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📅 Week 5 · Saturday
day-30
What is Clarigital?.
Today you'll learn: what Clarigital is and why businesses pay for it — explained so clearly you could teach it to your parents by tonight.
⏱ ~20 mins
📖 Read + Quiz + Submit
✅ Need 3/5 to unlock
🔒 Saturday only
Week
Week 5 of 8
Day
30 of 56
Program
2-Month Program
📖 Read This First — About 8 Minutes
Performance Max gives Google maximum control. Your job is to give it the right inputs so it uses that control correctly.
Performance Max (PMax) is Google's most automated campaign type — a single campaign that runs across Search, Shopping, Display, YouTube, and Discover simultaneously, with Google's AI controlling all bid decisions, channel allocation, and ad serving. For e-commerce, PMax has largely replaced standard Shopping campaigns as the primary acquisition channel. Understanding how to structure, signal, and optimise PMax is essential for any practitioner managing e-commerce accounts.
The paradox of PMax is that giving Google more inputs produces better outputs. An under-resourced PMax campaign (minimal assets, no audience signals, poor product feed) performs erratically. A well-resourced PMax campaign (high-quality assets, strong audience signals, optimised product feed) leverages Google's AI effectively and typically outperforms manually managed Shopping campaigns at scale.
🤖
Performance Max is a brilliant employee who needs good materials to work with. Give a brilliant designer bad photos and vague direction and the work suffers. Give them professional photography, clear brand guidelines, and specific goals and they excel. PMax is the same: high-quality creative assets + clear audience signals + accurate conversion data = the algorithm does excellent work. Starve it of inputs and it flails.
🛍️
Product Feed Quality
Title optimisation (most important: brand + key attribute + product type), high-quality images (white background + lifestyle), accurate pricing, and complete attribute coverage.
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Asset Groups
Organise by product category or audience theme. Each asset group needs: 3-5 headlines, 2-3 descriptions, 3-5 images (landscape + square + portrait), 1-2 videos (minimum 10 sec).
👥
Audience Signals
Not targeting restrictions but signals to guide learning: Custom Intent (search terms), Customer Match (email list), Website Visitors, Competitor lookalikes. More signals = faster learning.
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Optimisation Controls
Product-level exclusions (remove unprofitable SKUs), search term insights (add high-performing terms to brand campaigns), brand exclusions (prevent PMax from cannibalising branded search).
🔮 The PMax brand cannibalisation problem: By default, PMax will bid on branded search terms (e.g., 'Nykaa moisturiser') and claim credit for conversions that would have happened anyway through branded search. Add brand terms as negative keywords at the account level or use brand campaign exclusion lists to prevent PMax from taking budget that should go to cheaper branded search campaigns.
💡
Read the reference page below before taking the quiz.
Why does giving Performance Max more creative assets and audience signals produce better results?
A
A: Google charges less for campaigns with more assets
B
B: The AI has more materials to test and more data signals to optimise toward the right users - better inputs produce better algorithm outputs
C
C: More assets reduce campaign loading time
D
D: Google's algorithm requires a minimum number of assets to activate
OK PMax AI optimises within the space defined by your inputs. More creative assets = more combinations to test = higher probability of finding the best creative for each context. More audience signals = faster learning = better targeting from earlier in the campaign. Better inputs produce better AI outputs.
NO Better inputs = better AI outputs. More creative assets give the algorithm more combinations to test. More audience signals help the algorithm find high-value users faster. The AI is only as good as what you give it.
Question 2 of 5
What is the most important element to optimise in a Google Shopping product feed?
A
A: The product price
B
B: The product title - it determines which search queries trigger the product and must include: brand, key attribute, and product type
C
C: The product image background colour
D
D: The product category
OK Product titles are the primary matching signal in Shopping - Google reads the title to determine which searches the product appears for. Optimised title structure: Brand + Key Attribute + Product Type (e.g., 'Mamaearth Vitamin C Face Serum 30ml for Brightening'). Poor titles miss matches; optimised titles capture relevant searches.
NO Product title is most important. It's the primary matching signal Google uses. Structure: Brand + Key Attribute + Product Type. This determines which searches your product appears for.
Question 3 of 5
What are 'audience signals' in Performance Max and how do they differ from traditional audience targeting?
A
A: They restrict who can see the ads, like traditional targeting
B
B: They are suggestions to guide the AI's learning - not restrictions. The algorithm can show ads beyond these signals if it identifies valuable opportunities
C
C: They are required for compliance with advertising policies
D
D: They determine the campaign budget allocation
OK Audience signals are directional guidance, not restrictions. Traditional targeting: 'only show to this audience'. PMax audience signals: 'here are users likely to convert - start learning from this area but don't limit yourself to only these users'. The algorithm uses them as a starting point and expands from there.
NO PMax audience signals are suggestions, not restrictions. They tell the AI 'start learning here' but the algorithm can show ads to users outside these signals if it identifies conversion opportunities.
Question 4 of 5
A Performance Max campaign is generating Revenue but 40% of the attributed conversions appear to be branded search (people who searched the brand name directly). What should you do?
A
A: Increase the PMax budget - branded conversions are valuable
B
B: Add brand terms as account-level negative keywords in PMax to prevent it from cannibalising branded search that a separate, cheaper brand campaign should capture
C
C: Remove the campaign's product feed
D
D: Change the campaign objective to Awareness
OK PMax cannibalising branded search is a common and expensive problem. Branded search converts at very low CPC through a separate branded campaign. When PMax takes credit for these, it inflates its reported ROAS while the actual incremental contribution is minimal. Add brand exclusions to PMax.
NO Add brand term negatives to PMax. Branded searches should be captured by a cheaper, separate brand campaign. PMax cannibalising branded search inflates its reported ROAS while providing minimal incremental value.
Question 5 of 5
What does 'product-level exclusion' allow you to do in Performance Max and why is it useful?
A
A: Remove all products from shopping campaigns
B
B: Exclude specific unprofitable products or SKUs from PMax to focus budget on products that generate adequate ROAS
C
C: Exclude products from specific competitor searches
D
D: Prevent products from appearing in certain countries
OK Product-level exclusions let you remove low-margin, out-of-stock, or consistently unprofitable products from PMax. The algorithm can't distinguish product margin - it optimises for conversion value. Excluding unprofitable products prevents budget waste on products that generate revenue but destroy margin.
NO Product-level exclusions remove specific SKUs from PMax. Use this to exclude unprofitable products (low margin, clearance), out-of-stock items, and products with consistently poor ROAS.
–of 5
Answer all 5 questions, then check your score.
✏️ Your Task
🔒
Score 3/5 to unlock this
Complete the quiz above first. The moment you score 3 or more, this section unlocks.
🏅
🎉 Day 30 — done!
Day 31 opens Wednesday.
📝 Today's Task
Someone in your family runs a small business. In 3–4 sentences, explain Clarigital to them like you're actually WhatsApp-ing them right now. Your own words — not copied from the page.
Start like this: "So there's this platform I was reading about — it's basically for businesses that get too many WhatsApp messages to handle manually. It lets them..."
0 / 800
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Submitting before 11 PM IST on your assigned Saturday counts as Day 30 complete.
Week 5 · Coming Tomorrow
Day 31 — Advanced Meta Ads - Creative Strategy & TestingOpens Wednesday on your assigned date.