The Ultimate Guide to PMax Creatives

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• Specs for text assets
• Specs for image assets
• Specs for video assets
• Safe area for videos

Why Google PMax Relies on Creative Assets

When we create a PMax campaign, the AI machine learning optimises the ad delivery across all Google platforms, including YouTube, Search, Display, Discover, Gmail, and Maps, (depending on several variables) to obtain the best possible performance. One of the most important variables it can modify is the assets used each time, by uploading diverse and high-quality assets, Google’s AI has multiple options to choose from and can identify the most efficient combinations of elements depending on your target audience. This results in improved campaign performance, better conversion rates, and enhanced ROI.

What is an Asset Group in Performance Max?

In the same way we have ad groups in Google Ads, for PMax campaigns we have asset groups. These are collections of creative assets that work together and should be organised based on specific goals, product categories, or audience segments. This ensures your ads are properly tailored for various formats and platforms regardless of the platform. Google recommends creating and managing a small number of asset groups, each of them containing a mix of at least 20 images, 5 logos, 5 videos, and 25 text variations to cover all ad formats.

Structuring Asset Groups for Maximum Impact

For optimal results in a Performance Max campaign, structuring asset groups thoughtfully is key. Organise asset groups around your core business offerings, such as specific product categories or service types, to allow Google’s AI to tailor ads effectively for different audiences and placements.

For example, a retailer might create distinct groups for men’s and women’s fashion, while a service provider could separate asset groups by services like broadband, mobile, and TV packages. Ensure each asset group includes a variety of high-quality images, videos, and text assets to maximise reach and engagement across all ad formats. This strategic structure not only improves performance but also streamlines campaign management, enabling easy updates and adjustments.

Text Assets: Crafting the Perfect Message

For many people, text may be the last thing that comes to mind when thinking about campaign assets, but it plays a crucial role in PMAX. They are responsible for shaping the messages and providing users with most of the information on the campaigns. Given that Google’s AI will tailor messaging for specific placements, using varied and compelling text will improve their relevance, click-through rates, and ultimately boost conversions.

Best Practices for Text Assets

• Try to generate expectation and make it feel like an opportunity for your users.
• Talking to the audience directly by using words like ‘you’ can help increase your engagement.
• Personalised headlines and descriptions tend to obtain a better performance on their campaign goal.
• The use of the word ‘new’ in headlines tends to improve the performance, but try to avoid mentioning the year.

Image Assets: The Visual Hook

Capturing attention and driving engagement is the image’s biggest strength.

Their visually appealing quality makes them key for platforms like YouTube, Display, and Discover where they can deliver your brand’s message quickly and effectively. The main thing you need to keep in mind when creating or selecting images is being memorable, if you manage to grab people’s attention and deliver your message successfully, your campaign will perform well.

Please keep in mind that providing diverse image formats enables Google’s AI to optimise ad delivery for different placements and devices.

Essential Image Guidelines

• Highlight Your Subject Clearly: Feature one product prominently, ensuring it is medium to large in size and centred within the frame.
• Use Vibrant and Eye-Catching Colours: Steer clear of dark images or overly intricate designs that could dilute your message.
• Ensure Sharp, High-Resolution Images: Upload high-quality images to avoid any blurriness or pixelation, keeping your ads looking professional and polished.

In-Feed vs. Standard Placements

In-feed placements are designed to blend seamlessly with the organic content on platforms like YouTube and Discover, offering a more native and engaging user experience. These ads often perform better with authentic imagery and minimal text, mimicking the look and feel of the surrounding content.

In contrast, standard placements, such as those on the Display Network, aim to stand out by capturing attention with bold visuals, clear branding, and strong calls to action. Understanding these differences allows advertisers to tailor their creative assets for maximum impact across various placements.

Video Assets: The Must-Have for PMax Success

In the same way images were key for being visually appealing, videos also play an essential role in Pax campaigns. Their dynamism and engagement make them the perfect way to connect with your audience across platforms like YouTube. Videos not only capture attention but also tell a compelling story, driving brand awareness and influencing purchasing decisions.

When advertisers include video assets, their campaigns tend to see higher conversion rates. You can maximise your reach and deliver a consistent brand message across multiple channels by using videos in various formats (landscape, vertical, and square). This allows Google’s AI to optimise the content for each specific context when delivering the ads.

Video Best Practices

• It is recommended to use diverse aspect ratio videos, at least one video in landscape (16:9), one in vertical (9:16), and one in square (1:1) formats will guarantee you have all devices covered for the campaign.
• Keep videos between 15-30 seconds for optimal engagement. Start with a strong hook and include your brand logo within the first few seconds.
• Follow YouTube’s Attention, Branding, Connection, and Direct principles. Capture attention immediately, introduce your product early, and provide a clear call to action.

Creating Video Assets with Google Tools

Many companies maybe don’t have their own footage or resources for the videos. That’s why Google offers a free Video Builder tool that allows you to create professional ads by combining images, logos, and music. You can access this tool from the asset library or when you create your Performance Max campaign with a total of 22 video ad templates to choose from.

During this process, you need to upload the assets that you have and adjust other characteristics such as colours, font, and music to make the result as personalised as possible. IT is very important to have in mind the platform that you are creating the videos for as they all have different safe areas in which the video won’t be covered by any kind of button, text or any other element that may affect the user’s understanding of the message.

Continuous Optimisation: The Key to Sustained Success

Once you created your PMax campaign you might think you are finished with the process, but periodical optimisation is crucial for maintaining and improving results over time. Google’s AI thrives on fresh, high-quality inputs, so regularly updating your creative assets helps prevent ad fatigue and keeps your campaigns relevant.

Monitoring performance metrics, like conversion rates and ad strength, allows you to identify underperforming assets and replace them with new, optimised ones. By consistently replacing assets based on their performance ratings, experimenting with new visual styles, messaging, or formats, and using audience insights to tailor creatives to specific demographic preferences, you can ensure your campaign remains effective and continues to drive growth.

In case you want to know more about how to use and optimise your assets for PMax campaigns, you can see Google’s Creative in Performance Max Playbook.

Conclusion

As you can see, Google PMax campaigns have a lot to offer to maximise conversions and grow your brand. What you need to remember is that this powerful tool still needs your help with the assets to be used. By focusing on high-quality creative assets you empower Google’s AI to deliver your message effectively across all platforms and it will make a massive difference in the performance obtained from your campaigns.

Last but not least, continuous optimisation and a strong asset management strategy will be the cherry on the cake to obtain the best performance possible. It is very clear that AI is here to make our life easier when it comes to Google Ads and, with your help, PMax can be a game-changer for your advertising efforts.