Asset group

Performance Max builds ads for Search, Shopping, YouTube, Display, Gmail, Discover and Maps from what is in the asset group. A group short of assets cannot appear in the formats it cannot fill.

Asset groups are also how you organise a Performance Max campaign: one group per product line or audience lets each carry its own message, images and search themes.

1. Open a Performance Max campaign, then Asset groups.
2. Open a group to see its headlines, long headlines, descriptions, images, logos and videos.
3. Check its asset group strength rating and Google's suggestions.
4. Look at Signals for its search themes and audience signals, and at Listing groups for its products.

A furniture shop splits Performance Max into three asset groups: sofas, beds and outdoor. Each has photos of its own products, headlines about its own range, and search themes such as corner sofa or garden table, instead of one generic group for everything.

• Leaving out video, so Google generates one from your images.
• Using one asset group for unrelated products, so the message fits none of them.
• Adding audience signals but no search themes, or the other way round.

The audit checks Oppy runs on this, each with its own page.

• Asset groups holding less than Google can use
• Asset groups Google rates below Good
• Asset groups with no search theme

• Performance Max: A campaign type that runs on Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one budget, with Google deciding where each ad shows.
• Audience signal: A hint you give Performance Max about who is likely to convert: your customer lists, site visitors, interests and custom segments.
• Search theme: A phrase you give a Performance Max asset group to say what it is for, in words.