Structuring Performance Max: choose your asset groups and product selection first
The choice: start with a verifiable campaign structure
Start by defining clear boundaries: a campaign has at least one asset group, and an asset group cannot be shared across campaigns. Therefore, set up an asset group around one recognisable theme or related audience—the precise role assigned to it in the documentation. This makes the choice testable before launch: does every asset and product fit the same commercial topic? The supplied passages do not support claims about primary conversions, search themes, branded traffic, bidding strategy, or the effect on revenue; therefore, treat these topics as separate account checks, not as proven outcomes of this structure.
For retail, product eligibility is an explicit decision
In retail PMax, listing groups are used to determine which products to include or exclude for each asset group. All asset groups in retail campaigns require a valid product partition tree with AssetGroupListingGroupFilter objects. Use this technical requirement as a simple editorial working question: which product belongs in this asset group, which does not, and who checks the classification when the assortment changes? A correct product structure is therefore a necessary setup step within the scope of these sources, not proof that it improves feed quality or campaign performance.
Document the decision before interpreting results
Use a topic-specific decision log for PMax: record the commercial theme, associated assets, included and excluded product groups, owner, review point, and next decision for each asset group. This log makes changes traceable and prevents a product selection from quietly becoming disconnected from the asset group's theme. The sources describe API structure and requirements; they do not provide individual legal, financial, or professional advice, nor do they assess the right conversion choice, branded traffic control, or expected profit for a specific account.
