If you're a Google Ads advertiser, a PMax campaign (or Performance Max campaign) is no stranger to you. This type of objective-based campaign allows those doing performance advertising to access the entire Google Ads inventory from a single campaign. And even though it's relatively new, it has already gained quite a few fans given the results it usually brings.
According to Google, "the PMax campaign is designed to complement your keyword-based search campaigns and help you find more customers who generate conversions across all Google channels, such as YouTube, Display, Search, Discover, Gmail and Maps".
And the truth is, it works! But did you also know that you can automate them by creating rules? Automated rules are simple commands given to Google Ads to make certain manual processes automatic. They're very useful, for example, during festive seasons, or in promotional campaigns whose dates fall at the weekend. You can stay on the sofa watching your favourite Netflix series, or go for a walk in the countryside, and Google will take care of everything for you, as per your instructions!
Up until now, and for the most common types of campaigns, such as Search and Display, we've talked about Google Ads ‘ad groups’. But PMax campaigns represent a significant evolution to the traditional campaign structures. One of their main distinctions is that there are no ‘ad groups’, but rather ‘asset groups’. In these Performance Max campaigns, ads are created dynamically based on the assets uploaded by the advertiser (such as images, videos, titles and descriptions) and according to the performance goal selected (sales, leads, visits to the local shop, etc). So, there are no ad groups, but rather groups of these assets.
Now that we've understood the logic behind the difference between an ad group and an asset group, the first step to being able to create an automated rule for ‘the PMax campaign ad group’ is to start calling this group by its real name. Does your brain insist on resisting? Don't worry, ours did too at first, but eventually it got used to it! The correct term is ‘asset group’ and that is the option we have to select whenever we want to create an automated rule at the asset group level of a PMax campaign.
We'll share with you two different ways of creating automated rules for your PMax campaigns on Google Ads (please note that these are also valid for any type of campaign, not just Performance Max), so just choose the one that is the easiest for you:
1. Directly from the search icon in Google Ads – the most intuitive way. As soon as you enter your Google Ads account, just type ‘rules’ into the search bar and you'll go straight to the ‘Automated rules’ tab. Click on the little blue ‘+’ on the top left-hand side and select ‘Asset group rules’ – yes, that's right, not campaign nor ad group. Create the conditions for your new rule and presto, it’s done!
2. Inside the campaign – the most methodical way. Access the PMax campaign and click on ‘Asset group’, change the view to ‘Table’ – as by default, we always enter the ‘Summary’ view – select the asset group, click ‘Edit’ and then ‘Create automated rule’. And that's it, the table with the rule creation scheme will appear. In this case, once you have created the rule, we strongly advise you to go to the automated rules tab (quick access explained in option 1) to check that the rule has been created as you intended.
Start creating your automated asset group rules for Performance Max campaigns in Google Ads now, and make the most out of them.
And if you're asked how are the groups within PMax campaigns called, will you answer correctly? That's right, it's ‘asset group’! But if ‘ad group’ still comes naturally to you, don't worry – be kind and patient with your brain, read the article again, or ask us for help. Not only do we know all the names, but we are also wizards in what working with Google Ads is concerned! And it's not just us saying it, it's our clients and even Google itself!
For more information, bespoke strategies and efficient digital marketing solutions, just contact the Clarity’s girls through info@yourdigitalclarity.com or visit our website at yourdigitalclarity.com.
