A new Google Performance Max feature lets you combine products and create collections – for ads or free product listings.
Collections allow you to associate products with your creative assets – images, videos and text.
Although Google is planning to make this generally available to all PMax advertisers in the future, the new feature is still a pilot and a timeline is yet to be confirmed.
Why we care. The ability to associate different products and assets simplifies the product listing experience, saving you time and money. Collections can also enrich product data, which could result in enhanced product performance, increased engagement and a richer customer experience.
How it works. Collections can include up to 100 products. They are only available for local products sold within Performance Max for store goals.
If your account is currently eligible to sign up for Collections, here’s how you can set up a feed in Merchant Center:
- Sign into your Merchant Center account.
- Select Products.
- Click on Feeds.
- Selection the Collections Feeds tab.
- Click the + (plus) button.
- Select the destinations in which you would like your collection to appear.
- Give your collection feed a name.
- Choose an upload method, then follow the instructions for the method you have selected.
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Next steps. Google is yet to roll out its Collections feature for wider-scale or international promotions and yet to confirm its future plans for this feature..
The program is still vert much in pilot mode and Google is not currently providing options for customers to opt in.
For now, it’s a great opportunity for eligible local marketers to maximize their local outreach.
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