This guide provides a checklist of concepts and tasks for each of the three Performance Max campaign types to help you build your campaign. To get started, select a campaign type:
Performance Max for travel goals
The steps to create a Performance Max campaign for travel goals are as follows. Click the links in each section for more information.
Performance Max concepts
Performance Max is a campaign type that provides a unified buying service to all Google Ads inventory.
When creating a Performance Max campaign, you can use a bulk mutate request to create the resources required to form a valid, serving campaign in a single request. Not all resources must be created in a single bulk mutate request. The following resources are required to create a valid, serving Performance Max campaign.
Performance Max for travel goals campaigns let you create ads for hotel properties that serve across Google channels such as Search, Display, Video, and Discover.
Hotel asset sets and suggested assets
You can use
to get suggested assets for your hotel properties. Once you get the suggestions,
you can use them to create assets in the asset group in the next step.
Campaign and campaign budget
- The budget must have a
- The budget cannot be shared.
Performance Max campaigns have an
AdvertisingChannelSubType should be set.
These are the only supported bidding strategies:
If conversion goals are not explicitly set for the campaign, it defaults to using customer-level conversion goals. However, you can override customer conversion goals to set campaign-specific conversion goals.
Performance Max campaigns support the following types of criteria:
Assets and asset groups
- There are a minimum required number of advertiser-provided assets of different types.
- Assets are grouped together in a collection called an
AssetGroup, which is unique to Performance Max campaigns.
- Some Assets are generated automatically by Google using machine learning.
An asset group is a collection of assets centered on a theme or related to a target audience. The asset group is used to assemble all of your ads and build an inventory for all applicable ad formats for your advertising objective. Learn more about asset groups.
Asset groups contain one or more final URLs. At least one final URL is required. Use the URL that is most relevant to the conversion path for the given asset group and campaign objectives.
- Resource name of the
- Resource name of the
AssetGroupSignal is a signal that you can
provide to Google to optimize ad serving at the asset group level. There are two
types of hints that you can provide to Google:
audience: A reusable collection of focused segments, demographic targeting, and exclusions
search_theme: Information about what your customers are searching for and which topics lead to conversions for your business that you can provide to Google AI
Only some ValueTrack parameters are supported for Performance Max campaigns.