Asset Requirements

Each AssetGroup in a Performance Max campaign requires an initial minimum set of assets. These could be existing assets used in other campaigns or new assets specifically for an AssetGroup in a Performance Max campaign.

When linked to Google Merchant Center, a retail Performance Max campaign generates the minimum necessary set of assets automatically. As a best practice, we recommend uploading additional assets to maximize reach across all inventory. It's important to note that asset requirements can still apply to retail campaigns in some situations.

Required assets

Requests to create an AssetGroup in a non-retail campaign or update the assets associated with any AssetGroup must meet all of the following requirements:

Required `TEXT` Assets			Number allowed per `AssetGroup`
`AssetFieldType`	Character limit	Additional requirements	Min	Max
`HEADLINE`	30 characters	At least 1 with 15 characters or less	3	15
`LONG_HEADLINE`	90 characters		1	5
`DESCRIPTION`	90 characters	At least 1 with 60 characters or less	2	5
`BUSINESS_NAME`	25 characters		1	1

Required `IMAGE` Assets					Number allowed per `AssetGroup`
`AssetFieldType`	Required aspect ratio	Recommended dimensions	Min dimensions	Max file size	Min	Max
`MARKETING_IMAGE`	Landscape (1.91:1)	1200 x 628	600 x 314	5120 KB	1	20
`SQUARE_MARKETING_IMAGE`	(1:1)	1200 x 1200	300 x 300	5120 KB	1	20
`LOGO`	(1:1)	1200 x 1200	128 x 128	5120 KB	1	5

If you try to link an image asset that doesn't conform to the aspect ratio specification for that AssetFieldType, an ASPECT_RATIO_NOT_ALLOWED is returned. This check isn't performed during asset upload.

Optional assets

The following assets are optional. However, we recommend uploading additional assets to maximize reach across all inventory.

Optional `IMAGE` Assets
`AssetFieldType`	Required aspect ratio	Recommended dimensions	Min dimensions	Max file size	Max number allowed per `AssetGroup`
`PORTRAIT_MARKETING_IMAGE`	(4:5)	960 x 1200	400 x 600	-	20
`LANDSCAPE_LOGO`	(4:1)	1200 x 300	512 x 128	5120 KB	20

Other optional Assets
`AssetFieldType`	Specifications	Max number allowed per `AssetGroup`
`YOUTUBE_VIDEO`	Aspect ratio of horizontal (16:9), square (1:1), or vertical (9:16); and greater than or equal to 10 seconds in duration	5
`CALL_TO_ACTION_SELECTION`	Automated by default, or select from a list	1
`MEDIA_BUNDLE`	Less than 150 KB	1

Asset selection

Asset groups in Performance Max campaigns can use assets from your account-level asset library, so you can reuse assets across campaigns and asset groups rather than uploading commonly used assets multiple times. You can issue search requests to find assets that meet the respective requirements and specifications for each AssetFieldType.

Combine queries to check if your account has enough assets to create a valid asset group. For example, the following query demonstrates how to retrieve all assets that meet the specifications for a MARKETING_IMAGE, one of the required IMAGE assets:

SELECT
  asset.resource_name,
  asset.name,
  asset.image_asset.full_size.width_pixels,
  asset.image_asset.full_size.height_pixels
FROM asset
WHERE asset.type = 'IMAGE'
  AND asset.image_asset.file_size <= 5120000
  AND asset.image_asset.full_size.width_pixels = 1200
  AND asset.image_asset.full_size.height_pixels = 628
  AND asset.name LIKE '%KEYWORD%'

This example uses the recommended dimensions for a MARKETING_IMAGE as filtering conditions in the WHERE clause. These are not requirements, but images must meet specified aspect ratios.
The asset width and height in the SELECT clause can be used to check required aspect ratios later on if you don't use the filters in the WHERE clause.
This example shows how to optionally filter by asset name, which can be useful if you've uploaded assets with descriptive names.

Assets

Asset groups