4. Creating Copy & Assets
After deciding on which campaigns to use, you’ll need to make copies and assets.
Search Campaigns
✏️ Copy Guidelines
Headlines: Add up to 15 headlines (minimum 5)
Descriptions: Include up to 4 descriptions (minimum 2)
- Pro Tip #1: The more headlines and descriptions you provide, the better Google can test combinations to find what resonates with your audience. Fill out as many as possible.
- Pro Tip #2: Use as many keywords as possible in your headlines to improve your ad score.
- Pro Tip #3: Try to use the same keywords and phrasing in your ads and landing pages to improve your ad relevance and quality score.
🗂️ Use Assets (formerly known as “extensions”)
Assets in Google Ads improve ad relevance, engagement, and targeting through machine learning. They also increase ad space in search results, boosting visibility, clicks, and conversions (and pushing competitor ads further down the page). There are several different types of assets, including sitelinks, callouts, promotions, prices, and more that can be useful for e-commerce businesses.
PMax Campaigns
PMax campaigns require different and more assets than search campaigns, as these ads appear across multiple channels.
Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.
🖼️ Visual Asset Guidelines
Collect as many visual assets as you can. The more you provide, the better Google’s algorithm can optimize your ads for performance and reach. Aim for variety—different image styles, formats, and video options.
Asset Sizing for PMax CampaignsWhen preparing visuals, make sure they meet the following size requirements for optimal display across placements and devices:
Use 1:1 (square) and 16:9 (landscape) aspect ratios
✏️ Copy Guidelines for PMax
- 15 Headlines (up to 30 characters)
- 5 Long headlines (up to 90 characters)
- 5 Descriptions (1 of these descriptions is up to 60 characters and the other 4 are up to 90 characters)
Pro Tip: PMax campaigns rotate assets like headlines, descriptions, and visuals to find the best-performing combinations, so provide as many variations as possible.
‼️ Other Useful Information to Know for PMax
1. No Direct Keyword TargetingUnlike traditional search campaigns that rely on keyword bidding, PMax uses signals from various data sources to show ads across multiple Google placements (Search, YouTube, Gmail, Display, Discover).
2. Keyword and Audience SignalsYou’ll want to use keywords and audience signals 99% of the time. PMax relies on keyword themes and audience data to guide Google's machine learning in targeting relevant users. Keyword signals help align your ads with user intent, while audience signals (e.g., past site visitors or interest data) help identify potential buyers across different platforms. For example, if you sell a camping shower, your signals might look something like this:
Audience signals: health, fitness, organicKeyword signals: protein powder, whey protein, post-gym protein
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