2025 Performance Max Priorities: Your High-Impact PMax Checklist
Last year, Google implemented over a dozen new features to Performance Max campaigns that are already moving the PMax needle in a positive direction for ecommerce brands. For leaders aiming to reach a goal or make a positive change for your business, defining the right priorities will help you harness the power of Performance Max to amplify your growth.
We invite you to follow our high-impact PMax checklist to push the boundaries of all the new and powerful features the leading paid ad platform has to offer. So, join us in challenging your campaigns and performance with the below checklist of the latest Performance Max priorities and opportunities.
Understand Your Asset Performance
Google has started the year off strong with the release of asset-level performance metrics to Performance Max campaigns. This allows us to view and analyze performance data by asset type, opening up a whole new realm of A/B testing opportunities.
Reviewing Asset-Level Performance in Google Performance Max
With the introduction of asset-level performance metrics in Google Performance Max, advertisers can now assess individual asset performance more precisely. Here’s how to review these metrics:
Select your Performance Max campaign
Navigate to Asset Groups
Select an Asset Group and click “View Details”
Expand columns for Performance Data
Implementing A/B Testing for Creative Assets
Since Performance Max auto-optimizes assets rather than running traditional A/B tests, you need to take a structured approach to evaluate what works best. While you can’t run a true A/B test in the classic sense, you can test different creative elements by adding multiple variations within an asset group and analyzing performance over time.
Example 1: Testing Different Messaging Approaches
Scenario: You want to determine whether a benefits-driven headline outperforms a discount-focused one.
Test Setup:
Ensure your asset group includes at least five headline variations, covering both approaches:
Example Benefit-Driven: “Boost Sales with AI-Driven Insights”
Example Discount-Focused: “Save 20% on AI Marketing Tools Today”
Run the campaign for at least 2-4 weeks.
Use the Asset Performance Report to compare engagement, conversions, and cost-per-click (CPC).
Rather than removing lower-performing headlines too quickly, allow the system to optimize over time before making adjustments.
Upload at least four image variations within your asset group:
Version A: Lifestyle images with real people using the product
Version B: High-quality product-only images on a clean background
Monitor metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS) to assess which style resonates more.
If a specific type consistently underperforms, swap it out and introduce a new variation for continued testing.
By structuring asset groups with multiple variations, you can leverage Performance Max’s optimization while still gathering valuable insights on what works best for your audience.
Best Practices for A/B Testing in Performance Max
Test one element at a time (headlines, images, videos) to isolate what’s driving performance.
Run tests for at least 2-4 weeks to allow Google’s algorithm to optimize properly.
Use different asset groups, multiple PMAX campaigns are not necessary to test asset performance.
Monitor asset group performance data for conversions and efficiency.
By regularly reviewing asset-level performance and strategically testing variations, you can optimize your Performance Max campaigns for better engagement, higher conversions, and improved ad efficiency.
Ensure You Have Excellent Asset Ratings in Performance Max
Google reports that improving Performance Max asset ratings from Good to Excellent can boost conversions by an average of 6%. Optimizing your assets to achieve the highest ratings ensures your ads perform at their best.
How to Check Your Asset Ratings in Performance Max
Go to Your Performance Max Campaign
Log in to Google Ads and navigate to the Performance Max campaign you want to evaluate.
Click on Asset Groups in the left-hand menu.
View Asset Ratings
Under each Asset Group, you’ll see individual assets (headlines, descriptions, images, videos, etc.) with ratings such as “Low,” “Good,” or “Excellent.”
These ratings are based on performance in driving engagement and conversions.
Identify Low-Performing Assets
Focus on “Low” and “Good” rated assets and find patterns.
Are certain images getting lower ratings? Are headlines underperforming?
Check insights to see which audiences are engaging more with “Excellent” rated assets.
Ways to Improve Your Asset Ratings from Good to Excellent
Use a Variety of Assets
Ensure you provide diverse asset types (multiple headlines, descriptions, images, and videos).
Google prioritizes variety for better audience targeting and personalization.
Optimize Ad Copy for Clarity & Relevance
Use clear, compelling language and strong CTAs.
Example of a weak headline: ” New Products Available” (too generic)
Example of a strong headline: “Shop New Spring Dresses”
Upgrade Your Visuals
Use high-resolution images and videos—Google favors high-quality visuals over pixelated or generic stock images.
Maximize visibility by ensuring key sizes, like vertical video, are added
Match Assets to Audience Intent
If your ad targets first-time visitors, highlight value propositions.
If targeting repeat customers, use loyalty-based messaging or dynamic product ads.
Test & Swap Out Low-Rated Assets
Regularly replace “Low” and “Good” rated assets with fresh variations.
Monitor how these changes impact engagement and conversion rates.
Start With One, Understand the “Why,” & Scale
Before overhauling all assets at once, start with one element at a time to identify what’s working.
Example 1: Testing Ad Copy to Move from Good to Excellent
Your current headline rating is “Good,” and your description mentions “Big selection of sizes and styles.” but lacks urgency.
You test a new version: “Trending Dresses and Skirts are here – shop now before inventory is limited.”
After 2-3 weeks, if the new copy improves conversion rate, scale this approach across more campaigns.
Example 2: Improving Visual Asset Ratings
Your image rating is “Good” because it features a basic product shot on a white background.
You swap it with a lifestyle image of a person using the product.
After testing, you see a higher CTR and engagement rate, so you apply this approach across other asset groups.
Final Tip:
Regularly review performance insights and iterate one change at a time. Small, strategic tweaks add up to major performance gains over time.
Refresh Your Customer Lists
If your customer lists haven’t been updated in over a year, now is the time to refresh and expand them. This ensures your Performance Max campaigns effectively retarget previous customers while also helping you reach new audiences.
Why This Matters for 2025
Avoid wasted spend on outdated contacts
Segment high-value customers for better targeting
Expand acquisition efforts by finding lookalike audiences
How to Refresh Customer Match Lists in Google Ads
Navigate to Audience Manager
Log into Google Ads and click on Tools & Settings (wrench icon).
Under Shared Library, select Audience Manager.
Update or Upload a New Customer Match List
Click the “+” button and choose Customer List.
Select a file to upload (CSV format with emails, phone numbers, or mailing addresses).
Enable auto-updating by integrating with CRM platforms like HubSpot, Klaviyo, or Shopify for dynamic list updates.
Use Audience Expansion to Find New Customers
Once updated, select “Similar Audiences” to create a lookalike audience based on existing customers.
This helps acquire new customers who behave similarly to your best buyers.
Example 1: Targeting Repeat Buyers with Exclusive Offers
Segment past customers who purchased in Q4 2024 and target them with loyalty discounts for Q1 2025.
Example 2: Expanding Customer Reach with Lookalikes
If your top customers are in the 25-34 age range and buy high-end skincare, create a lookalike audience to find new prospects with similar purchase behavior.
By refreshing customer lists and using automated audience updates, eCommerce brands can maximize retargeting efforts and scale acquisition strategies in 2025.
Now Tackle Your PMax Checklist
Priorities are important by nature and this PMax priority checklist is essential to your success on the platform in the months to come. Each priority presents an opportunity for you to take advantage of new and improved features of Performance Max that have proven effective for ecommerce businesses.
If you’d like any help understanding, applying, or making the most of any of these key priorities, our team is well-versed in all things Performance Max and paid search. We are ready and eager to help you—all you have to do is click below and book a brief intro call.
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