Which configuration must you configure before launching a Performance Max campaign?
Correct Answer
Product feed in Merchant Center
Key takeaways
The Merchant Center feed, linked to the ads account, must exist first.
Assets are supplied during the campaign build.
There are no keywords in Performance Max.
Why is this the correct answer?
A retail Performance Max campaign runs on a Merchant Center product feed, so that feed — and its link to the ads account — must exist before launch. Without it the campaign has no inventory to advertise. Assets are supplied during the build, enhanced conversions are a strongly recommended measurement improvement rather than a gate, and keywords do not exist in this campaign type at all.
Why are the other options wrong?
Assets
Assets are part of building the campaign rather than a prior configuration, and a retail campaign can serve from feed data.
Enable enhanced conversions
Enhanced conversions improve measurement accuracy and are well worth enabling, but they are not required to launch.
Keywords
Performance Max has no keywords. Matching comes from the feed, assets and audience signals.
Frequently asked questions about this topic
Why are enhanced conversions recommended even though optional?
They improve the accuracy of conversion measurement by sending hashed first-party data alongside the conversion, which matters because the campaign's bidding is only as good as the conversion signal it receives.
Official documentation: https://support.google.com/merchants/answer/12446595
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
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- 2Which of these configurations do you need prior to launching a Performance Max campaign?Explained
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