이 섹션에서는 실적 최대화 캠페인과 다른 캠페인 유형 간에 비교 가능한 리소스를 다룹니다.
광고 그룹 대신 애셋 그룹
실적 최대화 캠페인에서는 애셋 그룹이라는 개념을 사용합니다. 애셋 그룹은 광고가 게재되는 채널에 따라 광고를 만드는 데 사용되는 광고 소재의 세트입니다. 다른 캠페인의 광고 그룹과 마찬가지로 공통 테마별로 텍스트, 이미지, 동영상과 같은 애셋을 그룹화하는 데 사용해야 합니다.
Google AI에서 애셋 그룹의 애셋을 목표에 적합한 모든 광고 형식으로 조합하고 캠페인과 가장 관련성 높은 광고 소재를 표시합니다.
두 유형의 그룹에 있는 특정 리소스 (애셋 그룹 애셋 및 광고 그룹 광고)는 서로 다르지만, 특히 기존 광고 그룹의 데이터를 사용하여 이에 상응하는 애셋 그룹을 만든 경우 비교 가능한 실적을 조사하기에 적합합니다.
검색어 실적에 관한 측정항목을 찾고 있다면 campaign_search_term_view를 사용하여 캠페인 수준에서 집계된 실적 최대화 캠페인과 검색 네트워크 캠페인의 데이터를 확인하세요. 광고 그룹 수준에서 집계되고 실적 최대화 캠페인의 데이터가 포함되지 않는 search_term_view 대신 이 보기를 사용하세요.
실적 측정항목 외에도 검색어 통계 보고서를 사용하면 고객이 Google에서 내 비즈니스를 검색하고 내 비즈니스와 상호작용하는 방식을 파악할 수 있습니다.
이 보고서는 선택한 기간 동안 내 광고가 게재된 검색어를 분석하여 검색 및 검색 하위 카테고리로 분류하고 각각에 대한 주요 실적 측정항목을 제공합니다. 검색어 통계의 경우 customer_search_term_insight(캠페인 수준에서 집계) 또는 campaign_search_term_insight(광고 그룹 또는 애셋 그룹 수준에서 집계)을 사용하여 적절한 수준에서 집계되도록 측정항목을 분류합니다.
[null,null,["최종 업데이트: 2025-08-27(UTC)"],[[["\u003cp\u003eIt is recommended to run Performance Max campaigns for at least 6 weeks before comparing performance to other campaigns to allow for sufficient data collection.\u003c/p\u003e\n"],["\u003cp\u003ePerformance Max campaigns use asset groups instead of ad groups, which function similarly by grouping creative assets by a common theme.\u003c/p\u003e\n"],["\u003cp\u003eSearch Term Insights in Performance Max replaces Search Terms used in other campaigns and offers a broader view of customer search behavior across multiple channels.\u003c/p\u003e\n"],["\u003cp\u003eYou can compare Performance Max campaign performance with existing campaigns using similar resources and reporting views, but direct comparison may not always be possible due to Performance Max's broader reach.\u003c/p\u003e\n"],["\u003cp\u003eFor deeper analysis and troubleshooting, refer to the Performance Max optimization and troubleshooting guide.\u003c/p\u003e\n"]]],[],null,["# Compare performance with an existing campaign\n\nOnce your Performance Max campaign has been serving you may want to compare\nthe performance with your existing campaigns to understand where it is\nbringing value and where you might want to make improvements.\n\nBefore you compare performance of campaigns, it is recommended you run campaigns\nfor at least 6 weeks to allow Google AI time to ramp up and curate sufficient\ndata to compare performance.\n\nCompare reports\n---------------\n\nOur guide on [Performance Max reporting](/google-ads/api/performance-max/reporting) is the first place\nto start to understand which attributes and metrics are compatible with\nPerformance Max and how to retrieve them using\n[`GoogleAdsService.SearchStream`](/google-ads/api/reference/rpc/v21/GoogleAdsService#searchstream).\n\nThis section will cover which resources are comparable between Performance Max\nand other campaign types.\n| **Note:** Since Performance Max lets you unlock new audiences across Google's channels and networks, you might find that there may not be a direct comparison available between metrics you use in existing campaigns and those in Performance Max. Make sure to compare the performance of all existing campaigns with exposure to the audiences Performance Max can reach. This will ensure you see the whole picture. This guide will explain new reporting views to access performance data and the best mapping you can make between similar sources.\n\n### Asset groups instead of ad groups\n\nPerformance Max campaigns use the concept of\n[asset groups](//support.google.com/google-ads/answer/10724748) which are a set\nof creatives that will be used to create an ad depending on the channel it's\nbeing served on. Similar to ad groups in other campaigns, you should use them\nto group assets, such as text, images and video, by a common theme.\nGoogle AI will assemble the assets in an asset group into all applicable ad\nformats for your goal and show the most\nrelevant creative for your campaign.\n\nAlthough the specific resources (asset group assets and ad group ads) in both\ntypes of group are different it is a good place to start investigating\ncomparable performance especially if you used the data from an existing ad group\nto create an equivalent asset group.\n\nHere are a few examples of resources and reporting views that are similar\nin Performance Max:\n\n| Your current resource or view | Performance Max similar resource or view | Notes |\n|-----------------------------------------------------------------------------------|-------------------------------------------------------------------------------------------------|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|\n| [ad_group](/google-ads/api/fields/v21/ad_group) | [asset_group](/google-ads/api/fields/v21/asset_group) | As both group by theme, metrics such as [conversions](/google-ads/api/fields/v21/asset_group#conversions) can be compared for the theme. |\n| [ad_group_ad](/google-ads/api/fields/v21/ad_group) | [asset_group](/google-ads/api/fields/v21/asset_group) | As a collection of assets are used to generate ads, some structural data can be found at this level, such as [final_urls](/google-ads/api/fields/v21/asset_group#final_urls). |\n| [ad_group_criterion.listing_group](/google-ads/api/fields/v21/ad_group_criterion) | [asset_group_listing_group_filter](/google-ads/api/fields/v21/asset_group_listing_group_filter) | Only for campaigns with product or listing groups. |\n| [product_group_view](/google-ads/api/fields/v21/product_group_view) | [asset_group_product_group_view](/google-ads/api/fields/v21/asset_group_product_group_view) | Only for campaigns with product feeds. |\n\n### Search Terms Performance\n\nIf you are looking for metrics on search term performance, use\n[`campaign_search_term_view`](/google-ads/api/fields/v21/campaign_search_term_view) to find data\nfor both Performance Max and search network campaigns aggregated at the campaign\nlevel. Use this view instead of the\n[`search_term_view`](/google-ads/api/fields/v21/search_term_view), which aggregates at the ad\ngroup level and does not include data for Performance Max campaigns.\n\nIn addition to performance metrics, the [search term\ninsights](//support.google.com/google-ads/answer/11386930) report can help you\nunderstand how your customers search and engage with your business on Google.\nThis report analyzes search terms where your ads appear in the selected time\nperiod, grouping them into search categories and subcategories to provide you\nwith key performance metrics for each. For search term insights, segment metrics\nto aggregate at the appropriate level using either\n[`customer_search_term_insight`](/google-ads/api/fields/v21/customer_search_term_insight)\n(aggregate at the campaign level) or\n[`campaign_search_term_insight`](/google-ads/api/fields/v21/campaign_search_term_insight)\n(aggregate at the ad group or asset group level).\n| **Note:** We recommend that you request the `customer_search_term_insight` data first and then refine your request using the `campaign_search_term_insight`. This is due to the volume of data required to be processed when segmenting at lower granularity. You may get a `RESOURCE_EXHAUSTED` error if you use `campaign_search_term_insight` too often on an account.\n\nOptimization \\& Troubleshooting\n-------------------------------\n\nFor more best practices for optimizing and troubleshooting Performance Max\ncampaigns, see our\n[Performance Max optimization and troubleshooting guide](/google-ads/api/performance-max/troubleshooting)."]]
