Google’s default setting is to auto-generate assets on your behalf, but you can launch without assets. However, it’s recommended that you add your own assets to help your campaign to maximally serve across surfaces and help you achieve optimal performance.
If you add products from a Merchant Center account to your campaign, assets are automatically generated using your product data and you don’t have to provide additional assets. It’s recommended you still upload headlines, descriptions, and images to help Google AI automatically create and optimize your ad creative.
Listing groups are required and will default to all products in the specified Merchant Center account. You’ll also follow the steps below to upload assets if you’re creating a Shopping ad.
- 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 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.
- Click the pencil icon
- Build your asset group using the guidelines below.
| Asset | Recommended asset guidelines |
|---|---|
|
Image |
Add up to 15 images |
| Logos | Add up to 5 logos |
| Videos |
If you don't upload a video, Google may auto-generate one from your other assets. To opt out of auto-generated video, upload a video during campaign construction or launch. In either instance, Google will automatically resize your video ads to increase performance and improve ad strength across platforms. Remember that if you don’t plan to upload a video, you’ll need to consider how creative assets in an auto-generated video might appear if resized. If you don't have a video, use the Google Ads video creation tool to create one while remembering the following guidelines.
|
| Headlines (maximum 30 characters) | Add up to 15 headlines |
| Long headlines (maximum 90 characters) | Add up to 5 long headlines |
| Descriptions |
Short description (maximum 60 characters)
|
|
Long description (maximum 90 characters)
*Long descriptions aren’t 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 | With Final URL expansion turned on, Google may replace your Final URL with a more relevant landing page based on user search queries. Google may also generate dynamic headlines, descriptions, and assets to match your landing page. Learn more About text customization in Search campaigns. |
| Promotions (optional) |
Promotion assets can add additional value by highlighting your sales and promotions for people who are searching for the best deals your business has to offer. learn more about how to create Promotion Assets. If you're interested in using promotion assets to drive customers to your storefront, learn more about how to use local promotions via promotion assets. |
to learn more about the requirements.You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Your assets will automatically be assembled into all applicable formats and show the most relevant ad creative.
Audience signals
Audience signals allow you to add audience suggestions that help Google Ads automation optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google AI on the ideal way to optimize your campaign.
Remember that Performance Max campaigns may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals.
- 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.
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:
- Display information that gives the user an opportunity to learn more about your business.
- Display 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.
- Invite the user to gather more information about the business or extend interaction between the business and user.
Video creation in Google Ads
You can either upload your own videos during campaign creation or use the free Google Ads video creation service to create horizontal or vertical videos for your campaigns. If you don't have a video asset, and you don't want to use auto-generate videos, consider using the video creation tool. To create a video in Google Ads, choose a template from the Asset Library and upload the following items:
- Branding elements like a logo or brand colors
- Images like product or lifestyle pictures
- Video-friendly messaging
When you create your video, Google will automatically resize your video ads to increase performance and improve ad strength across platforms. Remember that you can also crop or refocus images in Google Ads before you create and upload your video to a designated YouTube channel for use in a campaign. Learn more about how to Create a Video campaign.
