Performance Max Assets: Types, Best Practices and Requirements

Google’s Performance Max is a hit with advertisers. They witnessed a 22% increase in conversions and a 20% drop in CPA (cost-per-acquisition). 

Wondering how you can achieve that? The answer lies in using PMax’s creative assets.

These assets include enhancing tools and media that make your ad campaigns more appealing across the Google Display Network–Search, YouTube, Discover, etc. 

Utilizing Google’s AI, the assets use machine learning models to tailor your ad campaigns for maximum engagement. 

To get the most out of it, we will explore Google ads performance max assets groups, specs, their optimization, and more. Let’s get started!

Performance Max Assets Overview

Let’s break down PMax assets and grasp the basics in detail:

What are Performance Max Assets?

Performance Max assets are different content types used in a Performance Max campaign, including Performance Max for store goals, which help drive visits to physical locations.

There are different types of assets, namely:

• Images
• Videos
• Texts
• Ad extensions
• CTAs (call-to-action)
• Final URL
• Business Name

Each asset has its own specifications when organizing content.

When you combine different assets, you create an ‘asset group’, which is assigned to a specific product group or target group. Like in standard ads, you have ad groups; similarly, while using PMax, you have asset groups.

You can assess their effectiveness using Performance Max reporting. 

Google will utilize AI to pick out the best combination of each asset you upload and display them to different customers based on their behavior.

Performance Max Asset Requirements in Google Ads Campaigns

PMax assets play a huge role in enriching the creative elements of an ad campaign. They enhance and make it easy for advertisers to generate campaigns. 

In traditional Search campaigns, specific ads or campaigns use ad extensions. Meanwhile, in Performance Max campaigns, they are part of the overall asset mix and applied at the campaign level.

PMax asset requirements are straightforward:

• Improving ad relevance as the assets’ focus is more on matching the shoppers’ intent. 
• Well-crafted assets support different PMax ad placements, especially for Search, Display, Discover, and YouTube ads. 
• Shoppers can directly take action on ads, such as buying, calling, or visiting your online store. 
• Additionally, PMax’s advanced automation features help scale your ads better with search themes and audience signals.

Characteristics of PMax Assets

These are the characteristics that work as the foundation for PMax assets: 

• Google utilizes machine learning to generate certain automated assets. You can choose to opt out of them.
• You can improve these assets with generative AI, which can edit headlines, long headlines, and images in real-time. 
• Each campaign has a minimum number of assets required for each asset type.
• These assets are added in an asset group, which are utilized in Performance Max campaigns.

Further Reading: Don’t limit your advertising reach. Learn various ways to optimize your PMax campaigns to get the best results.

Types of Performance Max Assets 

There are three main types of assets in Performance Max. Let’s discuss them in detail: 

PMax Text Assets

Texts add textual information to convey the central message of the ad. They usually contain headlines, long headlines, descriptions, a landing page, the display URL path, a CTA, and the business name. 

Here are the specifications for text-based assets: 

PMax Image Assets

Image assets are crucial as they contain product images, brand logo, ad images, etc. They are known for enhancing your ad campaigns, as the first thing a shopper notices is the image. 

Shoppers understand your business better with the image assets. Here are its specifications at a glance: 

PMax Video Assets

The video inventory serves as an extra element to the ad campaign. Shoppers may understand how to use your product or how it looks. 

Here are its specifications at a glance:

PMax Asset Groups

In the previous section, we briefly discussed PMax asset groups. Let’s explore the topic further to understand it.

What are Performance Max Asset Groups?

An asset group holds a bunch of creatives centered around a theme–it contains a combination of images, logos, headlines, descriptions, and videos. These creatives are used to create different ads and are unique to the Performance Max campaign.

Asset groups in Performance Max consist of similar assets in theme or target only one kind of target audience. Each asset group can only belong to a single campaign. 

The assets function as the source for content in different ad formats displayed across all channels, varying according to the channel’s requirements. 

Benefits of Using Asset Groups

Asset groups help sort assets in one consolidated place. Using them has several benefits:

• Asset groups become useful when targeting a specific audience signal, boosting conversions and ROAS. 
• Organizing campaigns by theme, audience type, or category is easy. It eases ad management. 
• Automatically combine all assets to generate different ad formats which can run across the Google Display Network. 
• Using asset groups can improve click-through rate, ensuring the texts, images, etc., used in the campaigns are accurate. 

How To Create An Asset Group?

The process is straightforward. Here’s how you can create your asset group:

1. Go to Google Ads account > + New Campaign > Choose an objective > Performance Max. 

2. Select a Merchant Center account and name your campaign. After you’ve completed bidding and campaign settings, enter the asset generation section. Add your store’s final URL (the destination URL).
   
   Your asset fields will automatically get filled. You can generate assets using generative AI, which will reflect in the asset groups section.
   
3. Next, enter the asset group. Give the asset group a name and add headlines, long headlines, descriptions, images, and videos related to a single theme or audience.
   
   PMax assembles the assets into ad formats that are aligned with your ad goals. Here’s how an asset group looks:

4. The created ads are directed to the Final URL. This also activates URL expansion.
   
   When the Final URL expansion is active, additional URLS on your online store will come into use.

Please remember that only one asset group can be set before publishing a PMax campaign. Additional asset groups can be added later.

Performance Max Assets Best Practices & Optimization

To make relevant ads that display across the Google Display Network, it is essential to optimize every asset. 

In this section, we will explore PMax assets best practices and optimization strategy for improving the overall performance of your Performance Max campaign. Let’s get started. 

Performance Max Text Asset Best Practices

Let’s understand what it takes to create good quality, optimized texts for PMax ads: 

• Personalize text & use dynamic values

Personalize your text asset content and utilize dynamic values to make it more relevant and personalized for individual users.

• Incorporate text variations

Add the highest number of text variations possible to test and optimize based on the results of different combinations.

• Market research to gain an edge

Do thorough market research, brainstorm different ideas for your textual elements, and captivate your audience’s attention. Getting their attention will encourage them to engage with your ad.

• Correct CTA linking

If you choose the call to action yourself, ensure that it is linked to what is displayed in your copy.

Performance Max Image Asset Best Practices 

We have incorporated Google’s guidelines for complete PMax Image Assets optimization, which include the following: 

• Use both image assets & dynamic image assets:

Google advises using both advertisers’ personally uploaded and dynamic image assets. Both must follow strict quality guidelines and relevance checks. Both image assets are eligible for advertisement. 

• Create the right image asset based on your account structure

Keep account structure in mind. At the campaign level, you get faster implementations in cases where images are relevant to all ads within the campaign. 

• Add 4+ unique images to the Ad Group or Campaign

Add at least 4 unique and relevant images at either the Ad Group level or Campaign level (in the case of PMax) to find a good balance between image asset creation and performance.

• Implement images with both kinds of aspect ratios

Use both square (1×1) and landscape (1.91×1) images. Give importance to square images since that ratio is required. You’re allowed to use landscape images to enable more display through testing and experiments.

• Add relevant images

Add appropriate, relevant images that cover every aspect of your product efficiently. Ensure your image assets convey unique selling points and provide a positive shopping experience. 

• Focus on quality

Quality is key. Keep backgrounds simple or relevant to the ad’s theme. Do not overdo or add elements that distract shoppers from the product’s specifications. 

• Experiment with Creatives

Experiment with assets and understand what works for your brand. Use different features to enhance the visuals of your ad images. 

While working with assets, experimenting in PMax campaigns has proven beneficial for many advertisers. 

How do Performance Max differ from other campaign types? Find out here: Demand Gen vs Performance Max Performance Max vs Standard Shopping Performance Max vs Search Campaign Performance Max vs Smart Shopping

Performance Max Video Asset Best Practices 

Here are the best practices you must follow for PMax video assets:

• Add audio (optional)

Adding audio to video assets can be a game-changer. It can increase engagement and make the videos appealing to your audiences.

• Experiment with different aspect ratios

Utilize different aspect ratios and test them on various platforms to see what works best for you. Additionally, like in image assets, you can add information or clips about upcoming events and promotions to boost awareness for your store and its products.

• Add thumbnail

Remember to add your thumbnail logo to your video ads. It will serve as your potential customers’ first point of contact and can help you build your brand image.

• Run tests before publishing ads

Test short and long videos to determine what works better for your users. Then, try applying video enhancements to get the best results. 

PMax Asset Group Best Practices

Here are Google’s best practices for all asset groups that fall under Performance Max:

• Google offers Ad Strength, which helps determine if your asset group has enough assets to drive results. After editing assets, wait a few days for Ad Strength and the Asset group to be updated. Wait for 2-3 weeks before replacing low-performance assets. 
• All asset types should be covered in every asset group you create. Assets must meet quality guidelines. 
• Advertisers should develop different asset variations to test and find the best-performing creative. 
• Use up all assets. Add all 15 headlines, 5 descriptions, 20 images (advertiser-uploaded and dynamic images) & 5 videos. 
• If an asset is created in the Google Ads Editor, you can only add a listing/product group in the Editor.

Conclusion

This blog has extensively covered the different types of assets, and their importance. We have also provided some tips to optimize and fully utilize each asset for improved performance. This guide has also covered a few other tips that can be helpful when running a performance max campaign.

We hope it was valuable and informative. If you need any further help, don’t hesitate to contact us.

Check Out These Related Articles:

• Google Ads Callout Assets
• Performance Max: Feed-Only vs All Assets [Guide]
• Understanding Local Inventory Ads to Boost Your Store Sales
• How to Implement Dayparting in Google Ads
• Performance Max Best Practices
• Google Shopping Feed Examples To Optimize Your Ads

FAQs

How can I optimize my Performance Max assets for better ad performance?
Use a variety of high-quality assets, customize for platforms, and monitor performance to make data-driven improvements.

How do I troubleshoot low asset performance in a Performance Max campaign?
Review quality, test variations, and analyze performance data for actionable insights.

Why is it important to use a variety of asset types in Performance Max campaigns?
Different audiences engage with different formats, so variety boosts reach and effectiveness.

How can I measure the effectiveness of my Performance Max assets?
Track CTR, conversions, and ROAS; adjust strategies accordingly.

What are the common mistakes to avoid when creating assets for Performance Max campaigns?
Avoid low-quality visuals, a lack of variation, and neglecting platform-specific formats.

How do I ensure my Performance Max assets are aligned with my brand identity?
Maintain consistent style, tone, and visual branding across all assets.

What role does audience targeting play in the success of Performance Max assets?
It ensures assets reach relevant users, increasing engagement and conversions.

What types of image assets are required?
For Image assets, in every group you are required to add 1 landscape image, 1 square image and 1 square logo image.

What types of text assets are required?
For text assets you are required, to add 3 headlines, 1 long headline, 3 descriptions, 1 Call to action, 2 display path URLs and a business name in every asset group.