Build an asset group

Note: As Google enhances the new user onboarding process, new Google Ads users may experience an updated workflow. The content below pertains to Google Ads users who have already created, and logged into, their Google Ads account.

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 Ads 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.

Google may automatically create assets to help connect you to potential customers. When this setting is turned on, Google uses AI to generate additional assets (headlines and descriptions) to be used in combination with the assets you input. These new assets are based on your landing page, domain, and existing ads and creative assets. It’s recommended that you keep this setting turned on to optimize campaign performance. Learn more About automatically created assets in Performance Max campaigns.

Performance Max ads can serve on:

  • Discovery feed
  • Gmail
  • Google Display Network
  • Google Search
  • Shorts feed on mobile devices
  • YouTube

Note: Advertisers with a Merchant Center feed don’t need to supply any additional creative assets to launch a Performance Max campaign. However, we do recommend that you 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. Note that automatically created assets aren’t available for Shopping ads.

An illustration of how to build an asset group in Google Ads.

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, Discovery 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. 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.

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

Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets.

Text specification

Text asset type

Requirements

Final URL

Add 1 final URL

Headline

30 characters max, include at least one with 15 characters or less

Add up to 15 headlines

Long headline

90 characters max

Add up to 5 long headlines

Description

90 characters max, include at least one with 30 characters or less

Add up to 4 description

Business name

25 characters max

Add 1 business name

Call-to-action

Automated by default, or select from a list

Add 1 call-to-action

Display URL path

15 characters max, each

Add up to 2 display URL paths

Image specification

In addition to the below requirements, all image assets must meet the following requirements:

  • Saved as a JPG or PNG file

  • Maximum file size of 5120 KB

  • Content needs to be in the center 80% of the image (the safe area that won’t be cut off despite device screen size)

Image asset type

Requirements

Landscape image

1:91:1

Recommendation: Add 4 landscape images sized at 1200 x 628 px

Minimum dimensions: 600 x 314 px

Maximum total images: 20

Further supported for serving on image search mode only

Square image

1:1

Recommendation: Add 4 square images sized at 1200 x 1200 px

Minimum dimensions: 300 x 300 px

Maximum total images: 20

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

Portrait image

4:5

Recommendation: Add 2 portrait image sized at 960 x 1200 px

Minimum dimensions: 480 x 600 px

Maximum total images: 20

Square logo

1:1

Recommendation: Add 1 square logo sized at 1200 x 1200 px

Minimum dimensions: 128 x 128 px

Maximum total logos: 5

Landscape logo

4:5

Recommendation: Add 1 landscape logo sized at 1200 x 300 px

Minimum dimensions: 512 x 128 px

Maximum total logos: 5

You can use images with overlays, but it's recommended to use at least one image without overlays for each aspect ratio (square, landscape, and portrait). Here are some examples:

Images without text or graphic overlays

Images with text or graphic overlays

Text or graphic overlay, example of what is allowed

Text or graphic overlay, example of what is not allowed

Text or graphic overlay, example of what is not allowed

Logo overlay, example of what is allowed logo overlay, example of what is not allowed

Video specifications

Tip: Google automatically resizes your video ads to increase your performance by platform and improve ad strength. If you don’t plan to upload a video, consider how your other creative assets will appear if resized.

video specifications

Video ads are critical to the success of your campaign and can increase your campaign performance. If you’ve included at least one video in your Performance Max campaigns, you may be eligible to run on additional video inventory.

Performance Max campaigns must have at least one video that’s longer than 10 seconds. You can upload a maximum of 5 videos. We recommend having at least one landscape, square and vertical video.

If you don’t add a video to your Performance Max asset group, one or more videos may be auto-generated from the assets in your asset group and may appear in a horizontal or vertical format.

Google AI may also flip your uploaded videos to transform horizontal videos into square or vertical versions so they may serve on YouTube Shorts.

Each video is reviewed before publishing to ensure that there are no issues, such as cropped text or logos, poor focus, loss of the original message and aesthetic intent from the video, or legal disclaimer cut off. Flip video ads serve only when the source video’s privacy settings are either public or unlisted.

When your Flip video ad is added to the campaign, you can view it by visiting your Performance Max asset group or Video action campaign.

Want to build your own Video?

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, greater than or equal to 10-60 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.

Performance Max ads specifications can be found in the chart below.

Recommended Can also accept Callouts
Resolution

1080p (Full HD)

Recommended pixels (px) for HD:

  • 1920 x 1080px (horizontal)
  • 1080 x 1920px (vertical)
  • 1080 x 1080px (square)

720p (Standard HD)

Minimum px:

  • 1280 x 720px (horizontal)
  • 720 x 1280px (vertical)
  • 480 x 480px (square)

Minimum px for SD:

  • 640 x 480px (horizontal)
  • 480 x 640px (vertical)
  • 480 x 480px (square)
For optimal quality, we don’t recommend using SD
Aspect ratio
  • 16:9 for horizontal
  • 9:16 for vertical
  • 1:1 for square
  • 4:3 (SD) for horizontal
  • 2:3 for vertical
For optimal quality, we don’t recommend using SD
Format .MPG (MPEG-2 or MPEG-4) .WMV, .AVI, .MOV and .FLV .MPEG-1, .MP4, .MPEGPS, 3GPP, WebM, DNxHR, ProRes, CineForm and HEVC (h265) Can’t accept audio files like MP3, WAV, or PCM files on YouTube
File size ≤256 GB - -
Ad length

Video orientations and best practice ad lengths

  • (1) horizontal ≥:10
  • (1) vertical ≥:10
  • (1) square ≥:10
- We recommend having at least one vertical video between :10- :60 for Shorts eligibility

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 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 because 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 add 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.
  1. Select a call to action that aligns with your goals such as “Sign up” or “Subscribe”.
  2. Add your business or brand name that appears in the text of your ad.
  3. Click the dropdown for more options and add the URL options as required.
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.

Use custom labels from page feeds

Page feed custom labels allow you to specify which URLs from your page feed will be included in ads generated from each asset group. Follow the instructions below to use customs labels for your Performance Max campaign asset groups.

Keep in mind, the instructions below occur in the middle of Create a Performance Max campaign.

Note:
  1. When you add your assets, click More options to expand the section.
  2. In the “Custom labels” section, click the Add a custom label field.
  3. Add a custom label based on your existing page feed.
  4. Select Add, then continue to add as many custom labels from your page feed as you’d like.

Audience signals

Audience signals allow you to add audience suggestions that help Google AI 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.

Asset groups best practices

  1. Use the Ad strength indicator to determine if an asset group has enough assets to drive best performance.
  2. Ensure that all asset types (text, images and videos) are covered in every asset group.
  3. Ensure your assets meet quality guidelines.
  4. Create variations of assets to find the top performing creative.
  5. After you edit your assets, wait for a few days for your Ad strength and Asset group status to be updated. We recommend waiting 2 to 3 weeks before deciding to replace low performing assets.
  6. Add as many assets as possible, including up to 15 headlines, 5 descriptions, 20 images in different orientations, and 5 videos in different orientations. Refer to the below table for more information:

Text Assets

Type Quantity Required
Headlines

3-15 headlines

Recommended: 11

yes, confirmed
Long headline

1-5 long headlines

Recommended: 2

Red X icon
Descriptions

1-5 descriptions

Recommended: 4

yes, confirmed
Business name 1 name yes, confirmed
Call to action 1 call to action yes, confirmed
Final URL 1 URL Red X icon
Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user's search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets.

Image Assets

Ratio Quantity Required

Landscape

1.91:1

1-20 images

Recommended: 4

yes, confirmed

Square

1:1

1-20 images

Recommended: 4

yes, confirmed

Logo

1:1

1-5 images

Recommended: 1

yes, confirmed

Logo

4:1

1-5 images

Recommended: 1

Red X icon

Portrait

4:5

1-20 images

Recommended: 2

Red X icon
Note: Upload images as .jpg or .png with a maximum size of 5MB. Some images are optional but will help your campaign stand out with excellent ad strength.

Video Assets

Ratio Quantity Required

Landscape

16:9

1-5 videos

Recommended: 1

Red X icon

Square

1:1

1-5 videos

Recommended: 1

Red X icon

Vertical

9:16

1-5 videos

Recommended: 1

Red X icon
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 assets and don't want to use the auto-generated videos, you can use the Google Ads video creation tool to create a video that you can use in your Performance Max campaign. Learn how to Create a video using Asset library.

Example of how asset groups can be used:

Create multiple asset groups within the same campaign to group assets that should serve in sets or themes. Separating asset groups by content category, theme, language, or target audience is recommended. You may also want to create multiple asset groups if certain assets are more relevant to specific audiences.

Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user’s search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets.

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.


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