PMax & Demand Gen

This article provides guidelines for structuring PMax and Demand Generation asset groups.

Asset Group Structure Advice

For detailed advice on PMax asset group structure, visit this link.

Performance Max

Drive performance across all Google channels:

• Search
• YouTube including Shorts
• Discover
• Gmail
• Display
• Shopping / Google Maps (where relevant)

Goals:

• Max Conversions
• Max Conversion Value

Focus on reaching potential customers at multiple touchpoints, particularly at the middle/bottom of the funnel, aiming for purchases/conversions.

Demand Generation

Generate demand and deliver results on visual, entertaining surfaces:

• YouTube Shorts
• YouTube in-feed
• Discover
• Gmail

Goals:

• Max Clicks
• Max Conversions
• Max Conversion Value

Focus on reaching potential customers who are in the consideration phase, to build interest and awareness of a brand or product.

Ad Specs

Logo Specs

Square logo (1:1)

• Recommended size: 1200 x 1200
• Min. size: 128 x 128

Image Specs

Minimum 1, maximum 20 images. Good for clients to supply 5 landscape images that can be cropped to square (1:1) and Portrait (4:5) versions to have a total of 15 images. The maximum file size for any image is 5120 KB.

• Landscape image (1.91:1): Recommended size: 1200 x 628, Min. size: 600 x 314
• Square image (1:1): Recommended size: 1200 x 1200, Min. size: 300 x 300
• Portrait image (4:5) (Optional): Recommended size: 960 x 1200, Min. size: 480 x 600

Video Specs

Supply link to already uploaded YouTube video. 1-5 videos.

• Min length: 5 seconds
• Shorts: max length 1 minute, 10-20 seconds recommended
• Other: no max length, under 3 mins recommended

• Landscape (16:9): Recommended pixels for HD 1920x1080px
• Square (1:1): Recommended pixels for HD 1080x1080px
• Portrait (4:5)
• Vertical (9:16)