An asset group is made from the images, logos, headlines, descriptions, videos, and audience signals you add when you create your Performance Max campaign. These assets are automatically mixed and matched based on which Google Ad channel (YouTube, Gmail, Search, and others) your ad is being served on. You can use the ad preview editor to check possible creative asset combinations.
Keep in mind
An asset provided in an asset group can be combined with any other asset from the same group to create ads that serve across Google Search, Google Maps, Display, YouTube, Gmail, Discover feed, and Google partner websites. Advertisers can create multiple asset groups per campaign after their initial asset group is created and the campaign is launched.
Instructions
Add assets
Start your asset group by adding headlines, images, and videos related to a single theme or audience. Performance Max will automatically assemble these assets into all applicable ad formats for your goal and show the most relevant ad creatives in each ad.
- Add an asset group name to identify your asset group theme. Though you can only set up one asset group before publishing your campaign, you can add additional asset groups later.
- Your ads will be directed to the Final URL. If the Final URL expansion is turned on, additional URLs on your domain will serve when relevant.
- Add text, images, videos and assets to your asset group by following the requirements below:
Text specifications
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Image specifications
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5120KB maximum file size Further supported for serving on image search mode only |
5120KB maximum file size Note: Images that do not meet this aspect ratio can be uploaded and cropped within the interface. |
5120KB maximum file size For campaigns with Store Visits only |
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5120KB maximum file size |
5120KB maximum file size |
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Legend:
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| File formats: JPG or PNG |
Minimum resolution: |
5120KB maximum |
Recommended image safe area: |
Video specifications
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Videos longer than 10 seconds are required for all Performance Max Campaigns If you do not upload a video, one may be generated for you from other creative
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If you don’t add a video to your Performance Max asset group, then one or more videos may be auto-generated from the assets in your asset group. Auto-generated videos may be auto-generated in longer, standard YouTube form or in a vertical format so that they may serve on YouTube Shorts. If you don’t have a video asset and don’t want to use the auto-generated videos, you can use the Google Ads video creation tool to create a video for use in your Performance Max campaign. Advertisers may also upload a YouTube Shorts-eligible video (vertical format, less than 10 seconds in length), which may be eligible to serve on YouTube Shorts. To learn how to create videos in Google Ads, visit Create a video using Asset library.
Google may automatically resize your video ads to increase your performance by platform and improve ad strength. After you’ve created and uploaded your creative assets, landscape videos may be scaled to square (1:1) or portrait (9:16) aspect ratios for YouTube Instream and YouTube shorts. Google will review each video to ensure that quality isn’t lost, however if you have an issue with the resizing please contact Google support to help you opt out of this service.
Assets
- It's recommended to add assets to your Performance Max campaign to give people viewing your ads additional information about your business, and more reason to take an action. Learn more about assets
- You can add Location, Affiliate location, Callout, Call, Sitelink, Structured snippet, Lead form, and Price assets in Performance Max campaigns, depending on your business and campaign goal. Learn more about selecting which asset to use
Ad creative best practices
- Refresh your creative assets as they're your most powerful tools to drive performance, and allow you to customize the campaign to promote new products, menu items, or sales.
- For weekend sales, start the campaign 2–3 weeks in advance, then refresh your assets frequently to move from more generic store assets to sales-focused assets. This practice allows you to do time-based promotions without compromising performance.
- Add at least 7 image assets, including one of the format 1200 x 1200.
- Don’t delete the assets with ‘’low’’ ratings without replacing them with new ones.
- Add more assets as your marketing message evolves or new assets to continue to capture additional users.
- The more assets, the better. More assets means more ad combinations we can serve across networks to maximize performance.
- Select a call to action that aligns with your goals such as “sign up” or “subscribe”.
- Add your business or brand name that appears in the text of your ad.
- Click the dropdown for more options and add the URL options as required.
Audience signals
Audience signals allow you to add audience suggestions that help Google Ads automation optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you guide machine learning models on the ideal way to optimize your campaign.
Add audience signals
In the "Audiences" section beneath your asset group:
- If you have already created audiences, choose Select an Audience. If not, choose Create an Audience.
- Create a unique name for your audience.
- Add your data.
- Add custom segments.
- Choose Save Audience.
Audience signal inputs
How they’ve interacted with your business
You can leverage first-party customer and marketing data you already have from desktop and mobile visitors, page and social views, and past converters.
Try adding data from these sources:
- Website visitor lists
- App user lists
- Customer lists (for example, email and subscription lists)
- Video viewer lists
Learn more about your data segments
Your custom audience segments
Custom audience segments help you reach your ideal audience by using relevant keywords, URLs, or apps that you add. Add the keywords or phrases that represent your targeted audience. Use URLs from websites that are similar to your website. Enter the names of apps that your ideal customer is likely to use.
Learn more about custom segments
Demographics
When you use Demographics, you can narrow the focus of your custom audience segment by using certain identifiers to focus your campaign on specific qualities of your audience.
Additional audience segments
Add other segments to reach people based on who they are, their interests and habits, and what they’re actively researching. These signals help you reach the right audience at the right time.
Try adding targets from these areas:
- Detailed demographics: Reach user groups based on long-term life facts.
- Life events: Reach user groups when they are in the midst of important life milestones.
- Affinity: Reach user groups based on what they're passionate about and their habits and interests.
- In-market: Reach user groups based on their recent purchase intent.
Asset groups best practices
- Use the Ad strength indicator to determine if an asset group has enough assets to drive best performance.
- Ensure that all asset types (text, images and videos) are covered in every asset group.
- Ensure your assets meet quality guidelines.
- Create variations of assets to find the top performing creative.
- Add as many assets as possible, including up to 5 headlines, 4 descriptions, images in different orientations, and videos in different orientations. Refer to the below table for more information:
| Type | Asset | Minimum | Maximum | Recommended |
| Text | Final URL | 1 | 1 | |
| Headline | 3 | 5 | 5 | |
| Description | 1 | 5 | 4 | |
| Business name | 1 | 1 | ||
| Call to action | 1 | 1 | ||
| Image | Landscape | 1 | 20 | 3 |
| Square image | 1 | 20 | 3 | |
| Portrait image | 0 | 20 | 1 | |
| Video | Video | 1 | 5 | 1 |
Example of how asset groups can be used:
Asset Groups are where you manage different types of creative assets including text, images, videos, logos, and final URL. You can create a single asset group with audience signals or you can also create multiple asset groups for different final URLs.
Asset report
The asset report lists each asset used in a Performance Max campaign and allows you to compare performance across a variety of assets. You’ll need to set up a Performance Max campaign to view your asset report. Learn more About asset reporting in Performance Max.