Don’t Waste your Time on Performance Max Creative Assets

All the effort you put into building your Image and Video assets for Performance Max are probably a waste of time, as they only account for about 5% of the campaign’s revenue.

The Building Blocks of Performance Max

Performance Max campaigns are a non-transparent mish-mash of the following campaign types:

Search
Shopping
Display
Discover / Demand Gen

Shopping and Search account for 90% of Revenue: No Images Needed

90% of the revenue from a PMax campaign comes from Search and Shopping, which don’t use any of your images or video assets.

Dynamic Remarketing accounts for 5% of Revenue: No Images Needed

Of the remaining 10% revenue, roughly half (5%) comes from Dynamic Remarketing display ads, which also generally don’t use any of your image or video assets.

Your creative assets only drive 5% of your Revenue

So only 5% of your revenue comes from your creative assets, pushed through the Display and Discover networks.

Campaign	% of Revenue	Image or Video Assets Needed?
Search + Shopping	90%	No
Display: Dynamic Remarketing	5%	No
Display + Discover	5%	Yes

So make sure you allocate effort appropriately

Many marketers have this delusional belief that great creative in Performance max will make some sort of difference.

It won’t.

At best, creative assets contribute merely 5% of your PMax performance.

So prioritize and allocate resources appropriately…