Embedded Files
Performance Max (PMax) is a goal-based campaign type that allows you to access all your Google Ads inventory within a single campaign. It focuses on improving performance by aligning with your specific conversion goals, optimizing in real-time across channels through Smart Bidding.
PMax is designed to complement keyword-based Search campaigns, helping you reach more conversions across Google's channels, including YouTube, Display, Search, Discover, Gmail, and Maps.
What's the Difference Between PMax and Other Campaign Types?
What's the Difference Between PMax and Other Campaign Types?
The main difference between PMax campaigns and other campaign types is the use of asset groups. An asset group is a collection of creatives centered on a theme or related to a target audience.
Asset Groups vs. Ad Groups
Asset Groups vs. Ad Groups
Asset groups are similar to ad groups. Whereas ad groups include groups of keywords and ads, asset groups include groups of targets, videos, imagery, headlines, etc., bundled into one.
PMax campaigns do not have ad groups. Within Backpack, however, asset groups are set up under the ad group tier. It's important to set up one asset group per ad group.
Note: Each asset group requires an initial minimum set of assets. The asset group cannot be created without the required assets. For PMax Blueprints, use Launch Review to troubleshoot an asset group for missing assets.
Creating a Performance Max Campaign
Creating a Performance Max Campaign
Go to Manage in the top menu in Backpack.
Select an account from the list.
Select the Campaigns tab, and then click the + button in the top right to create a new campaign.
Select Performance Max as the advertising channel.
Input your campaign settings:
Basic Settings: Name the campaign and add a tracking template if available.
Positive Geo Target Strategy (Performance Max only):
People in, or who show interest in, your targeted locations (recommended)
People in your targeted locations
People searching for your targeted location (Microsoft only)
Start and End Dates: Add campaign start and end dates.
Bidding: Select Maximize Conversion Value or Maximize Conversions.
Max Conversion Value: Set a Target ROAS.
Max Conversions: Set a Target CPA.
Click Save and Continue in the top right.
Enter Ad Group Settings and click Save and Continue.
Under Creative Type, select Performance Max.
Build your asset group by filling out the required fields, including image uploads:
Required Text Assets: Headline, Long Headline, Description, Business Name
Required Image Assets: Marketing Image, Square Marketing Image, Logo (Add up to 20 images for each type)
Optional assets
Note: If you do not upload a video, Google will auto-generate one for you using your other assets.Path1: Enter a path for display purposes.
Destination URL
(Optional) Bulk Image Upload
Add multiple images at once by:Dropping files or a folder into the drop zone.
Pasting a list of image URLs.
Choosing images from your media collection.
Add another creative or click Save and Exit.
Report abuse