Google Performance Max for Lazada Introduction

Frequently Asked Questions (FAQs)

Product Technical

Q : What’s the difference between Google Performance Max and other Lazada ads like Sponsored Max and Sponsored Display?

A : Sponsored Max and Sponsored Display are on-site ads within the Lazada platform, targeting users while they shop on Lazada. Google Performance Max, however, is an off-site ad that reaches potential customers outside Lazada, using Google’s network to drive external traffic to your store.

Learn more about the differences between Lazada Sponsored Solutions here.

Q : What happens if I don’t link Google Merchant Center (GMC) during Google Performance Max onboarding?

A : If GMC is not properly linked to your ad account, you won’t be able to run campaigns using the Lazada product catalog. Ensure GMC is correctly linked by following the setup guide.

Q : Can I pay for Google Performance Max using my top-up balance in Lazada (e.g., Sponsored Discovery) ?

A : No, Google campaigns are billed directly through Google Ads and cannot be paid using any Lazada ad balance, including Sponsored Discovery or Sponsored Max.

Q : If I run Performance Max with only Lazada Catalog and not other assets like images and videos, will it affect campaign performance?

A : We’ve seen great results both with and without additional assets. We recommend 50+ approved with accurate product attributes, high-quality product images in your Google Merchant Center account for good performance. Adding more assets like images and videos may expand your reach across Google’s networks.

Q : How does Google select the product image to advertise? Is this based on the best performing image?

A : Google’s Performance Max uses artificial intelligence to automatically select product images for ads, focusing on maximizing conversions. It analyzes various signals, including image quality, relevance, and past performance, to predict which visuals will resonate best with individual users in different contexts. While there isn’t a single “best performing” image, the system continuously tests and learns, prioritizing images that drive desired actions. Providing a diverse range of high-quality images empowers the AI to optimize effectively, ensuring ads are visually compelling and aligned with user intent across Google’s network.

Q : How long does the system learning period for Performance Max campaigns typically last?

A : The Performance Max learning period is when the AI actively experiments with various asset combinations, and other variables to discover the optimal performance mix. This AI-driven experimentation, taking roughly 4-6 weeks, is influenced by factors like conversion volume, conversion cycle length, budget, asset quality and variety. More conversions, shorter cycles, a good budget, diverse assets, and strong audience signals will all allow the AI to learn faster.

Campaign Management and Strategy

Q : Does Lazada share custom audience data with Google Performance Max? What audience should I use for my campaign?

A : No, Lazada does not currently share first-party audience data with Google. However, you can target potential shoppers through Google’s audience signals, such as keyword-based targeting and interest-based segments related to your product.

Q : Will Google Performance Max campaigns use images from the Lazada marketplace?

A : Yes, for product listing assets. Google Performance Max campaigns will use product information, including images, product name, and price, from your Lazada Seller Center. Any updates made in your Lazada product inventory will be reflected in your Google Performance Max ads.

Q : Is the recommended $30/day budget a strict requirement? Can I start with a lower budget, especially for a niche product targeting a specific audience?

A : The $30/day budget is a recommendation for optimal performance. While not mandatory, starting with a lower budget may hinder the system’s ability to learn and optimize. For niche products, a higher budget may be necessary to reach a smaller, more targeted audience.

Q : Can I pay for Google Performance Max using my top-up balance in Lazada (e.g., Sponsored Discovery) ?

A : No, Google campaigns are billed directly through Google Ads and cannot be paid using any Lazada ad balance, including Sponsored Discovery or Sponsored Max.

Q : How does Performance Max perform during BAU (non-seasonal) and seasonal campaign periods in terms of bidding and performance, and what are the best practices for campaign setup during each period?

A : We recomend an always-on camapaign for consistent performance during standard business periods, utilizing learned data to optimize with steady budgets and refined asset groups. For seasonal peaks, create new camapign, with higher budgets that can drive significant increases, but requires substantial budget adjustments and dedicated seasonal assets created at least 14 days in advance to allow for performance. Close monitoring during seasonal periods is crucial for adjusting budgets and bids as needed. Meanwhile, you may consult with your Google account team for help.

Q : If I run Google Performance Max campaigns monthly, should I create a new campaign or continue the same campaign to retain learning data? What’s the machine learning phase if I pause and restart the campaign?

A : For monthly Performance Max campaigns with the same products, pause and resume the existing campaign to retain learning data. Restarting triggers a shorter recalibration phase, not a full learning reset.

Q : If I run Performance Max with only the Lazada Catalog and not add other assets like images and videos, will it affect campaign performance?

A : We’ve seen great results both with and without additional assets. We recommend 50+ approved with accurate product attributes, high-quality product images in your Google Merchant Center account for good performance. Adding more assets like images and videos may expand your reach across Google’s networks.

Performance Optimization

Q : How does Performance Max leverage automation and machine learning, and what level of control do advertisers retain?

A : Google’s Performance Max uses artificial intelligence to automatically select product images for ads, focusing on maximizing conversions. It analyzes various signals, including image quality, relevance, and past performance, to predict which visuals will resonate best with individual users in different contexts. While Performance Max relies heavily on automation, advertisers still have important control levers:  

1. Providing Asset Groups 
2. Supplying Audience Signals
3. Setting Budgets
4. Location Targeting
5. Brand Safety Controls

Tracking and Report

Q : What happens if I add a UTM parameter during campaign setup? How can I track multiple campaign performances without using UTM parameters for each campaign?

A : Adding a UTM parameter at the campaign level may conflict with the UTM parameter at the account level, causing tracking issues in the Lazada Seller Center report. It’s recommended to verify if a UTM parameter is already linked at the account level and avoid adding another at the campaign level.

For tracking multiple campaign performances, use the External Campaign Report in Seller Center, filtering by ‘Google Performance Max’ and campaign name for detailed performance insights.

Q : Why is there a discrepancy between the Google Ads Dashboard and the Seller Center report?

A : The difference is due to varying attribution models. Google uses a 30-day click-through conversion, while Lazada applies a 14-day last-touch attribution. Monitor both reports for optimized campaign performance and comparison with other Lazada ad solutions.

Q : Is the campaign report viewable through Google Analytics 4 (GA4)?

A : Please refer to campaign report on GAFE (Google Ads Front End)

Q : Why is there a discrepancy between the Google Ads Dashboard and the Seller Center report?

A : The difference is due to varying attribution models. Google uses a 30-day click-through conversion, while Lazada applies a 14-day last-touch attribution. Monitor both reports for optimized campaign performance and comparison with other Lazada ad solutions.

Troubleshooting

Q : If I face issues with onboarding, how should I contact for help?

A : If you encounter onboarding or campaign creation issues, you can directly contact your Lazada key account manager or reach out to Lazada seller support.

Q : Will Google Performance Max campaigns use images from the Lazada marketplace?

A : Yes, Google Performance Max campaigns will use product information, including images, product name, and price, from your Lazada Seller Center. Any updates made in your Lazada product inventory will be reflected in your Google Performance Max ads.

Q :If an ad is disapproved due to product images, how can this issue be resolved? Note: The first thumbnail in Lazada is often decorated to attract buyers, but the second thumbnail can be made with a white background as required by Google. However, since it is not possible to choose the image, how can this issue be resolved?

A : Please reach out to either Lazada POC or Google account manager to raise the issue.