Standard Shopping gives you control over bids and negatives. Performance Max (PMax) uses AI to serve across all Google channels (YouTube, Gmail, Search, Display).
Massive. Search, Shopping, YouTube, Display, Discover, Maps.
Limited. Primarily Search and Shopping tab.
Low. 'Black box' reporting on where ads showed.
High. See exact search terms and placements.
None. Relies on signals and final URL expansion.
High. Can use negatives and priority settings extensively.
High. Finds conversions you wouldn't think to bid on.
Medium. Limited by your keyword/feed coverage.
Start with Standard Shopping if you have a small budget or need strict control over search terms. Graduate to PMax when you have 30+ conversions/month and want to scale volume aggressively.
