In Performance Max, Google dynamically combines your headlines and descriptions across various networks like Search, Gmail, Discovery, or Display. Because of this, text isn't just filler—it's the quality filter to attract the right user.
Many advertisers upload the bare minimum required and let the algorithm "do its magic." The result: irrelevant ads, wasted budget on secondary channels, and low-quality leads. Additionally, if you don't complete them, Google is more likely to create assets for you, which tend to be of lower quality.
In your report in Dolnai, in the assets section, you can clearly see a classification of assets based on their performance. Remember to analyze a representative time frame to avoid coming to incorrect conclusions.
1. Take advantage of all available space: Maximize the limit of up to 15 headlines, 5 descriptions (1 short and 4 regular), and long headlines up to 90 characters.
You also have other assets available, such as sitelink extensions, callouts, etc. Play with the different levels of extensions (account, campaign, and ad group) to display and combine them with relevant information in each case:
e.g., If you are a furniture store, you can set opening hours as an account-level extension, a campaign-level promotion for a tables campaign, and sitelink extensions pointing to a selection of best-selling models at the nightstands group level.
2. Avoid redundancy: Don't write 5 variations changing just a single word. Target different angles:
3. Syntax and independence: Ensure each piece of text makes absolute sense on its own and when dynamically combined.
💡 Remember: If your audience signals are the steering wheel of PMax, the creative assets are the engine.
Discover which text combinations perform best in your account and industry using Dolnai’s Asset Analysis.
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