Performance Max is a goal-based campaign type that allows you to access your Google Ads inventory from a single campaign. To make setup simple, you can enable text customization within your campaign settings. This feature allows Google to curate text for headlines and descriptions from your landing page(s) and show them in your ads when predicted to improve performance.
This article explains how to use text customization in your current Performance Max campaigns. If you’re interested in learning more or using text customization outside of your Performance Max campaigns, visit About text customization in Search campaigns.
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About text customization
When needed, Google may automatically add a dynamic headline, description, or additional text assets to match your landing page content. These Google customized text assets help connect you to potential customers based on their search queries and intent. When this setting is turned on, Google uses AI to create descriptions, headlines, and additional text assets from your landing page, domain, and existing ads and creative assets. It’s recommended that you keep this setting turned on to optimize campaign performance.
Google customized text assets are now also surfaced in asset group asset reporting for Performance Max campaigns. They can be identified through the designation “Automatically created†in the “Source†column. Google customized text assets are reported on the “Asset†page of an Asset Group as well as the Combination Report. Learn more About asset reporting in Performance Max.
Text
Using this setting means your campaign may use content from your landing page, domain, and provided assets to customize ads when predicted to improve performance. We recommend leaving this on.
Final URL
Using this setting allows your campaign to replace your final URL with a more relevant landing page from the Final URL domain, based on the user’s search intent. We recommend leaving this on. Learn more About Final URL expansion in Performance Max.
URL exclusion
If you have pages that you need to exclude from sending traffic to, you can use URL exclusion or URL parameter rules, for example, if you don't want customers to be directed to non-commercial pages or sections of your website, you can exclude those pages using URL exclusions. Learn more About URL exclusion in Performance Max.
Asset level removal
Google customized text assets in reporting can now be removed at the asset level. Learn more About text customization in Search campaigns.
For advertisers with a Merchant Center feed
For Performance Max campaigns with a Merchant Center feed attached, ads may be served to a URL provided in the campaign (Final URL) or to a product included in the campaign from the attached Google Merchant Center.
- If text customization is turned on: Search Ads may be served to additional URLs besides the provided Final URL domain. Shopping Ads may serve optimized titles based on the user query, in addition to product URLs and product titles from the Google Merchant Center.
- If text customization is turned off: Search Ads will be served only to the Final URL. Shopping Ads may serve product URLs and product titles from the Google Merchant Center. Learn more about Optimized titles.
- If you upload a video asset to your Performance Max campaign and have URL expansion turned off, a click on the video ad can take users either to a product landing page based on products targeted in the listing group or to the URL specified in the Final URL field of the asset group.
- If URL expansion is on, a click on the video ad will take users to product landing pages based on products targeted, the URL specified in the Final URL field of the asset group or category pages that are thematically related to the products targeted by the campaign and product URLs from GMC feed.
