How asset groups work

Performance Max campaigns - asset groups

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An asset group is a collection of creatives centered on a theme or related to a target audience in a Performance Max campaign. The creatives of your asset group are used to assemble all of your ads and build an inventory for all applicable ad formats for your advertising objective.

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. You may create multiple asset groups per campaign to group assets by theme or to group assets with different targeting.

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.

Group asset groups by similar themes and audiences

Many advertisers find it helpful to base their asset groups on the sections, categories, or themes that appear on their website.

It’s recommended to base your asset groups on the sections or categories of the products that appear on your website.

Listing groups

Listing groups are part of a campaign’s asset group. They're made up of listings, which includes both products and collections (groups of products, assets, and rich retail data that represent a category landing page on your website).

How listing groups work

Listing groups organize your listings by the attributes assigned to them in Merchant Center. You can use them to manage which listings are included in your campaigns. Learn how to Manage a Performance Max campaign with listing groups

Asset group requirements

Text specifications

Add 1 final URL	Add up to 5 headlines	Add up to 5 long headlines
Add up to 4 descriptions	Add 1 business name	Add 1 call-to-action
	Add up to 2 display URL paths

Image specifications

Add 4 landscape images 5120KB maximum file size Further supported for serving on image search mode only	Add 4 square images 5120KB maximum file size Note: Images that do not meet this aspect ratio can be uploaded and cropped within the interface.	Add 4 square images 5120KB maximum file size For campaigns with Store Visits only
Add 2 portrait images	Add 1 square logo 5120KB maximum file size	Add 1 landscape logo 5120KB maximum file size

Legend: Asset recommendations Maximum total number for all images: 20 Maximum total number for all logos: 5

File formats: JPG or PNG	Minimum resolution: Recommended is 1200x1200 pixels	5120KB maximum file size	Recommended image safe area: Put your content in the center 80% of the image

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.

	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 Add up to 5 videos

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 - 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, however if you have an issue with the resizing please contact Google support to help you opt out of this service.

Assets specifications

Though no assets are required to launch a Performance Max campaign, adding them can incentivize users to take an action on your ad. Learn more About assets.

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, 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. Add as many assets as possible, including up to 15 headlines, 5 descriptions, images in different orientations, and videos in different orientations. Refer to the tables below for more information:

Text asset specifications

	Type	Minimum Requirement	Recommended	Maximum
	Headlines	3 headlines	11 headlines	15 headlines, 30 characters each
	Long headline	1 headline	2 headlines	5 headlines, 90 characters each
	Descriptions	3 descriptions	4 descriptions	5 descriptions, 90 characters each
	Business name	1 name	1 name	1 name, 25 characters
	Call to action	1 call to action	1 call to action	Length is automated
	Final URL	Not required	1 URL	2,048 characters
	Display URL path	2 URLs	1 URL	2 URLS, 15 characters each

Note: In text assets, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as 2 towards the limit instead of one.

Images asset requirements

	Type	Minimum Requirement	Recommended	Maximum
	Landscape 1.91:1	1 image	4 images 1200 x 628 pixels (min 600 x 314 pixels)	20 images
	Square* 1:1	1 image	4 images 1200 x 1200 pixels (min 300 x 300 pixels)	20 images
	Portrait image 4:5	✕	2 images 960 x 1200 pixels (min 480 x 600 pixels)	20 images
	Landscape logo* 4:1	✕	1 image 1200 x 300 pixels (min 512 x 128 pixels)	5 images
*Logos with a transparent background may be rendered on a white background when served in most ads. For this reason, we recommend you upload logos as a square image and to avoid a predominantly white logo on a transparent background.

Videos asset requirements

	Ratio	Minimum Requirement	Recommended	Maximum
	Landscape 16:9 10-60 seconds	✕	1 video	5 videos across all types
	Vertical 9:16 10-60 seconds	✕	1 video	5 videos across all types
	Square 1:1 10-60 seconds	✕	1 video	5 videos across all types

Note: Our system is able to automatically generate videos based on the assets provided. However, we still recommend that advertisers upload at least one video themselves.

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 URLs. You can create a single asset group with audience signals or you can also create multiple asset groups for different final URLs.

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.

Related links

• About asset group reporting
• About asset reporting in Performance Max
• Conversion reporting by asset in Performance Max campaigns