Everyone develops their own experiences, and each account and each project has its own story. However, there are some best practices that tend to work well across the board.
Ad campaigns can be divided into multiple PMax campaigns with different budgets for different groups of Cards, or different user targets.
Hierarchically at the lower level, we find the Asset Groups . Again, it makes no sense to divide things up too much, so the creation of Asset Groups must follow similar logic to that of campaigns.
Maybe you have products with different margins, different product availability, more important products in the general e-commerce strategy, others less so, discounted products, price competitiveness, availability in stock, best-selling products, etc...
Based on these variables, you may want to create netherlands whatsapp mobile phone number list different Performance Max campaigns or be satisfied with dividing them only through Asset Groups within the single campaign.
However, it is important to avoid splitting your campaigns and Asset Groups too thinly , as this may limit the data available for optimization by Google's algorithm.
As a general rule, it is recommended not to split campaigns if they have fewer than 30 conversions per month.
This is an indicative number, not to be taken as “gold standard”: each project is a story in itself. Testing is always the right way.
In general, then, the more Asset Groups you create, the less Google is able to exploit the data and maximize the results. So balance is needed.
Product Card Groups follow the decisions you've made at the Asset Group level.
Naturally, the breadth of the e-commerce assortment and the available budget also play a role in these choices (a large assortment/large budget can allow you to divide things up a little more – or force you to do so).
Organizing your campaigns, Asset Groups, and Product Groups this way helps you maintain ad consistency and provide a better user experience.
The basic point always applies: be specific to audience groups that share common and specific interests and needs.
