skill-089-pmax-asset-group-structure

Skill 089: Performance Max Asset Group Structure

Purpose

Evaluate whether PMax asset groups are organized by distinct product categories or intent themes. Poorly structured asset groups dilute audience signals and creative relevance, reducing campaign effectiveness.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include asset group details.

GAQL Query - Asset Groups:

SELECT
  campaign.id,
  campaign.name,
  asset_group.id,
  asset_group.name,
  asset_group.status,
  asset_group.ad_strength
FROM asset_group
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND campaign.status = 'ENABLED'

GAQL Query - Listing Group Filters:

SELECT
  asset_group.id,
  asset_group.name,
  asset_group_listing_group_filter.type,
  asset_group_listing_group_filter.case_value.product_type.value,
  asset_group_listing_group_filter.case_value.product_brand.value
FROM asset_group_listing_group_filter
WHERE campaign.advertising_channel_type = 'PERFORMANCE_MAX'

Run via /google-ads:get-custom with query name pmax_asset_groups.

Analysis Steps

1. Inventory Asset Groups: List all asset groups per PMax campaign; count and check status
2. Analyze Structure Logic: Identify if organized by product, brand, margin tier, or intent
3. Evaluate Asset Group Quality: Check ad strength ratings and asset coverage
4. Check for Structural Issues: Too many (>10) or too few (<2) asset groups; overlapping products
5. Assess Performance Correlation: Identify under/over-performers by asset group

Thresholds

Condition	Severity
Ad Strength "Poor" on any asset group	Critical
Ad Strength "Average" on >50% of asset groups	Warning
No video assets in any asset group	Warning
<10 headlines in any asset group	Warning
>10 asset groups per campaign	Info
<2 asset groups for diverse catalog	Warning

Output

Short (default):

## PMax Asset Group Structure Audit
**Account:** [name] | **Campaigns:** [count] | **Asset Groups:** [count] | **Issues:** [count]

### Critical
- **[Asset Group]**: Ad Strength Poor - Add [count] headlines, [count] images

### Warnings
- **[Asset Group]**: Missing video assets
- **[Campaign]**: Overlapping product targeting between asset groups

### Recommendations
1. Fix ad strength on [count] asset groups with Poor rating
2. Add video assets to [count] asset groups
3. Restructure [campaign] to separate [products]