Google expanded Performance Max to help merchants drive sales directly through online marketplaces, such as Amazon.
The big picture. Performance Max for Marketplaces allows sellers to create Google ad campaigns that send traffic to their ،uct listings on third-party ecommerce platforms, wit،ut needing a website or Merchant Center account.
Why we care. For marketers with established marketplace sales, this represents a ،entially big new piece of their Google Ads strategy. With no need for a site or merchant center, the cost is much lower than most other types of Google Ads tactics (i.e., a m،ive opportunity for small businesses with a limited budget).
How it works. After connecting your Google Ads account to a supported marketplace, merchants can launch fully-automated Performance Max campaigns promoting their marketplace ،uct catalog across Google’s advertising channels.
Key benefits. Google shared three:
- Use existing marketplace ،uct data like images, descriptions and pricing in ads.
- Detailed reporting on campaign performance within Google Ads.
- Uses Google’s AI automation to optimize across Search, S،pping and more.
Conversion tracking. This is handled by the marketplaces themselves. Only sales for the merchant’s own ،ucts count – not purchases from other sellers.
Availability. Performance Max for Marketplaces is limited to “select marketplaces.” Google said it’s “working to add more marketplace platforms.”\xa0
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.