Create a Google Ads Performance Max campaign

3. Specify location and languages, ad scheduling, campaign start and end dates, and campaign URL options

1. On the “Campaign settings” page, select the location to target under “Locations”.
   • For more location targeting options, in the "Locations" section, click Enter another location and then click Advanced search. You can add locations in bulk, or enter a location and radius around that specific location that you'd like to target. Learn more About location targeting.
2. Under “Languages”, select the language you want your ads to serve in.
   • You can select multiple languages to show your ads to specific sets of customers.
3. Under “Final URL Expansion”, select where you want to send your traffic.
   • To turn on the Final URL expansion feature, select Send traffic to the most relevant URLs on your site. This will send traffic to a more relevant landing page from your final URL domain (with a relevant dynamic headline, based on the customer intent).
     • Turning on the Final URL expansion feature can increase your campaign’s ability to serve.
   • To turn off the Final URL expansion feature, select Only send traffic to the URLs you’ve provided.

1. ​Sign in to your new Search Ads 360.
2. Navigate to a Google Ads client account.
3. In the page menu on the left, select Campaigns.
4. Click the plus button , then select New campaign.
5. Select Salesas your campaign objective.
6. Select Performance Max as your campaign type.
7. Select a linked Merchant Center account that will provide the products to advertise.
   • Note that each campaign can only have one linked account for products, and it can't be changed after you've finished creating the campaign.
8. Enter a campaign name.
9. Click Continue.

Budget

In the "Budget" section, enter the average amount you want to spend each day.

Your budget establishes a monthly charging limit for an individual campaign. The charging limit is the average daily budget that you set, multiplied by the average number of days in a month. While your spend may vary each day, you won’t pay more than your monthly charging limit. Learn more About spending limits.

For Performance Max, try an average daily budget of at least 3 times your CPA or cost/conv. for the conversion actions selected for your campaign. You can monitor your campaign’s performance regularly as desired. However, Google recommends waiting for 1 to 2 complete conversion cycles before fully assessing your campaign performance.

On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by the days when your spend is below your average daily budget.

You set an average daily budget for your campaigns, with the flexibility to change it at any time.

Bid strategy

In the “Bidding” section, select a bid strategy.

• Conversions: If you select the checkbox for “Set a target cost per action”, the campaign will try to meet the Target CPA you enter. Learn more About Target CPA bidding.
• Conversion value: If you select the checkbox for “Set a target return on ad spend”, the campaign will try to meet the Target ROAS you enter. Learn more About Target ROAS bidding.

Based on your specified performance goal, the Google Ads bid strategy you select will help set the right bids for every auction and optimize the campaign to deliver against that performance goal.

If you’re tracking values with your conversions, Google recommends you to use the “Maximize conversion value” bid strategy. If you aren’t tracking values and care about all of your conversions equally, using the “Maximize conversions” bid strategy is recommended.

Learn how to Choose your bid and budget.

Conversion goal

Select the conversion goals you want to use for bid optimization. Learn more About conversion goals

1. In the "Conversion goals" section, select one of the following:
   • Search Ads 360. Choose an option:
     • "Use account default goal settings" (recommended)
     • Use campaign specific goals. Click Add goals to select the goals you want to apply to the campaign.
   • Search Ads 360 and Google Ads (Google Ads campaigns only)
     • Search Ads 360 will suggest goals. To add additional goals, click Edit goals.
   • To select Google Ads goals, click Add goals.
2. Click Next.

3. Specify location and languages, ad scheduling, campaign start and end dates, and campaign URL options

1. On the “Campaign settings” page, select the location to target under “Locations”.
   • For more location targeting options, use the Advanced search link. You can add locations in bulk, or enter a location and radius around the specific location you'd like to target. Learn more About location targeting.
2. Under “Languages”, select the language you want your ads to serve in.
   • You can select multiple languages to show your ads to specific sets of customers.
3. Under “Final URL Expansion”, select where you want to send your traffic.
   • To send traffic to a more relevant landing page from your final URL domain (with a relevant dynamic headline, based on the customer intent), select Send traffic to the most relevant URLs on your site.
     • By turning on the Final URL expansion feature, you can increase your campaign’s ability to serve.
   • To turn off the Final URL expansion feature, select Only send traffic to the URLs you’ve provided.

Next, set your ad scheduling, campaign start and end dates, and campaign URL options in the "More settings" section.

More settings

Ad schedule

Use ad scheduling to determine what days and hours your ad will show. For some goals, you may want your ad to only show during business hours or when you’re available to handle customer inquiries.

• Learn more about Ad scheduling.
• Learn how to Create an ad schedule.

Start and end dates

Use this setting to choose the dates you want your ads to start and stop running. If you don’t specify an end date, your ads will continue to run.

Campaign URL options

The “tracking template” is where you put tracking information. You can use URL parameters within the template to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.

The “Final URL suffix” is added to the end of your final URL and contains URL parameters that your site uses for tracking purposes. Parameters that determine the content of a page should be added to the Final URL, and parameters used by tracking services should be added to a tracking template. Note that Final URL suffix is applicable only to Google Ads and Microsoft Advertising. Learn more about Adding URL parameters to a Final URL suffix.

“Custom parameters” are a kind of URL parameter that you can define. They can be used in your final URL and tracking template. Learn more about Custom parameters.

Click Next to move on and build your asset group.

4. Build your asset group

Create an asset group with assets that are all related to a single theme or audience. Read more about the requirements by hovering over the question mark icon  next to the name of each asset type.

1. On the "Asset group" page, enter a unique asset group name.
2. Confirm Listing groups for the campaign. Listing groups allow you to select which products will show in your Performance Max campaigns's ads. The default will be all products in your attached Google Merchant Center account, but if you wish to only use a selection of products, follow the steps below:
   1. Click the pencil icon next to "All products".
   2. Select Use a selection of products in your ads.
   3. You can select products by Category, Brand, Item ID, Condition, Product type, Channel or Custom labels from the dropdown. You can also choose values in bulk by manually entering product types separated by line breaks.
   4. Check products that you want to include in your Performance Max ads, and they'll appear in the column to the right. To remove products, click the next to the product group.
   5. Click Save.
3. Build your asset group by adding the following details.

Asset	Recommended asset guidelines
Images	Add up to 15 images.
Logos	Add up to 5 logos.
Videos	Add up to 5 videos. Note: If you don’t upload a video, it will be auto-generated from the other creative assets in your asset group. To opt out, you can upload your own video during campaign construction or after your campaign has launched. If you don’t have a video asset and don’t want to use the auto-created one, you can use the Google Ads video creation tool to create a video for use in your Performance Max campaign. To learn how to create videos in Google Ads, visit Create a video using Asset library.
Headlines	Add up to 5 headlines (maximum 30 characters).
Long headlines	Add up to 5 long headlines (maximum 90 characters).
Descriptions	Add one short description with maximum 60 characters and up to 4 descriptions with maximum 90 characters each.
Business name	Add the name of your business or brand. In certain layouts, it may appear in the text of your ad.
Sitelinks	Add sitelinks to direct users to specific pages on your site. Learn more About sitelink assets.
Call to action	Choose from various layouts and enter the name of your business or brand.

You can create one asset group before launching your Performance Max campaign and additional asset groups after setup. Your assets will automatically be assembled into all applicable formats and show the most relevant ad creative.

Learn how to Build an asset group.

Audience signals

Audience signals allow you to add audience suggestions that help Google Ads automation optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide the machine learning models on the ideal way to optimize your campaign.

To help you meet your performance goals, Performance Max may show ads to relevant audiences outside of your signals if they have a strong chance of converting.

Learn more about Audience signals.

Ad strength

Ad strength is an indication of the relevance and range of your ad creative combinations. Having more relevant and unique content can help you get the right ad in front of your customers and improve your ad’s performance.

5. Add ad assets

The "Asset group" page in Performance Max displays a recommendation of ad assets related to your set goals. To view these assets. click More assets types. Learn how to Select assets to use.

Ad assets expand your ads and give people more reasons to view your ads. They add useful business data below your ad—locations, additional links, prices, and more. For this reason, ad assets are recommended in Performance Max campaigns.

In Performance Max campaigns, ad assets are tied to specific marketing goals and will be featured more prominently based on the campaign’s goal.

• Ad assets can be information that gives the user an opportunity to learn more about your business.
• Ad assets can also be actions that invite the user to do more than visit the website. Some actions covered may be to call the business, submit a lead form, or view locations.
• Ad assets invite the user to gather more information about the business or extend interaction between the business and user.

You need at least 2 sitelinks (for desktop), and at least one sitelink (for mobile) for the sitelinks to appear in the ad. The number of sitelinks that can appear are different depending on where people are served the ad:

• Desktop: Your ad can show up to 6 sitelinks. Sitelinks may appear on the same line or fill up to 2 lines of your ad.
• Mobile: Your ad can show up to 8 sitelinks. These sitelinks appear side-by-side on a single line in a carousel format. People can swipe left or right on the carousel to browse your various sitelinks. If your ad appears in the very top position, your sitelinks are eligible to show in a prominent row, with only one sitelink on each line.

Once you’ve added your ad assets, click Next.

6. Publish your campaign

Before you finish setting up your campaign, you'll be taken to a review summary with the details of your new campaign. Click Publish Campaign to complete the process.