Exceed - PPC Agency

Adding more assets to your Performance Max campaigns? Think twice!
 
PMax isn’t like other campaign types — it runs on a black-box algorithm that mixes and matches your assets to find what works.
 
But more assets don’t always mean better results.
 
Here’s what we’re seeing with eCommerce brands:
 
1. Slower optimisation
Every new image, headline or video adds more combinations for the algorithm to test. That means longer learning phases and delayed performance.
 
2. Higher production costs
Creating strong visuals across dozens (or hundreds) of products isn’t cheap — and there’s no guarantee the platform will even prioritise them.
 
3. Less control
More assets = more unpredictability. You won’t always know which audiences you’re hitting or where your ads are showing — especially if branded terms sneak through.
 
4. Scaling becomes harder
The more noise you add, the harder it gets to scale with confidence.
 
Our view?
Keep it lean. Focus on goal-driven structures. Prioritise what converts. And test assets deliberately — not just because you can.
 
If you’re running eCommerce campaigns and want a second opinion on your setup, we’re happy to help!

💡 Did you know about these new Performance Max features?

2024 is coming to an end, but not without some major changes to Performance Max campaigns first. Here’s 3 changes you need to be aware of if you want to get the most of out of Pmax:

🧪 New Experiments
View detailed performance insights on newly added assets
With new experiments being added to the experiments page, you’ll be able to measure the uplift from adding assets such as videos, images & text to a product-feed only campaign in early November.

Final URL expansion experiments will also be added so that advertisers can test whether a more relevant landing page will drive better results.

📽️ Video Enhancements
Unlock additional YouTube inventory and performance opportunities
Google AI will allow you to automatically create more versions of your existing videos so you can double up your YouTube inventory. AI will also use your original video format to create videos in new aspect ratios, as well as shortening your video content while maintaining your key message.

You’re still in control – if you don’t like the content, simply opt out or remove any assets that just don’t work for you!

🛍️ Pmax & Standard Shopping
Google levels the playing field for Standard Shopping campaigns
Performance Max campaigns will no longer be automatically prioritised if you are running them alongside a Standard Shopping campaign. Instead, Ad Rank will be the decider of which campaign serves an ad first.

Who’s excited to test out these new features? Let us know in the comments!

🎉 Another work Anniversary 🥳

Carrying on from last week’s anniversary theme, today we’re celebrating a huge milestone, with Shafaq (Who loves her picture taken 😅) completing four years at Exceed.

Having started on an apprenticeship in 2020, Shafaq is now our reliable Senior PPC Executive, working on some of our key client campaigns and generating great results.

Her dedication and attention to each task she carries out is second to none and we look forward to celebrating many more years of Shafaq at Exceed.