Do You Need To Create A Separate PMax Campaign For Remarketing Ads?

Okay, so do I need to create a separate PMax campaign for remarketing ads? Also, different asset groups for each remarketing audience? You will hear different answers from different people. My friends Kasim and John create some of the best Performance Max campaigns and are absolutely great at it. So whatever they say, follow it. I met Kasim and John in San Diego last week, and we were also talking about this. They said that because Performance Max has so many networks to search, display, video, Gmail, and discover and they keep adding more to it, it needs a lot of data signals.

So the more data signals you have in a campaign, the better it is for you and for Google. Therefore, yes, for each audience, I would keep them as separate asset groups. This way, you can see which ones are working well and which ones aren't. I tend to keep a remarketing budget separate from my other campaigns, like bidding on brands, competitors, or generic audiences because in PMax, you cannot bid on keywords or set up a custom segment. For instance, if you're running a campaign for Google Ads, you can have those Google Ads types of keywords in one custom segment, another one like pay-per-click advertising in another custom segment, digital marketing as separate, and so on. Segment them out.

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