--- name: launch-pmax-full-assets-ecommerce-campaign description: >- Launches an ecommerce Performance Max campaign with the complete creative loadout, images, logos, text assets, video, audience signals, so products serve across Shopping, Search, Display, YouTube, Gmail, and Discover. Use it when the account has 50+ conversions/month, an approved feed, and genuinely good creative, and the goal is incremental reach beyond Shopping surfaces. It builds the campaign and asset groups, uploads and attaches every asset type, wires audience signals and listing groups, sets value-based bidding, and verifies multi-surface delivery. Do not use it without quality creative or below 50 conversions/month (launch-pmax-feed-only-campaign keeps spend on Shopping), for manual control (launch-standard-shopping-campaign), before the feed is solid (set-up-and-optimize-product-feed), or for tuning a live campaign (run-pmax-ecommerce-optimization-cycle). --- # Launch a Full-Creative Performance Max Ecommerce Campaign ## Purpose Build a PMax campaign that intentionally uses every Google surface: the product feed carries Shopping, and a complete creative set (images, logo, headlines, descriptions, video) plus audience signals carries Display, YouTube, Gmail, Discover, and Search. This is the reach play, it trades some of feed-only's Shopping purity for cross-channel volume, and it only pays off when the creative is genuinely good and conversion volume can feed cross-surface learning. ## When to run - 50+ conversions in the last 30 days with accurate value tracking. - A ready creative kit: multiple image formats, a logo, and ideally a real product video. - Shopping-surface performance is already solid and the goal is incremental demand beyond it. - Distinct categories or audiences justify separate asset groups with tailored messaging. ## When NOT to run - Creative is thin, stocky, or absent -> launch-pmax-feed-only-campaign; bad creative across six surfaces is worse than no creative on one. - Under 50 conversions/month -> launch-pmax-feed-only-campaign or launch-standard-shopping-campaign. - Manual bids, query sculpting, or full search-term control required -> launch-standard-shopping-campaign. - Feed weak or disapproval-prone -> set-up-and-optimize-product-feed first. - An existing feed-only campaign should NOT be converted by adding assets, build this as a new campaign. ## Prerequisites - Merchant Center linked (verify; `gads_link_merchant_center` can establish it if missing). - Purchase conversion action with verified values (set-up-google-ads-conversion-tracking if unsure). - Creative files meeting platform floors: square 1200x1200 and landscape 1200x628 images (3-5 of each recommended, 1 each minimum), optional portrait 960x1200, square logo 1200x1200; text: at least 3 headlines (<=30 chars), 1 long headline (<=90), 2 descriptions (<=90); video hosted on YouTube, 10+ seconds (15-30s ideal). - First-party audience assets where available: purchaser Customer Match list, site converters, cart abandoners. - Budget able to sustain cross-surface delivery (roughly EUR/USD 50+/day as a floor). ## Procedure 1. **Session guardrail.** Before the first Google Ads write of this session, call `gads_policy_guardrail` and honor its output. 2. **Verify foundations.** Confirm the Merchant Center link (apply `gads_link_merchant_center` with preview -> approval if absent) and confirm conversion values are flowing. Decide the asset-group split with the user: one group for a unified catalog; one per category when creative differs; one per audience when messaging differs. Each extra group costs a full creative set. 3. **Create the budget (write).** `gads_create_budget` at the agreed daily amount (>= the cross-channel floor). Preview first (validate_only=true default), apply only after explicit user approval. 4. **Create the campaign (write).** `gads_create_pmax_campaign` bound to the Merchant Center account, sales objective, ship-to countries and customer languages. Name it distinctly from any feed-only sibling. Preview first, apply after approval. 5. **Create asset group(s) (write).** `gads_create_asset_group` per planned split. Preview first, apply after approval. Note v24 ordering: the asset group must exist before assets link to it. 6. **Scope listing groups (write).** Via `gads_create_product_group` on each asset group: all products, or subdivided by product type / custom label with non-overlapping slices across asset groups. Preview first, apply after approval. No product should be servable from two asset groups or from a sibling feed-only campaign. 7. **Upload creative (write).** `gads_upload_image_asset` for each square/landscape/portrait image and logo (respect the format minimums in Prerequisites). Text and video assets ride in with the linking step. Preview/approve each batch. 8. **Attach assets to the group (write).** `gads_add_asset_group_asset` linking every uploaded image, the logo, 5-11 headlines mixing product/benefit/trust/CTA angles, 2-5 long headlines, 2-5 descriptions, and the YouTube video. Preview first, apply after approval. If no video exists, warn the user explicitly: PMax will auto-assemble a slideshow from the images, which typically underperforms a real video. 9. **Add audience signals (write).** `gads_add_audience_signal` per asset group, prioritized: first-party lists (purchasers, converters, cart abandoners), then custom segments built from competitor URLs and product search terms, then in-market categories. Signals are starting hints, not targeting caps. Preview first, apply after approval. 10. **Set bidding (write).** `gads_set_campaign_bidding_strategy`: Maximize Conversion Value; no target for the first weeks, or tROAS at actual trailing ROAS minus 10-20% when history is strong. Preview first, apply after approval. 11. **HUMAN STEP (outside VigilDog), UI-only settings.** In the Google Ads UI: turn Final URL expansion OFF (keep traffic on real product pages); add brand exclusions for the store's own brand and misspellings; optionally configure customer-acquisition (new-customer) settings if that is a goal. VigilDog has no tools for these three controls. 12. **Pre-launch audit.** Read the whole build back to the user: asset counts per format vs minimums, listing-group scope, signals attached, bidding, budget, plus human confirmation of step 11. Enable only after sign-off. 13. **72-hour verification.** Via `gads_run_gaql_query` equivalents / campaign reads: status eligible, assets approved (policy rejections surface here), products serving, impressions accruing. 14. **Weeks 1-4 monitoring.** Weeks 1-2: hands off, learning. Call `gads_get_pmax_channel_performance` to watch the surface split, cross-channel delivery is the point here, but Shopping should still anchor revenue. Weeks 3-4: review asset-level performance; swap out assets rated low via `gads_remove_asset_group_asset`-style replacement through preview -> approval. Day 30: first full evaluation, then hand off to run-pmax-ecommerce-optimization-cycle. ## Decision rules - **Volume gate:** 50+ conversions/month. Cross-surface learning splits the data; thin volume never converges. - **Creative floors (hard):** 1 square + 1 landscape image, 1 square logo, 3 headlines, 1 long headline, 2 descriptions. Recommended: 3-5 images per format, 5-11 headlines, real video. - **Asset-group math:** each group needs its own complete creative set, split by category or audience only when the creative genuinely differs. - **Target setting:** start targetless or at trailing ROAS minus 10-20%; tighten in increments after learning, never in one jump. - **Budget floor:** ~50/day in account currency; below that, surfaces starve and results are unreadable. - **Full-assets vs feed-only verdict:** if after 30+ days this campaign's ROAS trails a feed-only equivalent badly and non-Shopping surfaces are the drag, the creative is not earning its reach, fix creative or fall back to feed-only. - **Coexistence rule:** feed-only and full-assets campaigns may coexist only on disjoint product sets, enforced through listing-group filters. ## Common failure modes - **Launching on the minimums.** One image and three headlines technically launches but gives the system nothing to optimize with; performance verdicts then indict PMax instead of the starved creative. Load the recommended counts. - **No video.** The auto-generated image slideshow is consistently weaker; even a simple 15-second product video beats it. Flag this loudly pre-launch. - **Overlapping products with a feed-only sibling.** The two campaigns bid against each other and poison each other's data. Enforce disjoint listing groups at build time (step 6). - **Signals mistaken for targeting.** Audience signals seed learning; they do not fence it. Expecting them to restrict delivery leads to misdiagnosed "leakage". - **URL expansion left on.** Traffic lands on Google-chosen pages instead of product pages and conversion rate sags mysteriously. Human toggle, step 11, every time. - **Judging surfaces too early, or never.** Week-1 channel panic resets learning; never checking lets a weak surface bleed for months. The rhythm is: observe weeks 1-2, act from week 3 on sustained data only. ## Related skills - Before: set-up-and-optimize-product-feed, set-up-google-ads-conversion-tracking, build-customer-match-lists and set-up-audience-signals (first-party signal inputs). - Alternatives: launch-pmax-feed-only-campaign (Shopping-focused, no creative), launch-standard-shopping-campaign (manual control). - After: run-pmax-ecommerce-optimization-cycle (ongoing optimization), run-a-creative-testing-cycle (systematic asset refresh), scale-bids-and-budgets (growth once stable).