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Implement Google Ads performance max campaigns

Last update: Fri Sep 29 2023 00:00:00 GMT+0000 (Coordinated Universal Time)

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In Google Ads performance max campaigns, you don’t set up ad groups, ads, or keywords. Instead, within the campaign settings, you specify one or more asset groups, which include headlines, descriptions, and uploaded images, logos, and YouTube videos. Google Ads automatically combines the assets to serve ads based on the channel (such as YouTube, Gmail, or Search).

You can view your existing performance max campaigns, with performance data in table and trend chart format, in the Campaigns view; data isn’t available at lower levels. Campaign-level performance data is also available in reports and in Adobe Analytics (for advertisers with an Analytics integration. To view performance data for performance max campaigns in Analytics, the campaign must use the upgraded AMO ID tracking code (which tracks the campaign ID and ad group ID).

NOTE
  • You must manually upload all image files. Links to Google Merchant Center product feeds aren’t supported.
  • Only required settings are available. For optional settings, log in to the Google Ads editor.
  • Support for listing groups isn’t available. To manage and view data for listing groups, log in to the Google Ads editor.

Steps to set up Google Ads performance max campaigns

You can set up performance max campaigns individually from the Campaigns > Campaigns view.

  1. Create a campaign with campaign type Performance Max.

    Specify the Campaign Details, Budget Options, Campaign Targeting, and URL Options. Optionally enter Negative Keywords, enter Negative Websites, and/or override the Campaign Tracking options.

  2. Create asset groups and upload assets for the campaign:

    1. At the bottom of the campaign settings, click Manage Asset Groups.

    2. Specify the settings for the first asset group, and upload the images, logos, and optional videos for the asset group.

      See descriptions of the asset group settings to understand the requirements and specifications.

    3. Add additional asset groups as needed.

  3. Click Post.

  4. (Optional) Add the campaign to a hybrid portfolio for optimization.

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