Create a Performance Max campaign

Learn how to create a Performance Max campaign.
Notes
  • This feature is available in all Microsoft Advertising markets.
  • Support for Performance Max in SA360 is still in development and timelines will be shared here when we know more. Please reach out to your SA360 representative for more information.

Please follow the instructions below to create a Performance Max campaign. You can create a maximum of 100 Performance Max campaigns per account.

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Create.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Create.

  2. Choose Drive conversions or Sell products as your campaign goal.
  3. Select Performance Max.
  4. Select Continue.
  5. Follow the steps provided by the campaign creation wizard.

Here's some information about what you'll see in your campaign and asset group settings:

Campaign settings
Campaign name
Give your campaign a unique name. It's a good idea to have your campaign's name reflect its goal.

Note: A campaign name cannot contain scripts, HTML, or other markup language.

Budget
This is the amount of money you want to spend per day. Learn more about your budget options.
Bid strategy

Note: We highly recommend setting up conversion tracking to take full advantage of our automated bid strategies.

Note

If you don't have a conversion goal in Microsoft Advertising during Performance Max campaign creation, we'll automatically convert your campaign's bid strategy to Maximize clicks. Once you create a conversion goal, we'll track a sufficient amount of conversion data and then your Performance Max campaign will automatically switch to your selected conversion-based bid strategy. Please note that you can always change the bid strategy in your campaign settings.

Your bid strategy setting tells Microsoft Advertising how you want to manage your bids. With automated bidding for Performance Max, we automatically adjust your bids to optimize your campaign and meet your performance goals. You can choose from these options:

  • Maximize conversion value: This bid strategy focuses on optimizing high-value conversions and the total sales value of your campaign. We'll automatically set your bids in real time to maximize total conversion value within your budget. If you have specific return on investment (ROI) goals, you can choose to add a Target ROAS (return on ad spend). To learn more about Target ROAS, please see Let Microsoft Advertising manage your bids with bid strategies.
  • Maximize conversions: With this bid strategy type, Microsoft Advertising automatically sets your bids in real time to get as many conversions as possible within your budget. If you have specific ROI goals, you can choose to add a Target CPA (cost per acquisition). To learn more about Target CPA, please see Let Microsoft Advertising manage your bids with bid strategies.
Learn more about auto-bidding: Let Microsoft Advertising manage your bids with bid strategies
Select a Merchant Center store to advertise your products
If you want to deliver product ads across the entire Microsoft Advertising Network and have already set up a Merchant Center store, then follow these steps:

  1. Choose the store you want to associate with your Performance Max campaign.
  2. Choose your Country/region of sale.
  3. Optionally, select Enable local inventory ads.
Note: If you chose Sell products from your catalog as your campaign goal, you must associate a Merchant Center store with your campaign.
Location
This is where you want your ads to appear. You can target or exclude specific countries/regions, states/provinces, cities, or zip/postal codes. Learn more about how language and location targeting affect who can see your ads.
Language
This is the language you'll write your ads in. This should match the language of the sites that you'd like your ads to appear on. Learn more about language options in Microsoft Advertising.
Conversions
This allows you to specify which actions to count as conversions, as recorded by UET. You have two options for choosing conversion goals:

  • Use your account's Include in “Conversions” setting. This applies your account's conversion goals to this campaign. To see which conversion goals are included in your account settings:

    From the top menu, select Tools > Conversion goals.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, hover over Conversions and select Conversion goals.

  • Choose specific conversion goals for this campaign.
Note: Conversions for your store visit goals are only included at the account and campaign levels, and only if your campaigns have enough ad clicks to pass our privacy thresholds.

Learn more about conversion goals: What are conversion goals and goal types?

Ad schedule
Select Ad schedule if you want to show your ads only on certain days or certain times of day. Learn more about ad schedule settings: How can I get my ads in front of my customers?
Final URL expansion
This setting provides links to the most relevant webpages on your site. When enabled, this setting may replace your Final URL with other relevant URLs on your website to drive ad performance. With Final URL expansion, we'll automatically generate assets (images and text) that we pull from relevant URLs on your website. You can also choose to exclude certain webpages from being displayed in your ads. Please note that the excluded URLs won't appear in your ads even if you've enabled Final URL expansion.
Autogenerated assets (optional)

Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

This setting allows Microsoft Advertising to automatically generate assets to enhance ad relevance and performance. We use information pulled from your Final URL as well as any assets you provide to automatically generate additional assets for your ads when available. Choose which assets you'd like us to automatically generate by selecting the checkbox next to Text assets, Image assets, and/or Final URLs (to allow for Final URL expansion). Final URL expansion navigates traffic to relevant URLs on your website to drive better results, including the URLs provided in your page feeds. See below for more information about deleting autogenerated text assets from your asset groups.
Brand exclusions
This setting allows you to add brand lists for the branded search queries you don't want your ads to serve on. Learn more about brand exclusions.
Campaign URL options (optional)
Set up the tracking and redirect information for your ads. Learn more about including tracking templates or URL parameters in your final URL.
Asset group settings
Asset group name
Give your asset group a unique name. Your asset groups should be based on your campaign's goal, and it's a good idea to have your asset group's name reflect its goal.

Note: An asset group name cannot contain scripts, HTML, or other markup language.

Add products (optional)
Choose which products to show in your ads. Please note that some of your ads will use images, headlines, and descriptions from Merchant Center.

Note: You won't be able to serve product ads if you don't select a store in your campaign settings. If at some point you want to add a store, you'll need to create a new campaign. Additionally, once you select a store for this campaign, you cannot change it. If you want to add a different store later, you must create a new campaign.

Final URL
This is your landing page URL; in other words, the URL of the page that displays after a customer selects your ad.
Images
Add images to your ads. You may use an image from your existing images, Website images, Stock images, Social, or upload an image.

Note: You can add up to 20 images. You only need one wide (rectangle) image, sized 1200 x 628 pixels or higher (minimum 703 x 368 pixels). However, we recommend at least three images to start.

Please follow these best practices for images:

  • Use high-resolution .JPG or .PNG images, so they don't pixelate or degrade across screens.
  • Before you upload your images, make sure they meet the imagery guidelines.
  • If you don't have advertising-ready images, Microsoft Advertising has partnered with Shutterstock with free access to over 300 million commercially licensed images. To learn more, see About stock images.
  • We don't recommend images with text or logo overlays because they may appear distorted in different aspect ratios and ad placements. Some publishers may also prohibit the use of embedded text within images. Your text and logos may appear invisible or may be cut off in smaller ad placements or when images are resized. Make sure to use your Ad text, Short headline, and Long headline for all ad messaging. If text is required for legal or other reasons, we recommend using as few words as possible, small font size, and centered text.
  • Review your images in the ad preview tool before saving your ad to ensure that they look as expected. Re-crop your images as necessary.
Logos (optional)
Add brand logos to your ads.

Note: You can add up to five logos.

Headlines
Enter up to 15 Short headlines and up to five Long headlines. Both are required for display flexibility. Short headlines must be 30 characters or fewer and long headlines must be 90 characters or fewer.
Description
Enter up to five ad descriptions. Descriptions must be 90 characters or fewer. This is the most visible text of the ad and allows for more character space to engage with potential customers.
Business name
Enter your Business name. Depending on your ad's placement, your business name may appear in your ad.

Note: A business name cannot contain scripts, HTML, or other markup language.

Call to action
Add a brief, compelling reason for potential customers to select your ad right now.
Audience signals (optional)
Create an audience signal or choose from your existing audience signals. We'll use them as a starting point to find customers and determine who sees your ads. Learn more about audience signals.
Ad extensions
Ad extensions are additional pieces of information about your business that you can add. We'll feature the ad extensions that are most relevant to your selected campaign goal. Learn more about ad extensions.
Path
A simplified webpage address that appears in your ads, similar to the display URL in text ads. Please note that the Path is distinct from the Final URL. The Final URL is the actual webpage URL that customers are taken to after they select your ad. The Path can be a shorter or friendlier version of your URL showing one or two subdirectories.
Mobile URL
Add a Mobile URL where potential customers go to after selecting your ad on mobile devices. For more information about Mobile URLs, please see Can I set a separate URL for my mobile website?

Deleting autogenerated text assets

Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Follow these instructions to delete any autogenerated text assets that you don't want to serve in your ads:

  1. From the collapsible menu on the left, select Performance Max campaigns > Asset groups.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Campaigns. Then, select the appropriate Performance Max campaign > Asset groups.

  2. In the Assets column, select View asset details for the appropriate asset group.
  3. Select the checkbox next to the autogenerated text asset you want to delete.
  4. Select Delete in the blue action bar.

Note: Once an asset is deleted it cannot be restored. You can still view asset reports for 30 days after deletion.

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