Performance Max (PMax) is a goal-based campaign type that allows you to access all your Google Ads inventory within a single campaign. It focuses on improving performance by aligning with your specific conversion goals, optimizing in real-time across channels through Smart Bidding.
PMax is designed to complement keyword-based Search campaigns, helping you reach more conversions across Google's channels, including YouTube, Display, Search, Discover, Gmail, and Maps.
Creating a PMax campaign
Go to Manage in the top menu.
Click on an account in the list.
In the Campaigns tab, click the + button in the top-right to create a new campaign.
Select Performance Max as the advertising channel.
Input your campaign settings:
Basic Settings: Name the campaign and add a tracking template if available.
Select your Budget Settings.
Select your Location Settings.
Positive Geo Target Strategy (Performance Max only):
People in, or who show interest in, your targeted locations (recommended); this is the default option
People in your targeted locations
People searching for your targeted location (Microsoft only)
Start and End Dates: Add campaign start and end dates.
Bidding: Select Maximize Conversion Value or Maximize Conversions.
Max Conversion Value: Set a Target ROAS.
Max Conversions: Set a Target CPA.
Click Save and Continue in the top-right.
Enter Ad Group Settings and click Save and Continue.
Under Creative Type, select Performance Max.
Build your asset group by filling out the required fields, including image uploads:
Headline: Add up to 6 headlines (max 30 characters).
Long Headline: Add up to 5 long headlines (max 90 characters).
Description: Add one short description with max 60 characters and up to 4 descriptions with max 90 characters each.
Business Name: The name of the business.
Call to Action: Choose from various layouts and enter the name of your business or brand.
Path1: Enter a path for display purposes.
Destination URL
Image (Marketing, Square Marketing, Portrait Marketing): Add up to 20 images for each type.
Logo: Add up to 5 logos.
Landscape Logo: Add up to 5 logos.
YouTube Video: Add up to 5 videos. Note: If you do not upload a video, Google will auto-generate one for you using your other assets.
(Optional) Bulk Image Upload: Add multiple images at once by:
Dropping files or a folder into the drop zone.
Pasting a list of image URLs.
Choosing images from your media collection.
Add another creative or click Save and Exit.