skills/google-ads-performance-max-optimizer/references/decision-trees.md

## Quick Decision Guide

```
WHICH TYPE OF PMAX DO YOU NEED?
|
+---> E-commerce with product feed
|   +---> SHOPPING-FOCUSED PMAX
|       +-- Merchant Center feed required
|       +-- Listing groups for product targeting
|       +-- Asset groups per product category
|
+---> E-commerce without feed / DTC
|   +---> STANDARD PMAX
|       +-- URL-based targeting
|       +-- Asset groups per product line
|       +-- Final URL expansion: on
|
+---> Lead Generation (B2B/Services)
|   +---> LEAD GEN PMAX
|       +-- Form submissions or calls
|       +-- Lead form assets
|       +-- Final URL expansion: off (or limited)
|
+---> Brand Awareness / Consideration
    +---> NOT PMAX - Use Demand Gen or Video
```

## Bid Strategies for PMax

### Strategy Selection

```
PMAX BID STRATEGY DECISION TREE
================================

NEW ACCOUNT / CAMPAIGN?
|
+---> Yes, <30 conversions/month expected
|   +---> MAXIMIZE CONVERSIONS
|       (no target, collect data)
|
+---> Yes, 30+ conversions/month expected
|   +---> MAXIMIZE CONVERSIONS + optional tCPA
|       (start 20% above expected CPA)
|
+---> No, e-commerce with value
|   +---> MAXIMIZE CONVERSION VALUE + tROAS
|       +-- Start: 80% of break-even ROAS
|       +-- Tighten: 10% per 2 weeks
|
+---> No, lead gen
    +---> MAXIMIZE CONVERSIONS + tCPA
        +-- Start: 120% of target CPA
        +-- Tighten: 10% per 2 weeks
```

### Budget Recommendations

```
MINIMUM BUDGET GUIDELINES
==========================

E-commerce:
+-- Minimum: $50/day (absolute minimum)
+-- Recommended: $100-200/day
+-- Optimal: 10x target CPA per day
+-- Scaling: Max 20% increase per week

Lead Gen:
+-- Minimum: $30/day
+-- Recommended: $50-100/day
+-- Optimal: 5x target CPA per day
+-- Scaling: Max 15% increase per week

LEARNING PHASE:
+-- Duration: 1-2 weeks typical
+-- Requirement: ~50 conversions
+-- Tip: Higher budget = faster learning
+-- No major changes during learning
```

### Strategy Selection

```
PMAX BID STRATEGY DECISION TREE
================================

NEW ACCOUNT / CAMPAIGN?
|
+---> Yes, <30 conversions/month expected
|   +---> MAXIMIZE CONVERSIONS
|       (no target, collect data)
|
+---> Yes, 30+ conversions/month expected
|   +---> MAXIMIZE CONVERSIONS + optional tCPA
|       (start 20% above expected CPA)
|
+---> No, e-commerce with value
|   +---> MAXIMIZE CONVERSION VALUE + tROAS
|       +-- Start: 80% of break-even ROAS
|       +-- Tighten: 10% per 2 weeks
|
+---> No, lead gen
    +---> MAXIMIZE CONVERSIONS + tCPA
        +-- Start: 120% of target CPA
        +-- Tighten: 10% per 2 weeks
```

## Troubleshooting

### Common Issues

```
PMAX TROUBLESHOOTING GUIDE
==========================

ISSUE: Low or no delivery
--------------------------
[ ] Check: Budget too low?
[ ] Check: Bid targets too aggressive?
[ ] Check: Asset group status (eligible?)
[ ] Check: Merchant Center disapprovals?
[ ] Fix: Increase budget 20%
[ ] Fix: Lower tROAS/tCPA target 15%
[ ] Fix: Add more assets

ISSUE: High CPA / Low ROAS
---------------------------
[ ] Check: Conversion tracking correct?
[ ] Check: Learning phase still active?
[ ] Check: Asset performance (many "Low"?)
[ ] Check: Audience signals relevant?
[ ] Fix: Wait until learning phase completes
[ ] Fix: Upgrade assets with "Low" rating
[ ] Fix: Tighten bid targets gradually

ISSUE: Poor lead quality (Lead Gen)
-------------------------------------
[ ] Check: Which conversion action is primary?
[ ] Check: Enhanced Conversions active?
[ ] Check: Offline conversion imports?
[ ] Fix: Switch to qualified lead as primary
[ ] Fix: Implement offline conversion import
[ ] Fix: Add form qualification questions

ISSUE: PMax "steals" from Search
---------------------------------
[ ] This is normal behavior
[ ] PMax and Search can coexist
[ ] Brand keywords: Add as Search Themes
[ ] Option: Brand exclusions in PMax
[ ] Monitor: Incrementality, not cannibalization
```

### Common Issues

```
PMAX TROUBLESHOOTING GUIDE
==========================

ISSUE: Low or no delivery
--------------------------
[ ] Check: Budget too low?
[ ] Check: Bid targets too aggressive?
[ ] Check: Asset group status (eligible?)
[ ] Check: Merchant Center disapprovals?
[ ] Fix: Increase budget 20%
[ ] Fix: Lower tROAS/tCPA target 15%
[ ] Fix: Add more assets

ISSUE: High CPA / Low ROAS
---------------------------
[ ] Check: Conversion tracking correct?
[ ] Check: Learning phase still active?
[ ] Check: Asset performance (many "Low"?)
[ ] Check: Audience signals relevant?
[ ] Fix: Wait until learning phase completes
[ ] Fix: Upgrade assets with "Low" rating
[ ] Fix: Tighten bid targets gradually

ISSUE: Poor lead quality (Lead Gen)
-------------------------------------
[ ] Check: Which conversion action is primary?
[ ] Check: Enhanced Conversions active?
[ ] Check: Offline conversion imports?
[ ] Fix: Switch to qualified lead as primary
[ ] Fix: Implement offline conversion import
[ ] Fix: Add form qualification questions

ISSUE: PMax "steals" from Search
---------------------------------
[ ] This is normal behavior
[ ] PMax and Search can coexist
[ ] Brand keywords: Add as Search Themes
[ ] Option: Brand exclusions in PMax
[ ] Monitor: Incrementality, not cannibalization
```