Google has recently expanded Performance Max to online marketplaces. This allows sellers to promote their products directly without the need for a website or Merchant Center. This development is particularly beneficial for businesses looking to boost their online sales without significant investments.
Details of the expansion
Performance Max, a service from Google, is now available for sellers on online marketplaces such as Amazon. With this service, companies can direct advertising campaigns straight to their product pages on external e-commerce platforms without needing their own website or Merchant Center account.
Impact on companies and organizations
For marketers already active on marketplaces, this expansion offers a potentially valuable addition to their Google Ads strategy. With lower costs and simplified access, even small businesses with limited budgets can now benefit. Utilizing existing product data streamlines the setup of ads and aids in optimizing campaigns.
Available solutions
The campaigns are fully automated and utilize existing product data such as images, descriptions, and prices. Campaign performance reporting takes place within Google Ads. Google's AI technology is employed to optimize ads across various channels, including Search and Shopping. Conversion tracking is carried out by the marketplaces themselves. Only sales of the seller's own products are counted; purchases from other sellers do not count.
This functionality of Performance Max is currently limited to select marketplaces. Google has announced that it is working on expanding to more platforms.