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Assets in a Performance Max Campaign

Performance Max campaigns have some unique characteristics regarding assets.

  1. There are a minimum required number of assets of different types.
  2. Assets are grouped together in a collection called an AssetGroup, which is unique to Performance Max campaigns.
  3. Assets are generated automatically by machine learning.

Ensure minimum asset requirements are met

Each Performance Max campaign requires an initial, minimum set of assets. These may be existing assets used in other campaigns or new assets specifically for a Performance Max campaign.

Asset type Field type Specifications Min Max
TEXT HEADLINE 30 characters max; include at least one with 15 characters or less. 3 5
LONG_HEADLINE 90 characters max 1 5
DESCRIPTION 90 characters max; include at least one with 60 characters or less. 2 5
BUSINESS_NAME 25 characters max 1 1
IMAGE MARKETING_IMAGE Landscape (1.91:1) 1200 x 628 recommended; 600 x 316 min; 5120KB max file size 1 20
SQUARE_MARKETING_IMAGE (1:1) 1200 x 1200 recommended; 300 x 300 min; 5120KB max file size 1 20
SQUARE_MARKETING_IMAGE (1:1) 300 x 300 recommended; 5120KB max file size 1 20
PORTRAIT_MARKETING_IMAGE (4:5) 960 x 1200 recommended; 480 x 600 min 0 20
LOGO (1:1) 1200 x 1200 recommended; 128 x 128 min; 5120KB max file size 1 5
LANDSCAPE_LOGO (4:1) 1200 x 300 recommended; 512 x 128 min; 5120KB max file size 0 5
YOUTUBE_VIDEO YOUTUBE_VIDEO horizontal, vertical, or square, >=10 seconds in length 0 5
CALL_TO_ACTION CALL_TO_ACTION_SELECTION Automated by default, or select from a list 0 1
MEDIA_BUNDLE MEDIA_BUNDLE < 150 KB 0 1

The repeated assets (HEADLINE, DESCRIPTION) must be created in a separate request prior to creating the campaign.

The following code snippet illustrates creating the necessary repeated assets in a new request:

Java

This example is not yet available in Java; you can take a look at the other languages.
    

C#

This example is not yet available in C#; you can take a look at the other languages.
    

PHP

This example is not yet available in PHP; you can take a look at the other languages.
    

Python

def _create_multiple_text_assets(client, customer_id, texts):
    """Creates multiple text assets and returns the list of resource names.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        texts: a list of strings, each of which will be used to create a text
          asset.

    Returns:
        asset_resource_names: a list of asset resource names.
    """
    # Here again we use the GoogleAdService to create multiple text
    # assets in a single request.
    googleads_service = client.get_service("GoogleAdsService")

    operations = []
    for text in texts:
        mutate_operation = client.get_type("MutateOperation")
        asset = mutate_operation.asset_operation.create
        asset.text_asset.text = text
        operations.append(mutate_operation)

    # Send the operations in a single Mutate request.
    response = googleads_service.mutate(
        customer_id=customer_id,
        mutate_operations=operations,
    )
    asset_resource_names = []
    for result in response.mutate_operation_responses:
        if result._pb.HasField("asset_result"):
            asset_resource_names.append(result.asset_result.resource_name)
    _print_response_details(response)
    return asset_resource_names
      

Ruby

This example is not yet available in Ruby; you can take a look at the other languages.
    

Perl

This example is not yet available in Perl; you can take a look at the other languages.
    

Asset groups

Each campaign requires at minimum one asset group. Assets are automatically mixed and matched based on which Google Ad channel (YouTube, Gmail, Search, etc.) your ad is being served on.

Automation generated assets

Google automation using machine learning generates additional assets as needed to cover all relevant channels.

If you don’t add a video to your Performance Max asset group, then one or more video assets may be generated from the assets in your asset group. If you no longer want auto-generated videos to serve in your Performance Max campaign, then you can upload your own custom video, and the auto-generated videos will stop serving.