The value of Performance Max campaigns comes from being able to automatically target in-market users across all Google networks (Search, YouTube, Shopping, Display, Gmail). However, we’ve found that there’s the potential to waste up to 30% of the budget when running across all of these networks.

Creative assets in Performance Max refer to the videos, images, headlines and descriptions which can be applied when setting the campaign up. Having these assets is what allows the campaign to run across multiple networks. But by skipping the assets page and running with just a feed, it’s possible to force traffic through shopping specifically, which is particularly important for those wanting to use Performance Max primarily as a shopping campaign.