For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
Performance Max campaigns allow you to promote your products or services across the Google Network by creating one easy-to-manage campaign.
This article will guide you through the simple process of creating a Performance Max campaign. It also includes links to topics that can help you learn more about how to optimize your Performance Max campaign. Learn more About Performance Max campaigns.
Instructions
Below you'll find the steps to create a Performance Max campaign for advertisers with online sales, store goals, omnichannel goals, or lead generation goals.
Performance Max will show as a campaign type selection if your advertising objective is “Sales”, “Leads”, “Website traffic“, “Local store visits and promotions”, or if you create a campaign without a goal’s guidance.
Optimize your campaign as you create it
As you create your campaign, you may receive notifications based on your setting selections. These notifications may alert you of issues that can result in decreased performance or that may be significant enough to prevent you from publishing your campaign.
The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn how to Set up your campaign for success.
For advertisers with online sales or lead generation goals
1. Create a new campaign and choose your goal
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Campaigns.
- Click the plus button
, then select New campaign.
- Select an advertising objective for your campaign. If none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
- Confirm the conversion goals for your campaign. Your account goals will be default prepopulated, but you can remove these or add new goals.
- Select Performance Max as your campaign type.
- Enter a campaign name.
- Click Continue.
Learn how to Set up conversion tracking for your website.
Keep in mind
- Irrelevant or stale goals: If you notice any irrelevant goals, use the 3-dot icon
to edit or remove the goal. In case of stale goals, go to “Goals” and then to “Conversions” to update your account-level conversion goals. Updating your conversion goals will help you to get the best performance and you don’t have to continually remove them from your targeted goals.
- Conversion value: It's a best practice to set values for your conversions when each conversion is worth a different amount to your business or when you select more than one goal and those goals have different values. For example, if your campaign is optimizing towards both phone calls and website actions, you can set the value for phone calls as your average sale order value. Google's AI then optimizes towards the goals that will drive the most return on ad spend (ROAS). Learn more About conversion values.
- Performance Max only supports account level or campaign level tracking template. Any tracking template at the lower level, such as ad group or product group, will be removed in the migration.
to edit or remove the goal. In case of stale goals, go to “Goals” and then to “Conversions” to update your account-level conversion goals. Updating your conversion goals will help you to get the best performance and you don’t have to continually remove them from your targeted goals.2. Set your budget and bidding
- In the "Budget and bidding" section, enter the average amount you want to spend each day.
- Scroll to the “Bidding” section, and select a bid strategy.
- Conversions: If you select the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter. Learn more About Target CPA bidding.
- Conversion Value: If you select the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter. Learn more About Target ROAS bidding.
- Click Next to go to “Campaign settings”.
Setting your budget
Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget that you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits.
For Performance Max, we suggest trying an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. Check your account daily to know how your campaigns have performed so far.
On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by the days when your spend is below your average daily budget.
You can set an average daily budget for your campaigns, with the flexibility to change it at any time.
Setting your bid strategy
Based on your specified performance goal, Performance Max will help set the right bids for every auction and optimize the campaign to deliver against that performance goal.
If you’re tracking values with your conversions, we recommend you to use the “Maximize conversion values” bid strategy. If you aren’t tracking values and care about all of your conversions equally, we recommend using “Maximize conversions” bid strategy.
Learn how to Choose your bid and budget.
3. Add your location and languages in campaign settings
- On the “Campaign settings” page, select the location to target under “Locations”.
- Select Enter another location, enter the name of the place you want to target, then select Target or Exclude.
- If you want to target specific places within a location, select Nearby and again select Target or Exclude locations.
- Under “Languages”, select the language you want your ads to serve in.
- Note: You can select multiple languages to show your ads to specific sets of customers.
To set your ad scheduling, campaign start and end dates, and URL settings use the “More settings” area.
Final URL expansion
If URL expansion is turned on for your campaign, your final URL may be replaced with a more relevant landing page from your final URL domain with a relevant dynamic headline, description, and additional assets based on customer intent. By turning on the URL expansion feature, you can increase your campaign’s ability to serve. Learn more about Final URL expansion with Performance Max
More settings
Ad scheduling
Use ad scheduling to determine the number of days and hours your ad will show. For some goals, you may want your ad to only show during business hours or when you are available to handle customer inquiries.
- Learn more About ad scheduling.
- Learn how to Create an ad schedule.
Exclude brand traffic
You can prevent your Performance Max campaign ads from serving for specific brand searches (including misspellings) by creating a Brand list in your account and applying it to your Performance Max campaign. Learn how to Manage a brand list.
Follow the steps below to apply brand lists to your Performance Max campaign:
- If you’re creating a Performance Max campaign or editing an existing one, click Settings, then scroll down and click Additional settings.
- Click to expand Brand exclusions.
- Click into the field and start typing to search or select the brand list that you want to apply to the campaign. If you selected an existing list, go to step 5.
- If you haven’t set up any brand lists in your account yet, click +New brand list.
- Enter the name of the list.
- Add brands to your list.
- Click Save.
- Click Next to continue creating your Performance Max campaign.
Campaign URL options
The tracking template is where you put tracking information. You can use URL parameters within the template to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.
4. Build your asset group
- On the “Asset group” page, enter a unique asset group name.
- Build your asset group by adding the following details.
| Asset | Recommended asset guidelines |
|---|---|
| Images | Add up to 15 images. |
| Logos | Add up to 5 logos. |
| Videos |
Add up to 5 videos. If you choose to upload horizontal videos, they may be cropped or rotated to be able to serve in square or vertical formats. Note: If you don’t upload a video, one will be auto-generated from the other creative assets in your asset group. To opt out of this service, you can upload your own video during campaign construction or after your campaign has launched. If you don’t have a video asset and don’t want to use the auto-created one, 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. |
| Headlines | Add up to 5 headlines (maximum 30 characters). |
| Long headlines | Add up to 5 long headlines (maximum 90 characters). |
| Descriptions | Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each. |
| Call to action |
Select a call to action that aligns with your goals such as “sign up” or “subscribe”. |
| Business name | Add the name of your business or brand, which appears in the text of your ad. |
| Ad URL options |
Add the pathway for your display URL and choose a different final URL for mobile. |
| Final URL | Your ads will be directed to the Final URL. 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 |
You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Google's AI will assemble your assets into all applicable formats and show the most relevant ad creative.
Learn how to Build an asset group.
.Audience signals
Audience signals allow you to add audience suggestions that help Google Ads' AI optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google's AI on the ideal way to optimize your campaign.
- Learn more about how to Build audience signals.
- Learn more about how to Use the Audience builder to reach the right audience for each campaign and ad group.
Ad strength
Ad strength is an indication of the relevance and range of your ad creative combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.
5. Add ad assets
Ad assets expand your ads and give people more reasons to view your ads or take action on them. Assets add useful business data below your ad, including locations, additional links, prices, and more. For this reason, assets are recommended in Performance Max campaigns. Learn more About assets.
In Performance Max campaigns, ad assets are tied to specific marketing goals and will be featured more prominently based on the campaign’s goal.
- Ad assets can be information that gives the user an opportunity to learn more about your business.
- Ad assets can also be actions that invite the user to do more than visit the website. Some actions covered may be to call the business, submit a lead form, or view locations.
- Ad assets invite the user to gather more information about the business or extend interaction between the business and user.
6. Publish your campaign
Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Select Publish Campaign to complete the process.
For advertisers with online sales goals using a Merchant Center feed
Before you begin
-
Make sure your Merchant Center account is set up with the required product information, such as business details, tax information (US only), verified and claimed website, shipping settings, feed with all of your product information. Learn more about how to Sign up for Google Merchant Center.
-
Make sure your Google Ads account is linked to your Merchant Center account. Learn more about how to Link a Google Ads account to Merchant Center.
If you have online sales goals using a Merchant Center feed, you can follow the steps mentioned below on how to create a Performance Max campaign.
1. Create a new campaign and choose your goal
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop down in the section menu.
- Click Campaigns.
- Click the plus button
- Select an advertising objective for your campaign. If none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
- Confirm the conversion goals for your campaign. Your account goals will be default prepopulated, but you can remove these or add new goals.
- Select Performance Max as your campaign type.
- Select your Merchant Center account and country or feed label where products are sold.
- Enter a campaign name.
- Select Continue.
Learn more about how to Set up conversion tracking for your website.
Keep in mind
- Irrelevant or stale goals: If you notice irrelevant goals, use the 3-dot icon
- Conversion value: It's a best practice to set values for your conversions when each conversion is worth a different amount to your business or when you select more than one goal and those goals have different values. For example, if your campaign is optimizing towards both phone calls and website actions, you could set the value for phone calls as your average sale order value. Google's AI then optimizes towards the goals that will drive the most return on ad spend (ROAS). Learn more About conversion values.
- Performance Max only supports account level or campaign level tracking template. Any tracking template at the lower level, such as ad group or product group, will be removed in the migration.
2. Set your budget and bidding
- In the "Budget and bidding" section, enter the average amount you want to spend each day.
- Scroll to the “Bidding” section and select a bid strategy.
- Conversions: If you select the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter. Learn more About Target CPA bidding.
- Conversion Value: If you select the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter. Learn more About Target ROAS bidding.
- If you choose to optimize your store goals campaign for acquiring new customers, note that the campaign will serve to new customers based on:
- Past online purchase conversions.
- Existing customer lists shared through “Customer Match”.
You can find details of new customer acquisition in the “Conversions Summary Acquisition” panel. Note that the only new customer acquisition mode that is compatible with store goals is the "New customer only" mode. If you select the "New customer value" mode, the campaign will not optimize towards new customer acquisition and will run as a standard Performance Max campaign.
Setting your budget
Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget that you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits.
For Performance Max, try an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. Check your account daily to know how your campaigns have performed so far.
On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by days when your spend is below your average daily budget.
You can set an average daily budget for your campaigns, with the flexibility to change it at any time.
Setting your bid strategy
Based on your specified performance goal, Performance Max will help set the right bids for every auction and optimize the campaign to deliver against that performance goal.
If you’re tracking values with your conversions, we recommend using the “Maximize conversion values” bid strategy. If you aren’t tracking values and care about all of your conversions equally, we recommend using “Maximize conversions” bid strategy.
Learn how to Choose your bid and budget.
3. Add your location and languages in campaign settings
- On the “Campaign settings” page, select the location to target under “Locations”.
- Select Enter another location, enter the name of the place you want to target, then select Target or Exclude.
- If you want to target specific places within a location, select Nearby and again select Target or Exclude locations.
- Under “Languages”, select the language you want your ads to serve in.
- You can select multiple languages to show your ads to specific sets of customers.
To set your ad scheduling, campaign start and end dates, and URL settings use the “More settings” area.
More settings
Ad scheduling
Use ad scheduling to determine what days and hours your ad will show. For some goals, you may want your ad to only show during business hours or when you are available to handle customer inquiries.
- Learn more About ad scheduling.
- Learn how to Create an ad schedule.
Final URL expansion
If URL expansion is turned on for your campaign, your final URL may be replaced with a more relevant landing page from your final URL domain with a relevant dynamic headline, description, and additional assets based on the customer intent. By turning on the URL expansion feature, you can increase your campaign’s ability to serve. Learn more about Final URL expansion with Performance Max.
Exclude brand traffic
You can prevent your Performance Max campaign ads from serving for specific brand searches (including misspellings) by creating a Brand list in your account and applying it to your Performance Max campaign. Learn how to Manage a brand list.
Follow the steps below to apply brand lists to your Performance Max campaign:
- If you’re creating a Performance Max campaign or editing an existing one, click Settings, then scroll down and click Additional settings.
- Click to expand Brand exclusions.
- Click into the field and start typing to search or select the brand list that you want to apply to the campaign. If you selected an existing list, go to step 5.
- If you haven’t set up any brand lists in your account yet, click +New brand list.
- Enter the name of the list.
- Add brands to your list.
- Click Save.
- Click Next to continue creating your Performance Max campaign.
Campaign URL options
The tracking template is where you put tracking information. You can use URL parameters within the template to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.
4. Build your asset group
Providing creative is optional for retailers with a Google Merchant Center feed. We may auto-generate assets on your behalf, though you can launch without providing any assets in the asset group. Adding these will allow your campaign to maximally serve across surfaces and achieve optimal performance (recommended). Listing groups are required and will default to all products in the specified Merchant Center account.
- On the “Asset group” page, enter a unique asset group name.
- Confirm Listing groups for the campaign. Listing groups allow you to select which products will show in your Performance Max campaigns's ads. The default will be all products in your attached Google Merchant Center account, but if you wish to only use a selection of products follow the steps below:
- Click the pencil icon
next to "All products".
- Select Use a selection of products in your ads.
- You can select products by Category, Brand, Item ID, Condition, Product type, Channel or Custom labels from the dropdown. You can also choose values in bulk by manually entering product types separated by line breaks.
- Check products that you want to include in your Performance Max ads and they'll appear in the column to the right. To remove products, click the
next to the product group.
- Click Save to finish setting up your Performance Max campaign.
next to "All products".
next to the product group.- Build your asset group by adding the following details.
| Asset | Recommended asset guidelines |
|---|---|
| Images | Add up to 15 images. |
| Logos | Add up to 5 logos. |
| Videos |
Add up to 5 videos. If you choose to upload horizontal videos, they may be cropped or rotated to be able to serve in square or vertical formats. Note: If you don’t upload a video, one will be auto-generated from the other creative assets in your asset group. To opt out of this service, you can upload your own video during campaign construction or after your campaign has launched. 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. |
| Headlines | Add up to 5 headlines (maximum 30 characters). |
| Long headlines | Add up to 5 long headlines (maximum 90 characters). |
| Descriptions | Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each. |
| Call to action |
Select a call to action that aligns with your goals such as “sign up” or “subscribe”. |
| Business name | Add the name of your business or brand, which appears in the text of your ad. |
| Ad URL options |
Add the pathway for your display URL and choose a different final URL for mobile. |
| Final URL | Your ads will be directed to the Final URL. 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. |
You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Google's AI will assemble your assets into all applicable formats and show the most relevant ad creative.
Learn how to Build an asset group.
.Audience signals
Audience signals allow you to add audience suggestions that help Google Ads' AI optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google's AI on the ideal way to optimize your campaign.
Learn more about Audience signals.
Ad strength
Ad strength is an indication of the relevance and range of your ad creative combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.
5. Add ad assets
Ad assets expand your ads and give people more reasons to view your ads or take action on them. Assets add useful business data below your ad, including locations, additional links, prices, and more. For this reason, assets are recommended in Performance Max campaigns.
The “Assets” page in Performance Max displays a recommendation of ad assets related to your set goals. Learn How to select additional assets to use.
In Performance Max campaigns, ad assets are tied to specific marketing goals and will be featured more prominently based on the campaign’s goal.
- Ad assets can be information that gives the user an opportunity to learn more about your business.
- Ad assets can also be actions that invite the user to do more than visit the website. Some actions covered may be to call the business, submit a lead form, or view locations.
- Ad assets invite the user to gather more information about the business or extend interaction between the business and user.
6. Publish your campaign
Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Click Publish Campaign to complete the process.
For advertisers with a store goal
If you have a store goal, you can follow the steps mentioned to create a Performance Max campaign.
For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
1. Create a new campaign and choose your goal
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop down in the section menu.
- Click Campaigns.
- Click the plus button
- Select an advertising objective for your campaign (Local store visits and promotions for store goals). If none of the goals fit what you’re looking for, select Create a campaign without a goal’s guidance.
- Select Performance Max as your campaign type.
- Confirm the conversion goals (store visits, contacts (Google hosted), or directions for store goals) for your campaign. Your account goals will be default prepopulated, but you can remove these or add new goals.
- Note: You can select to use store visits or store sales as your account or campaign goals, but you can’t select both at the same time. If store visits or store sales is your only goal and you’d like to switch between them, make sure to first add a non-store conversion goal, then remove the existing store visits or store sales goal before adding the desired store visits or store sales goal. You can remove the non-store goal afterwards.
- Accounts eligible for store visits will not be able to remove store visits as a goal in the Local store visits and promotions for store goals campaign creation option. If you wish to only optimize towards local actions (contacts or directions), despite being eligible for store visits (recommended), select Create a campaign without a goal’s guidance.
- Select store locations as your campaign feed.
- In the campaign feeds section, select which store locations to target.
- For Business Profile, you can target all locations in the account by selecting Use all locations (# listing). You can target a subset of store locations by selecting Use location groups. Use an existing location group or create a new location group by selecting New location group. Learn how to Create and manage location groups.
- For affiliate locations, choose an existing location group or create a new one. To target all locations within an affiliate location asset, select Use all locations (# listings). To target a subset of locations from the asset, select Use location groups. Learn how to Create and manage location groups.
- Important: Geographic targeting will be inferred based on the physical business locations specified for your campaign, and therefore is not recommended when store goals are applied. If needed, you can exclude certain geographic locations from your campaign.
- Enter a campaign name.
- Click Continue.
Learn how to Set up conversion tracking for your website.
Keep in mind
- Irrelevant or stale goals: If you notice irrelevant goals, use the 3-dot icon
- Conversion value: It's a best practice to set values for your conversions when each conversion is worth a different amount to your business or when you select more than one goal and those goals have different values. For example, if your campaign is optimizing towards both phone calls and website actions, you could set the value for phone calls as your average sale order value. Google's AI then optimizes towards the goals that will drive the most return on ad spend (ROAS). Learn more About conversion values.
- Advertisers using store sales measurement are able to receive dynamic store sales conversion value reporting where eligible but we still recommend updating the default conversion value which may be used in some cases. Learn more About store sales measurement.
2. Set your budget and bidding
- In the "Budget and bidding" section, enter the average amount you want to spend each day.
- Scroll to the “Bidding” section and select a bid strategy.
- Conversions: If you select the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter. Learn more About Target CPA bidding.
- Conversion Value: If you select the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter. Learn more About Target ROAS bidding.
- If you choose to optimize your store goals campaign for acquiring new customers, note that the campaign will serve to new customers based on:
- Past online purchase conversions.
- Existing customer lists shared through “Customer Match”.
You can find details of new customer acquisition in the “Conversions Summary Acquisition” panel. Note that the only new customer acquisition mode that is compatible with store goals is the "New customer only" mode. If you select the "New customer value" mode, the campaign will not optimize towards new customer acquisition and will run as a standard Performance Max campaign.
- Click Next to go to “Campaign settings”.
Setting your budget
Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits.
For Performance Max, try an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. You can monitor your campaign’s performance regularly as desired. However, we recommend waiting for 1–2 complete conversion cycles before fully assessing your campaign performance.
On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by days when your spend is below your average daily budget.
You can set an average daily budget for your campaigns, with the flexibility to change it any time.
Setting your bid strategy
Based on your specified performance goal, Performance Max will help set the right bids for every auction and optimize the campaign to deliver against that performance goal.
If you’re tracking values with your conversions, we recommend using the “Maximize conversion values” bid strategy. If you aren’t tracking values and care about all of your conversions equally, we recommend using “Maximize conversions” bid strategy.
Learn how to Choose your bid and budget.
3. Add your location and languages in campaign settings
- On the “Campaign settings” page, select the location to target under “Locations”.
- Select Enter another location, enter the name of the place you want to target, then select Target or Exclude.
- If you want to target specific places within a location, select Nearby and again select Target or Exclude locations.
- Under “Languages”, select the language you want your ads to serve in.
- You can select multiple languages to show your ads to specific sets of customers.
To set your URL settings, use the “More settings” area.
More settings
Ad scheduling
Ad scheduling isn't available in campaign construction for campaigns with store goals applied.
Final URL expansion
If you’re adding only store goals, such as store visits, contacts and direction clicks to a campaign, final URL expansion won't be supported.
Exclude brand traffic
You can prevent your Performance Max campaign ads from serving for specific brand searches (including misspellings) by creating a Brand list in your account and applying it to your Performance Max campaign. Learn how to Manage a brand list.
Follow the steps below to apply brand lists to your Performance Max campaign:
- If you’re creating a Performance Max campaign or editing an existing one, click Settings, then scroll down and click Additional settings.
- Click to expand Brand exclusions.
- Click into the field and start typing to search or select the brand list that you want to apply to the campaign. If you selected an existing list, go to step 5.
- If you haven’t set up any brand lists in your account yet, click +New brand list.
- Enter the name of the list.
- Add brands to your list.
- Click Save.
- Click Next to continue creating your Performance Max campaign.
Campaign URL options
The tracking template is where you put tracking information. You can use URL parameters within the template to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.
4. Build your asset group
- On the “Asset group” page, enter a unique asset group name.
- Build your asset group by adding the following details.
| Asset | Recommended asset guidelines |
|---|---|
| Images | Add up to 15 images. |
| Logos | Add up to 5 logos. |
| Videos |
Add up to 5 videos. If you choose to upload horizontal videos, they may be cropped or rotated to be able to serve in square or vertical formats. Note: If you don’t upload a video, one will be auto-generated from the other creative assets in your asset group. To opt out of this service, you can upload your own video during campaign construction or after your campaign has launched. 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. |
| Headlines | Add up to 5 headlines (maximum 30 characters). |
| Long headlines | Add up to 5 long headlines (maximum 90 characters). |
| Descriptions |
Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each. Note: Long descriptions (>60 characters) are not currently supported in local formats. |
| Call to action |
Select a call to action that aligns with your goals such as “sign up” or “subscribe”. |
|
Business name |
Add the name of your business or brand, which appears in the text of your ad. |
| Ad URL options |
Add the pathway for your display URL and choose a different final URL for mobile. |
| Final URL | Your ads will be directed to the Final URL. 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. |
You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Google's AI will assemble your assets into all applicable formats and show the most relevant ad creative.
Learn how to Build an asset group.
.Audience signals
Audience signals allow you to add audience suggestions that help Google Ads' AI optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google's AI on the ideal way to optimize your campaign.
- Learn more about Audience signals.
- Learn more about Use the Audience builder to reach the right audience for each campaign and ad group.
Ad strength
Ad strength is an indication of the relevance and range of your ad creative combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.
5. Add ad assets
Ad assets expand your ads and give people more reasons to view your ads or take action on them. Assets add useful business data below your ad, including locations, additional links, prices, and more. For this reason, assets are recommended in Performance Max campaigns. Learn more About assets.
In Performance Max campaigns, ad assets are tied to specific marketing goals and will be featured more prominently based on the campaign’s goal.
- Ad assets can be information that gives the user an opportunity to learn more about your business.
- Ad assets can also be actions that invite the user to do more than visit the website. Some actions covered may be to call the business, submit a lead form, or view locations.
- Ad assets invite the user to gather more information about the business or extend interaction between the business and user.
6. Publish your campaign
Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Click Publish Campaign to complete the process.
For advertisers with store goals using a Business Data Feed to promote local products
1. Upload Product information to Business data
- In your Google Ads account, click the Tools icon
.
- Click Business data.
- In the "Data feeds" section, click the plus icon
and click Local product feed > General products.
- Download the template for columns and instructions. Required and optional columns are listed in the table below.
- Provide a name for the feed and select a source for the feed. You can upload the source from your computer, Google Sheets, or a website.
- Preview the .csv upload. Resolve any errors, then click Apply.
Required and optional columns for data feeds
| Column | Description | Required? |
|---|---|---|
| Rank |
|
Yes |
| Product Item ID |
|
Yes |
| Title |
|
Yes |
| Description |
|
Yes |
| Item URL |
|
No |
| Image URL |
|
Yes |
| Price |
|
Yes |
| Store code |
|
Yes |
| Sale price |
|
No |
2. Use this feed or any other you have previously uploaded to your Google Ads account to promote your local products within your Performance Max for store goals campaign
Post campaign construction:
- Go to the campaign and click Campaign settings.
- Under "Objectives and goals", click Local product feed.
- Check the box next to "Use a product feed for this campaign".
- Select the name of the feed you want to use.
- Click Save.
Learn more About promotion of local products within Performance Max for store goals.
Get the most out of your Performance Max campaigns
Track conversions
Performance Max campaigns use conversion tracking of events such as online purchases, signups, purchases from phone calls, and more. Google's AI maximizes conversions or conversion value for the daily budget you set.
Use remarketing lists
It's a best practice to use remarketing lists with your Performance Max campaigns and to keep those lists updated. To ensure the best coverage for your ads, it's important to have more than 100 active users within the last 30 days and a new user within the last 2 days.
Tips:
- You can create Performance Max campaigns without conversion tracking, but your campaigns may be limited in spend.
- You can run existing Performance Max campaigns without meeting conversion tracking or remarketing requirements, but the campaign’s spend may be limited.