In Performance Max campaigns, there is minimal control over where your ads appear and who sees them, as many impressions are not triggered by search queries. For this reason, maintaining a strong campaign structure and tailoring your assets and audience signals is key to achieving optimal performance.
Creating a single, generic asset group for your entire catalog is the most damaging mistake you can make.
Another option, if your product categories offer distinct benefits or if you want to control how much budget goes to each product, is to follow a setup like this:
E.g. Tables Campaign: Separate groups by brand, room type, price point, etc. This allows you to tailor text, video, and image assets—as well as audience signals—to each group. For instance, if you segment by brand, your ad copy can directly mention those specific brands and display corresponding images.
Remember to select the specific products for each asset group. It is also crucial to strike a balance: avoid over-segmenting (which can limit machine learning capabilities, requiring a minimum of 30 conversions per campaign per month), but don't mix too many different products together.
Tailor your ad extensions (assets) in each case to display the most relevant information. For example, if you segment your tables campaign by room type, you can add extensions within each group linking to the top-selling models.
Checking all of this manually across large accounts is inefficient. The Dolnai platform streamlines this process for you:
Additionally, Dolnai now offers an asset analysis feature where you can uncover which patterns and creative structures perform best, alongside AI-generated copy suggestions to replace underperforming assets.
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