PMax is great at assembly and distribution. Your job is inputs and guardrails. I let AI propose assets and exclusions, then I quality‑check, launch, and learn. Repeat weekly.
What “plain‑English PMax” actually means
PMax builds ads on the fly from asset groups (your headlines, descriptions, images, and videos) then shows them across Search, Shopping, YouTube, Discover, Gmail, Maps, and partner sites. Give it enough high‑quality assets and it will mix and match combinations to fit each surface. You can load up to 15 headlines, 5 long headlines, and 4 descriptions per asset group; upload image orientations and at least one 10 to 60s video. The system will assemble top combinations and report on them.
The simple workflow
Propose → QA → Launch → Learn → Repeat
1) Map asset groups to how people shop. One asset group per meaningful theme or category page. Example for a wheel/tire shop: “19″ performance street,” “off‑road 33s,” “winter tires,” “truck fitments.” Keep landing pages tight.
2) Let AI draft your creative. Ask your AI (or Google’s built‑in generator) to produce headlines, long headlines, descriptions, image concepts, and 10 to 60s video outlines per asset group within PMax character limits and your voice. You can also generate inside Google Ads and still keep full editorial control.
3) Let AI draft the guardrails. You need three kinds of “negatives”:
- Negative keywords for Search + Shopping traffic inside PMax. Apply them at campaign or account level. They only affect Search/Shopping, not YouTube/Display.
- Brand exclusions to keep out your own brand, competitors, or partners you don’t want to trigger on. In PMax they apply to Search and Shopping, and you can allow Shopping ads to still show if you want branded product visibility.
- Placement exclusions to avoid low‑quality or brand‑unsafe pages, apps, channels. PMax respects account‑level and MCC‑level placement exclusions, and since March 2024 those account‑level lists also apply to Search Partner sites. Manage them under Tools → Content suitability.
4) QA fast, then ship. Check counts, claims, tone, and policy. Aim for “Excellent” Ad Strength and coverage across images and video. Ship.
5) Learn from the right reports. Use the Asset Group “Combinations” view to see top text/image/video mixes and keep the winners in rotation. Use the Placement reportonly for brand safety; it isn’t a performance report.
For search coverage, add Search themes (up to 50 per asset group) to steer into queries you know matter, then watch the “search terms insights” source column to see what came from themes vs. keyword‑less targeting.
My prompt pack (copy/paste and tweak)
Asset Builder (per asset group) “Write 15 headlines (≤30 chars), 5 long headlines (≤90), and 4 descriptions (≤90) for [product/category]. Keep tone: [your voice, no hype]. Avoid clichés and superlatives. Include 3 CTAs. Return in a table with columns: Type, Text, Rationale.”
Image & Video Ideas “List 6 static image concepts and 3 short‑form video outlines (10-60s) that sell [benefit]. Each concept: hook, visual, payoff, and where it best fits (YouTube/Discover/Gmail/Display).”
Negatives: Keywords & Brands “Propose a draft negative keyword list for PMax Search/Shopping that filters unqualified traffic for [business]. Include brand terms to exclude and rationale. Output as CSV with columns: Type (keyword/brand), Term, Match Type, Why.”
Negatives: Placements “Propose 50 domains/apps/YouTube channels to exclude for [brand safety profile], plus 10 ‘watchlist’ properties for review. Include why each appears risky. Output as CSV: Placement, Reason.”
A quick QA checklist
- Headlines hit the angle and match the landing page.
- One clean message per asset; no fluff, no “AI voice.”
- Character limits, trademarks, and compliance pass.
- Images cover square/landscape/portrait; product is centered and readable.
- At least one vertical video (9:16, 10 to 60s) so you’re eligible on Shorts.
- Brand exclusions, negative keywords, and account‑level placement lists applied.
30‑minute weekly routine
- Swap in 2 to 4 fresh assets per under‑performing group.
- Add 5 to 10 negative keywords from search terms insights.
- Expand with 3 to 5 new Search themes if there are clear gaps.
- Review placement report; add any obvious junk to the account‑level list.
- Log lessons, not just wins. Keep a living “best‑of” asset library.
Example: wheels & tires
If you sell aftermarket wheels/tires, your first pass at negatives might include: “wheelchair,” “bicycle,” “tractor,” “industrial caster,” “rim repair,” “free,” “Craigslist,” “Facebook Marketplace,” and mismatched bolt‑pattern search terms.
Use brand exclusions to suppress competitor brand queries if you’re focused on conquest elsewhere, or to separate your own brand traffic into a dedicated campaign. Apply placement exclusions for kids’ games, low‑quality aggregator sites, and any channels that don’t fit your brand’s lane. Then iterate…weekly.
Caveats worth knowing
- Negative keywords work only on Search & Shopping inside PMax; they won’t block YouTube/Display placements.
- Brand exclusions in PMax apply to Search and Shopping, and you can allow Shopping on excluded brand queries if that’s useful.
- PMax honors account‑level placement exclusions, including Search Partner sites. Keep those lists fresh.
Cross‑posting assets (for your blog/SEO)
Headline (different from the prompt title): Let AI Draft. You Do the Steering: PMax, Plainly.
Meta title (≤60 chars): AI + PMax: Asset Combos, Negatives, QA
Meta description (≤160 chars): Use AI to draft PMax assets and exclusions, then QA fast. A simple workflow to steer Google’s automation without losing control.
And that’s it. I hope you found this useful.