Text assets combine headlines, long headlines, a final URL, descriptions, display URLs, business names, and a call to action in unique variations to help you reach your campaign goals. You can build an asset group with text assets to share information about your product or service, direct people to your landing page, encourage a specific call-to-action, and more.
Text asset specifications
| Type | Guidelines | Recommended | Required | |
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| Headlines | 30 characters max; include at least one with 15 characters or less | 11+ (minimum of 3, maximum of 15) | ✓ | |
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| Long headline | 90 characters maximum; try to make sure headlines are at least 30 characters long | 2+ (minimum of 1, maximum of 5) | ✓ | |
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| Descriptions | 90 characters maximum | 4+ (minimum of 2, maximum of 5) | ✓ | |
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| Business name | 25 characters maximum | ✓ | ||
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| Call to action | Automated by default, or select from a list | 1 call to action | ✓ | |
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| Final URL | 1 URL | ✓ | ||
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| Display URL path | 15 characters maximum each | 2 (minimum of 1, maximum of 2) | ✕ | |
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After you upload your assets, be sure to monitor how they’re performing. Wait about 2-3 weeks to check on your Ad strength and Asset group status, then evaluate if you need to replace low-performing assets. Learn more about Asset group best practices.
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.
