An asset group uses your creatives to assemble an ad depending on the channel you’re serving it on. You can organize assets groups in a variety of ways, including based on common themes or by your different products or services. Learn more about How asset groups work.
Google AI can assemble the assets from an asset group into all applicable ad formats for your goal and show the most relevant creative for your campaign. To help Google AI and your ad performance, we recommend the following best practices to set up your asset groups for optimal results.
Best practices for all asset groups
- Use the Ad Strength indicator to determine if an asset group has enough assets to drive best performance.
- Ensure that all asset types (text, images and videos) are covered in every asset group.
- Ensure your assets meet quality guidelines.
- Create variations of assets to find the top performing creative.
- After you edit your assets, wait for a few days for your Ad Strength and Asset group status to be updated. We recommend waiting 2-3 weeks before deciding to replace low performing assets.
- Add as many assets as possible, including up to 15 headlines, 5 descriptions, 20 images in different orientations, and 5 videos in different orientations.
- If you create an asset group in Google Ads Editor, you can add a listing or product group only in Editor.
Asset requirements
Each asset type has various requirements and recommendations. A quick summary of the requirements is below, but review the full specifications at the articles listed:
Text asset specifications
| Type | Guidelines | Recommended | Required | |
|---|---|---|---|---|
| Headlines | 30 characters max; include at least one with 15 characters or less | 11+ (minimum of 3, maximum of 15) | ✓ | |
|
|
||||
| Long headline | 90 characters maximum; try to make sure headlines are at least 30 characters long | 2+ (minimum of 1, maximum of 5) | ✓ | |
|
|
||||
| Descriptions | 90 characters maximum | 4+ (minimum of 2, maximum of 5) | ✓ | |
|
|
||||
| Business name | 25 characters maximum | ✓ | ||
|
|
||||
| Call to action | Automated by default, or select from a list | 1 call to action | ✓ | |
|
|
||||
| Final URL | 1 URL | ✓ | ||
|
|
||||
| Display URL path | 15 characters maximum each | 2 (minimum of 1, maximum of 2) | ✕ | |
|
|
||||
Image assets requirements
| Ratio | Guidelines | Recommended | Required | |
|---|---|---|---|---|
| Horizontal 1.91:1 | 1200 x 628 recommended; 600 x 314 minimum; 5120 KB max file size | 4+ (Add up to 20 images) | ✓ | |
|
|
||||
| *Square 1:1 | 1200 x 1200 recommended; 300 x 300 minimum; 5120 KB max file size | 4+ (Add up to 20 images) | ✓ | |
|
|
||||
| Vertical 4:5 | 960 x 1200 recommended; 480 x 600 minimum | 2+ (Add up to 20 images) | ✕ | |
|
|
||||
| Square logo 1:1 | 1200 x 1200 recommended; 128 x 128 minimum; 5120 KB max file size | 1 (Add up to 5 logos) | ✓ | |
|
|
||||
| *Horizontal logo 4:1 | 1200 x 300 recommended; 512 x 128 minimum; 5120 KB max file size | 1 (Add up to 5 logos) | ✕ | |
*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 10-60 seconds |
✕ | 1 video | 5 videos across all types |
|
|
|
||||
|
Vertical 10-60 seconds |
✕ | 1 video | 5 videos across all types |
|
|
|
||||
|
Square 10-60 seconds |
✕ | 1 video | 5 videos across all types |
|
Example of how asset groups can be used
Create multiple asset groups within the same campaign to group assets that should serve in sets or themes. Separating asset groups by content category, theme, language, or target audience is recommended. You may also want to create multiple asset groups if certain assets are more relevant to specific audiences.
