Performance Max is Google's most automated campaign type. It runs across Search, Display, YouTube, Discover, Gmail and Maps from a single campaign. The structure is simple but the setup is critical. Get the structure right and the automation does the rest.
We build this in our Performance Max service, structuring campaigns for maximum automation and results.
Asset groups are the core of Performance Max. Each group contains headlines, descriptions, images, videos and audience signals. Google mixes and matches them to find the best combination across all channels.
Audience signals tell Google who your best customers are. Add custom audiences, lookalikes and interests. The signal is not a restriction. It is a guide. Google uses it to find similar people across all channels.
Performance Max needs a variety of creative: headlines, descriptions, images and videos. Provide at least five headlines, five descriptions, five images and one video. The more assets, the more combinations Google can test.
Set clear conversion goals and values. Performance Max optimises toward the goal you set. If the goal is wrong, the optimisation is wrong. Make sure the pixel, the conversion value and the goal are aligned.
A Performance Max campaign uses a single campaign with multiple asset groups. Each asset group targets a product category or audience segment. The structure is simple but the asset quality is what drives results.
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TPR Media explains Performance Max campaign structure for Australian businesses: asset groups, audience signals, creative requirements and conversion goals.