Google Performance Max Campaign for E-commerce Scaling

Act as a Google Ads performance specialist. Design a complete Performance Max campaign strategy for [ECOMMERCE NAME] in the [PRODUCT CATEGORY] space.

Context:
- Monthly e-commerce revenue: R$ [AMOUNT]
- Current Google Ads spend: R$ [AMOUNT]/month
- Current ROAS: [X]x
- Target ROAS: [X]x
- Product catalog size: [NUMBER] SKUs
- Average order value: R$ [AMOUNT]
- Google Merchant Center status: [ACTIVE / NEEDS SETUP]
- Conversion tracking: [CONFIGURED / NEEDS WORK]

Deliver the following:

1) **Asset Group Strategy** (create 3-5 asset groups):
   - Grouping logic (by product category, audience signal, or margin tier)
   - For each asset group:
     - Audience signals (custom segments, interest categories, remarketing lists)
     - Headlines (15 variations, character limits respected)
     - Long headlines (5 variations)
     - Descriptions (5 variations)
     - Image assets (specifications and creative direction for each size)
     - Video assets (script and storyboard for 15-30 second video)
     - Logo assets

2) **Feed Optimization**:
   - Product feed title optimization formula
   - Custom label strategy for segmentation
   - Feed rule recommendations
   - Missing attribute checklist

3) **Bidding and Budget Strategy**:
   - Target ROAS vs. Maximize Conversion Value: recommendation
   - Budget allocation across asset groups
   - Seasonal budget adjustments
   - New customer acquisition bid adjustment setup

4) **Negative Keyword and Brand Exclusion Strategy**:
   - Account-level negative keyword list (minimum 30 terms)
   - Brand exclusion recommendations
   - Category exclusion strategy

5) **Creative Testing Framework**:
   - Asset performance evaluation criteria
   - Creative refresh schedule
   - Low-performing asset replacement process

6) **Measurement and Reporting**:
   - Conversion value rule setup
   - New vs. returning customer reporting
   - Cross-channel attribution considerations
   - Weekly optimization checklist

7) **Scaling Plan**: Criteria and process for increasing budget while maintaining ROAS targets.