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What assets do I need for Google Performance Max campaigns?

Performance Max is a new, artificial intelligence driven ad format that runs your ads across all Google inventory.

Performance Max (PMax) is Google's fully automated, goal-based campaign type that serves ads across all of Google's channels from a single campaign using a unified asset group. Performance Max assets can be run across the following Google channels:

  • Google Search
  • Google Display
  • Google Shopping
  • Gmail
  • YouTube
  • Google Maps

Performance Max has replaced Smart Shopping and Local campaigns. In addition to the assets below, we recommend connecting a product feed via Google Merchant Center to get the most out of your Performance Max campaigns.

Text assets

  • Headline - 30 characters max; include at least one with 15 characters or less. Minimum 3, maximum 5.
  • Long headline - 90 characters max. Minimum 1, maximum 5.
  • Description - 90 characters max; include at least one with 60 characters or less. Minimum 2, maximum 5.
  • Business name - 25 characters max. One only.

Image assets

Marketing images

With your image assets, note that there is a maximum of 20 images that can be uploaded, but this is a shared maximum across landscape, square and portrait. In our experience, having variety of sizes gets you better results across the full Google inventory, e.g. 6 landscape, 6 square and 6 portrait.

  • Landscape marketing image - Landscape (1.91:1) 1200 x 628 recommended; 600 x 314 min; 5120KB max file size. Minimum 1, maximum 20.
  • Square marketing image - (1:1) 1200 x 1200 recommended; 300 x 300 min; 5120KB max file size. Minimum 1, maximum 20.
  • Portrait marketing image - (4:5) 960 x 1200 recommended; 480 x 600 min; 5120KB max file size. Minimum 1, maximum 20.

Logos

In your Performance Max asset group, you must have at least one logo, which is square (1:1). You can add more than one square logo if you need to. Landscape logos are completely optional, however we recommend this for most brands.

  • Logo - (1:1) 1200 x 1200 recommended; 128 x 128 min; 5120KB max file size. Minimum 1, maximum 5.
  • Landscape logo - (4:1) 1200 x 300 recommended; 512 x 128 min; 5120KB max file size. Minimum 0, maximum 5.

Video assets

All videos to be used must be:

  • Uploaded to YouTube as either a public or unlisted video.
  • Horizontal, vertical or square is supported.
  • More than 10 seconds in length.

You can include up to 5 videos, though this is optional. If you need a video produced, we can help with video production.

Source: https://developers.google.com/google-ads/api/docs/performance-max/assets