Build an asset group

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.

Note: For advertisers with a Merchant Center feed, you don’t need to supply any additional creative assets to launch a Performance Max campaign. However, we do recommend you to provide creative assets to allow your campaign to serve maximally across surfaces and have optimal performance. Ads may be auto-generated on your behalf when possible.

UI representation of a Performance MAX asset create

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.

  1. 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.
  2. Add text, images, and videos to your asset group by following the requirements below:

Text specifications

Text specifications for final URLs Text specifications for text headlines, 30 character maximum Text specifications for long headlines, 90 characters are the maximum.
Recommended Add 1 final URL  Recommended Add up to 5 headlines  Recommended Add up to 5 long headlines
Text specifications for descriptions: 90 characters maximum Text specifications for business name, 25 character max  Text specifications for call-to-actions, which is automated by default
Recommended Add up to 4 descriptions Recommended Add 1 business name Recommended Add 1 call-to-action
  Text specifications for Display URL path, 15 characters maximum  
   Recommended Add up to 2 display URL paths  

Image specifications

Performance Max image specifications for landscape images are 1.91:1 ratio, either 1200 by 628 pixels (recommended) or 600 by 314 pixels Performance Max image specifications for square images are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels. Performance Max image specifications for square image–for store visits–are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels.

Recommended Add 3 landscape images

5120KB maximum file size

Further supported for serving on image search mode only

Recommended Add 3 square images

5120KB maximum file size

Note: Images that do not meet this aspect ratio can be uploaded and cropped within the interface.

Recommended Add 1 square image

5120KB maximum file size

For campaigns with Store Visits only

Performance Max image specifications for square images are 4:5 ratio, and either 960 by 1200 pixels (recommended) or 480 by 600 pixels. Performance Max image specifications for square logos are 1:1 ratio, and either 1200 by 1200 pixels (recommended) or 300 by 300 pixels. Performance Max image specifications for landscape logos are 1:1.91 ratio, either 1200 by 628 pixels (recommended) or 600 by 314 pixels
Recommended Add 1 portrait image

Recommended Add 1 square logo

5120KB maximum file size

Recommended Add 1 landscape logo

5120KB maximum file size

Legend:

Recommended

Asset recommendations

Performance MAX - unlock audiences icon

Maximum total number for all images: 15

Performance MAX - unlock audiences icon

Maximum total number for all logos: 5

Performance Max image file formats accepted Performance Max image file minimum resolution Performance Max image maximum file size Performance Max image file minimum resolution
File formats:

JPG or PNG

Minimum resolution:

RecommendedRecommended is 1200x1200 pixels

5120KB maximum
file size

Recommended image safe area:

Put your content in the center 80% of the image

Video specifications

  video specifications  
 

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

Recommended Add up to 5 videos

 

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.
Note: 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. 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. To learn how to create videos in Google Ads, visit Create a video using Asset library.

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.

Note: Performance Max may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals.

Add audience signals

In the "Audiences" section beneath your asset group:

  1. If you have already created audiences, choose Select an Audience. If not, choose Create an Audience.
  2. Create a unique name for your audience.
  3. Add your data.
  4. Add custom segments.
  5. Choose Save Audience.
Tip: You can use the “Demographics” section and the “Additional segments” option to further customize your audience. To enhance machine learning, use search term based custom segments.

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.

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