Overview

Set up your performance max campaign even if you’re not a Google Ads expert. Here’s an informative guide to help you along the way. Follow the tutorial with the YouTube video of Ted explaining the process in the most straightforward ways! 

This is a tutorial for you if: 

• You’ve never set a performance max campaign before 
• You have a performance max campaign, but you’re not hitting any goals
• You want to scale a good campaign and make it great 

In this tutorial, Ted talks about the following:

• Strategy Overview
• Performance Max Campaign Types (Audience Signals, Listings Groups) 
• Settings
• Scaling/Optimization

PERFORMANCE MAX CAMPAIGN TYPES

What is an asset group?

→ An asset group is a collection of creatives centred on a theme or related to a target audience.

→ The creatives of your asset group are used to assemble all of your ads and build inventory for all applicable ad formats for your advertising objectives. 

Asset Group Structure

The asset group structure depends on the campaign and your strategy. Make sure that you have core asset groups. 

Things to consider: 

• Separate asset groups by product categories 
• Replicate all asset groups per audience signal that you are testing six categories and six signals. This gives you a total of thirty-six asset groups. 
• The more asset groups you have, the longer it takes to optimize the campaign. 
• Start with 5-10 asset groups depending on your product and budget 
• There are fluctuations when you are testing different networks 
• Use insights to create new asset groups.

Asset Group Types Examples

There are three types of asset groups: 

All-products_all-signals:

• Assets: Images + video
• Products: all
• Audience signal: all

All-products_all-purchasers:

• Assets: Images + video
• Products: all products
• Audience signal: all-purchasers

All-products_all-purchasers:

• Assets: Images + video
• Products: brands
• Audience signal: all purchasers

LISTING GROUPS

It holds your product and product groups. There are a few ways to segment your products. 

• By Brand
• By product types
• Bestsellers
• Low sellers
• Sale 
• Seasonal 

Note that there are different listing groups, which should be created with different messaging and creatives.

Assets

When creating an asset group, always think of the angle you want. This marketing angle is a method of conveying information about your offer to potential customers. Your assets must have images, videos, and headlines. 

It’s essential to ensure that your assets hit different angles specific to the audience signal. For example, if it’s remarketing, talk about your discount or why they should buy now. Another tip is to test send traffic to the final URL or URL expansion to see how it works.

Images

When you want to optimize and scale, it’s best to test various images. 

• Text vs. no text: Try using images with low or no text
• Test various images so that google can rotate through 

Headlines & Descriptions

Google recommends that you have different styles for your performance max campaigns. It’s critical to have a variety of headlines. Consider the following:

• Online availability 
• Shipping and returns 
• Benefits of the actual product 
• The call to action
• Pricing and fees
• Promotions and discounts
• Location-specific 

Videos

Make sure your videos match your audience signals and products. It’s best to test voice-over videos as they’re cheaper to make. Video attribution isn’t great on Performance max because it’s a click network. The attribution lets you choose how much to create each ad interaction for your conversions. 

Videos should be longer than ten seconds for all Performance Max Campaigns. However, if you don't upload one, Google may generate a video for you from other creatives. But the generated videos aren’t that good, so it’s still way better to do your videos.