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Huge PMAX vs Smaller pmax?
Considering changing up pmax structure, currently got some big pmaxes running with 1000-3000 skus per pmax.
Does anybody have any experience with 100 skus vs 1000 skus per pmax? Does it really matter?
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1 Reply
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The only good reason to run several smaller P-Max campaigns are to have more granular budgetary and bidding control over a specific group of products. This can be helpful to control the investment in different places such as on stock out items, best sellers, items with different profit margins, etc. By the way we’ll have margin bidding soon which is another reason splitting P-Max won’t be beneficial.
You can also add specific negatives per P-Max, although that’s rarely a useful feature for most advertisers.
In most cases it isn’t going to help your performance since you can already segment audiences/creative within a P-Max using different asset/listing group combinations.
Also, SKUs may well still compete with each other across different P-Max campaigns if they include similar products. This can take away your budgetary control to some degree.
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I like to create custom labels via MCC that update according to metric thresholds and setting them up [this way](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)
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It is not just about the numbers of SKUs. You need to factor in conversion data.
e.g. If one PMax campaign with 1,000 SKUs only gets you 100 conversions in a month. While another PMax campaign with 100 SKUs gets you 500 conversions in a month. Breaking up the PMax campaign with 1,000 SKUs would be harder because the SKUs may not get enough traffic and conversion data to let you split that campaign into two PMax campaigns.
Breaking up PMax campaigns into smaller one’s can work but only if those campaigns will get enough conversion data to make the managed and breakout worth it. Any ad account can have too many campaigns as much as they have too few PMax campaigns. It is a balancing act with the number of campaigns in an ad account.
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We have one main campaign with 70k SKUs. I’ve chopped up our catalog a million different ways, have had as high as 20 campaigns and as low as the single one we are running now. All similar ROAS. Wish there was a secret sauce. I still believe in getting more granular with our catalog but each time we do the data doesn’t support it but in theory it should work better. Very agitating.
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I used to work for an apparel brand that had about 1-2k SKUs all bundled into a single smart shopping campaign that was upgraded to PMax. In my experience, both end of the spectrum can hamper performance ie. Having wayyy to many SKUs makes it too difficult for the PMax algo to properly display every in any kind of meaningful split and too few (less than like 20) doesn’t generate anything meaningful in volume unless you’ve got a nuclear budget or are the only one in the space running ads.
That said, I ended up breaking out a lot of them into small campaigns, first focusing on top performers (all in one campaign, with only one asset group), then secondaries, and then worst performers. You can also bucket by pricing, which I saw decent results with. In that case I broke out products into separate campaigns based on a price threshold, so like anything $50 or less was in a separate campaign, while $55 and above was in a separate.
I think the biggest part of successful shopping campaigns on PMax is effective segmentation, and finding your own sweet spot. PMax is EXTREMELY likely to canablize other campaign types, or itself so making sure that everything is not overlapping + had enough room to properly display everything is essential.
In your case I wouldn’t be surprised if a large majority of those SKUs get a handful of impressions or clicks a month, I think that’s a solid indicator that there’s too much crowding. Feel free to PM me if you have any questions!
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