand-new video series where we take the biggest myths in PPC, throw them on the grill, and see if they hold up... or go up in flames.
?? In this episode, we break down:
New episodes drop every Thursday, tackling the biggest PPC misconceptions one by one.
Online Marketer
2 周Ich melde mich bald mit einer Anfrage!!! ??