This guide breaks down when to run Performance Max vs Standard Shopping, and how to combine both.
https://www.youtube.com/watch?v=a1AADk8pMKE
| Factor | PMax | Standard Shopping |
|---|---|---|
| Coverage (Shopping vs All Google Properties) | Runs on all Google surfaces: Shopping, Search, Display, YouTube, Discover, Gmail. | Just Shopping |
| Data Needs & Control | Performs best with conversion history (50-100+ conversions/mo). Struggles with fresh accounts. | Can work well with new accounts (manual CPC or tROAS on small data). |
| Scaling & Learning Curve | Scales faster by auto-expanding audiences & placements, but ROAS usually dips as spend grows. | Scales slower but gives you more stable ROAS if managed properly. |