Asset Groups & Creative Beginner
Asset groups are the building blocks of Performance Max campaigns. Each asset group contains a collection of text, images, videos, and landing pages that Google's AI combines into ads for different channels. The quality and variety of your assets directly determine campaign performance.
Asset Group Components
| Asset Type | Requirements | Best Practice |
|---|---|---|
| Headlines | Up to 15 (30 char each) | Mix benefit-driven, action-oriented, and brand headlines |
| Long Headlines | Up to 5 (90 char each) | Complete value propositions that work on their own |
| Descriptions | Up to 5 (90 char each) | Expand on headlines with features, benefits, and CTAs |
| Images | Up to 20 (landscape, square, portrait) | High-quality product shots, lifestyle images, branded graphics |
| Videos | Up to 5 (YouTube links) | At least one 10-second and one 30-second video |
| Logos | Up to 5 (square and landscape) | Clear brand logo on transparent or solid background |
| Final URL | 1 per asset group | Most relevant landing page for the asset group's theme |
Creating Effective Assets
Maximize Asset Variety
Provide the maximum number of assets for each type. More assets give Google's AI more combinations to test, leading to better performance over time.
Ensure Interchangeability
Any headline should make sense with any description and any image. Avoid assets that only work in specific combinations.
Cover Multiple Themes
Include assets that address different value propositions, customer pain points, and stages of the buying journey.
Include Video
Campaigns with video assets get access to YouTube placements and typically see 10-20% more conversions than those without.
Organizing Asset Groups
Structure your asset groups around themes that align with your business:
- By product category: Separate asset groups for different product lines with relevant images and copy
- By audience segment: Different messaging for different customer types (e.g., new customers vs. returning)
- By goal: Awareness-focused asset groups versus conversion-focused ones
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