Google Ads Performance Max Specifications

Published at Nov 6, 2021

Google Ads Performance Max Specifications

Performance Max is a new goal-based campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to work complimentary with your keyword-based Google Ads Search campaigns and help achieve more conversions across all of Google’s channels YouTube, Display, Search, Discover, Gmail, and Maps.

‘Smart Shopping’ campaigns and ‘Local’ campaigns will upgrade to Performance max sometime next year.

Performance Max will deliver more conversions and value by optimizing performance in real-time and across all available channels.

Performance Max will show as a campaign type selector if you choose Sales, Leads, or Local Store visits and promotions.

Advertisers that will utilize Performance Max should expect:
New audiences unlock across Google’s network
Better performance against goals
Transparent insights
Better automation output
Simple campaign management
Easy ads optimization
New customer segments
Data-driven attribution across all available channels
Better machine learning models
Better asset reporting
New insights

Before you consider Performance Max campaigns the Google Ads account should:
Have specific advertising and conversion goals
Have functioning conversion actions
Have an understanding of how Smart bidding works
Have quality data
Have high-quality texts
Have high-quality media
Have Account-level brand safety lists

Specifications

Performance Max campaigns have some unique specifications regarding assets that can be found here

Note that YouTube videos should be 10 seconds or more. This makes bumper ads [up to 6 seconds and region allowing] not eligible.
The screenshot is taken directly from the Google Ads API guidelines

Performance Max assets specs

For advertisers that aren’t versed in API, the guidelines are as follows

Asset

Recommended asset guidelines

Images

You can add up to 20 images

Logos

Add up to 5 logos

Videos

Add up to 5 videos

Headlines

Add up to 5 headlines (maximum 30 characters)

Long headlines

Add up to 5 long headlines (maximum 90 characters)

Descriptions

Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each

Call-to-action

You can choose from various layouts as well as enter the name of your business or brand

Ad URL options

You can add the pathway for your display URL as well as choose a different final URL for mobile

More information and success stories

https://blog.google/products/ads-commerce/performance-max/
https://support.google.com/google-ads/answer/10724817
https://support.google.com/google-ads/answer/11189316
https://support.google.com/google-ads/answer/6095947
https://support.google.com/google-ads/answer/10256472
https://www.thinkwithgoogle.com/feature/how-automation-works/
https://developers.google.com/google-ads/api/docs/performance-max/assets

If you want to know more about Google Ads audits, then visit the following link

Google Ads Audit guide & free [Notion & Google Sheets] template

Top posts in Google Ads

How to audit Google Ads campaigns

How to audit Performance Max campaigns

How to audit Search campaigns

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