Campaign Types
Asset Group
An asset group is the unit inside a Performance Max campaign that holds a set of creative assets, audience signals, search themes, and (for retail) a listing group filter for a specific theme or product line.
In practice
Think of an asset group as the PMax equivalent of an ad group. Each one bundles headlines, descriptions, images, logos, videos, a final URL, audience signals, and search themes, and Google assembles ads from those assets for every placement. In retail campaigns, the listing group inside the asset group decides which products from the feed it can serve.
One campaign with one asset group covering the whole catalog is the lazy default and it performs like one. Structure asset groups by product category, service line, or audience so that creative, signals, and landing pages are coherent. A group for wedding photography should not share images and search themes with a group for corporate headshots.
Asset strength ratings inside the group are a rough guide to whether Google has enough variety to assemble ads across formats. We fill every slot: 15 headlines, 5 long headlines, 5 descriptions, and the maximum image set, from the first version.
Why it matters
Asset group structure is the main lever you have over what PMax shows and to whom.
RELATED TERMS
Performance Max (PMax)
Performance Max is a Google Ads campaign type that serves across Search, Shopping, YouTube, Display, Discover, Gmail, and Maps from a single campaign using automated bidding and asset-based creative.
Search Themes
Search themes are keyword-like phrases added to a Performance Max asset group that tell Google which search queries the campaign should reach, supplementing what it infers from assets and landing pages.
Product Feed
A product feed is the structured file or API connection that sends your catalog attributes (id, title, description, price, availability, image, GTIN, category) to Merchant Center.
Written by Ilya Bulychev, Founder, Live PPC Ads. Part of the PPC Glossary.
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