Hello Mike, thank you for your question, my name is Emmanuel and your host for today’s AMA.
This depends on a lot of factors, and usually I only know the answer once tests have been completed.
Some clients I use performance max, while others I use standard shopping campaigns. However for standard shopping campaigns I employ an advanced strategy where I use multiple campaigns with different priorities so that I can target specific search terms, which I explain here: https://www.youtube.com/watch?v=CiRIDzRrHno
Yes you can setup multiple campaigns for top sellers vs everything else. But maybe you would find it easier to structure it by product type.
No, don’t setup single product campaigns, you will be working so much in managing this that your profits are gone. You need to balance, effort, with results. No point spending a lot of time on campaign structures that are just a waste of time.
I never do single campaign products, unless the client just has 6 products or so, that is a different story.
I would simplify your campaign structure and just have 1, with different asset groups / product groups. Only separate products into different campaigns if the ROAS changes for specific products.
I would test two things with performance max. Do a test for 3 weeks with assets.
And 3 weeks with no ad assets. And see what gives you the best results in terms of sales and ROAS.
As to branded campaign, in the majority of cases I would exclude branded terms from PMax, and instead target them using a separate txt and shopping campaign just for branded terms, so I can avoid spending too much on them. As google loves to spend a lot on these search terms for no good reason.
If you are using Pmax I find that sometimes dynamic text ads don’t work so well. But it does allow you to target search terms that Pmax decided not to do.
I recommend testing different strategies. Every account is different and so what works well for 1 account, will not be the case for another account.