Google has introduced Performance Max for Marketplaces, a new advertising program for sellers on e-commerce platforms to promote their products across Google's advertising channels. Sellers don't need a website or a Google Merchant Center account, but a Google Ads account is required.
Performance Max for Marketplaces allows sellers to reach more customers and drive more sales. After connecting a Google Ads account to the marketplace, sellers can create campaigns that direct shoppers to their products.
This move recognizes the growing importance of online marketplaces like Amazon. Google is offering sellers a way to access its advertising ecosystem, including Search, Shopping, YouTube, Gmail, and more.
Key facts:
- No website or Merchant Center account needed
- A Google Ads account is required
- Ads manager account cannot be used
- Google doesn't list participating marketplaces
- Conversion tracking is managed by the marketplace
Key differences:
- No URL expansion
- No automatically-created assets
- No video assets
- No cross-account conversion tracking
- No new customer acquisition mode
- No data segments for audience reporting
Implications: Amazon sellers advertising via Google might find an incremental audience, potentially boosting their organic rankings on Amazon. Some sellers report that Google has a lower Cost Per Acquisition (CPA). This program could be attractive to Chinese manufacturers, who make up over 50% of Amazon sellers. If popular, it could contribute to the Cost Per Click (CPC) wars and race-to-the-bottom pricing, putting pressure on existing Google advertisers. Hence, differentiation on input and output optimization is crucial.
