How to Structure Performance Max Asset Groups

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Asset groups are where most Performance Max campaigns go wrong. Too many, and each one starves for data. Too few, and the algorithm mixes products with very different margins. Getting this right is a core part of Google Shopping and Performance Max management.

Group by margin or category, not by everything

Start with three to five asset groups based on product categories or margin tiers. Each group should have enough conversions to learn from.

Use listing groups to control products

Each asset group's listing group should contain only the products that belong together. Use custom labels from your feed to make this easy.

Give each group its own signals and creative

• Search themes that match the category
• Customer list or website visitor signals
• Images and headlines specific to those products

Related reading: why PMax spends on brand traffic and PMax vs Standard Shopping.

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