Google has just launched a new campaign type called Performance Max for Marketplaces. It allows you to send traffic from Google right to your Amazon marketplace.

Other marketplaces are available but Google doesn’t list which marketplaces those are. Since Amazon is the largest marketplace in many countries it operates in, it would make sense for Amazon to be one marketplace available.

This product just launched in the last 24 hours. We will update this post as we get more information and test out the product for our clients. We have a mix of B2B and B2C ecommerce clients where this would make a lot of sense.

Why Does This Matter?

A large number of people start their search on Amazon or Google. By Google letting you send traffic from SERP to your marketplace. You are closing the loop on how people search online.

Of course Amazon and other marketplaces like TEMU spend millions on Google ads each year. This product could make that situation even worse and drive up CPC and your CPA along with it.

PMax for Marketplaces Set Up

Set up is going to be a lot more basic then any other performance max campaign you may have run. Campaign setup is as simple as picking a goal, bidding, and budget.

You can run your PMax campaign with just the product feed, or you can go and build asset groups and include more assets for additional placements. Otherwise, you only need the following:

  1. You need a Google Ads account
  2. Marketplace Ad Account
  3. Marketplace Merchant Account
  4. You DO NOT need a Google Merchant Center account or even a website

Like any Google product. You need to make sure you link your marketplace ad account and marketplace merchant center account to your Google ads account. That way you can send traffic from your Google ads account to the market place.

Conversion Tracking

Conversion tracking for your performance max for marketplace campaign is configured by the marketplace itself. Only the sales of your own products are attributed to your performance max campaign.

If someone buys products that are sold by other sellers on the marketplace after clicking on your campaign, these sales won’t be considered as conversions or included in your Google Ads campaign reporting.

A couple points to keep in mind for this PMax campaign type:

  • Be sure that your products and ads comply with the Shopping ads and Google ads policies.
  • Performance Max for Marketplaces is not compatible with cross-account conversion tracking.

If you set up account default conversion goals, these will also be visible when creating a Performance Max for Marketplaces campaign. Google strongly recommends removing these goals so that your campaign only optimizes towards the goals configured by your marketplace. Everything starts with your marketplace and works backwards to your Google Ads account.


Since this just launched in the last 24 hours. It is early days but this could be a great opportunity if you can build a better shopping feed then Amazon and lets be honest… who can’t do that? Plus you have extra money to spend.

Google Support Article:
1. About Performance Max for Marketplaces
2. How to link your Google Ads account to a marketplace
3. Create a Performance Max for Marketplaces campaign