Our guided troubleshooter can help you identify, explain and address potential causes of unexpected fluctuations in your Performance Max campaign spending.
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Performance Max uses Google AI to help you drive growth in conversions and value through bidding, targeting, creatives and attribution. It's designed to perform across a wide range of marketing objectives and media channels. Because of this, we recommend using the following best practices to set up your Performance Max campaigns for optimal results.
This article explains best practices for all business types.
For additional best practices, review:
- Best practices for online sales (non-shopping)
- Best practices for lead generation
- Best practices for shop goals
- Best practices for retail advertisers with online sales goals using a Merchant Center feed
Best practices for all business types
- Campaign duration: Run campaigns for at least six weeks to allow the machine learning algorithm to ramp up and have sufficient data to compare performance.
- Audience signal: Performance Max is powered by machine learning. Use relevant audience lists as signals to speed up machine learning ramp-up and enhance your campaign’s results. Use remarketing lists, custom intent, Customer Match and similar segments as signals.
- Assets: Use as many assets as possible. Add at least 20 text assets (15 headlines, 5 descriptions), at least 7 image assets (3 landscape images, 3 square images, and 1 portrait image) and at least 1 video asset (either your own or one created using the video creation tool during campaign setup) to your asset group. Learn more about how to Build an asset group.
Note: Brand representation and controls, including business logos and business information, have been consolidated at the campaign level. To get the most out of your Google Ads experience, make sure that you aren’t running campaigns with logos and business information split across different asset groups. Learn more about business logo specifications and business information.
