Question

How do I structure creative assets to make Performance Max work across Search, Display, and Video?

Answer 1

To make Google’s Performance Max (PMax) campaigns work effectively across Search, Display, and Video, your creative asset structure must be deliberately balanced and designed for each format’s intent and context.

Here’s how to do it step-by-step:

1. Think in “Asset Groups,” Not Just Ads

Performance Max doesn’t use traditional ad sets, it uses asset groups, each functioning like a mini-campaign across all networks. So your creative strategy should match that idea:

• Each asset group should target one audience theme (e.g., product category or customer intent).

• Group similar products/services and create tailored creative assets for each.

2. Cover All Required Asset Types

To unlock full placement inventory, provide a complete set of assets for Search, Display, YouTube, Discover, Gmail, and Maps. Here’s the breakdown:

Text Assets

• Headlines (3–5 short, 3–5 long)

• Descriptions (at least 2)

• Business name

• Call-to-action (manual or auto)

• Final URL

• Path fields (optional, but improves CTR)

Image Assets

• Square (1200x1200)

• Landscape (1200x628)

• Portrait (960x1200) – optional but helps Display & Gmail

• Logo (1:1 and 4:1 aspect ratios)

Video Assets

• Recommended: upload your own 10–30s YouTube video

• If not provided, Google will auto-generate (and it may not reflect your brand well)

• Landscape and vertical formats preferred

3. Match Creative to Funnel Stage

• Search & Video: Use attention-grabbing headlines and intent-driven CTAs

• Display & Discovery: Lean on visuals, lifestyle imagery, and emotional copy

• Gmail & Maps: Provide utility, think location, promotions, or urgency

4. Use High-Quality, Branded Creatives

Google’s AI distributes assets across placements based on engagement. If your image or video is low-quality or off-brand:

• You’ll get lower performance signals

• You’ll lose engagement on visual-heavy placements like YouTube or Discover

5. Test Variations Over Time

Don’t overload all at once. Start with:

• 1–2 versions per asset type

• Monitor performance insights

• Replace underperformers (Google gives granular insights by asset)

6. Use Audience Signals to Guide Creative Themes

While PMax uses automation, your audience signals (custom segments, customer lists, URL visitors) help steer performance early. Align creative messaging with these segments.

Bonus Tip: Use the Asset Diagnostics Tool

Google Ads now provides asset-level diagnostics in PMax. Use this to:

• Find missing formats

• Improve asset quality score

• Understand distribution weight