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Subject: Performance Max best practices: Creating effective ads
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PERFORMANCE MAX
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or: #202124;font-family: Google Sans ,Roboto,Helvetica Neue, Helvetica,Aria=
l,sans-serif;letter-spacing: 0.1px;padding-top: 45px;">
Since Performance Max campaigns automatically build ads with the text and i=
mages that you provide, here are our recommendations to help your campaigns=
 perform at their best:
</td>
</tr>
</table>
</td>
</tr>
<!-- two column code start here -->
<tr>
<td align=3Dcenter valign=3Dtop style=3Dpadding-top:37px; class=3Dpdt_60>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<!-- Point 1 code start -->
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<!-- column 1 code start -->
<td align=3Dcenter valign=3Dtop width=3D102 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop width=3D64 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/UQK9BMK8bVjvZssSDlZWia4m4Z=
E9hi3Pd4PfDj4p.png style=3D"display:block;width: 64px;" width=3D64 class=3D=
w_136>
</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 1 code end -->
<!-- column 2 code start -->
<td align=3Dleft valign=3Dtop width=3D440 class=3D" display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:18px;line-height: 28px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; font-weight: 700;" class=3D"text_center pdt_35">
Upload a variety of creative assets
</td>
</tr>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:16px;line-height: 24px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; letter-spacing: 0.1px;" class=3Dtext_center>
Provide your campaign with a wide range of text and images so that your ads=
 can show up across all of Google=E2=80=99s channels. Have at least five ve=
rsions of text (three headlines and two descriptions) and at least two imag=
es, both landscape and portrait.
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 2 code end -->
</tr>
</table>
</td>
</tr>
<!-- Point 1 code end -->
<!-- Point 2 code start -->
<tr>
<td align=3Dcenter valign=3Dtop style=3Dpadding-top:25px; class=3Dpdt_40>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<!-- column 1 code start -->
<td align=3Dcenter valign=3Dtop width=3D102 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop width=3D64 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/dqH4CUK3hLa5oPk9nW95lNsOQT=
2qgtQaIpmh6Wzw.png style=3D"display:block;width: 64px;" width=3D64 class=3D=
w_136>
</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 1 code end -->
<!-- column 2 code start -->
<td align=3Dleft valign=3Dtop width=3D440 class=3D"w-304 display">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:18px;line-height: 28px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; font-weight: 700;" class=3D"text_center pdt_35">
Speak to your customers=E2=80=99 needs
</td>
</tr>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:16px;line-height: 24px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; letter-spacing: 0.1px;" class=3Dtext_center>
Craft messaging that highlights your brand=E2=80=99s unique benefits or sol=
ves a specific concern that your customers might have.
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 2 code end -->
</tr>
</table>
</td>
</tr>
<!-- Point 2 code start -->
<!-- Point 3 code start -->
<tr>
<td align=3Dcenter valign=3Dtop style=3Dpadding-top:25px; class=3Dpdt_40>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<!-- column 1 code start -->
<td align=3Dcenter valign=3Dtop width=3D102 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop width=3D64 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/lG32zfyZrmlxtWwSou15fw4hcP=
0GNCA2Bl2kjOI4.png style=3D"display:block;width: 64px;" width=3D64 class=3D=
w_136>
</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 1 code end -->
<!-- column 2 code start -->
<td align=3Dleft valign=3Dtop width=3D440 class=3D" display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:18px;line-height: 28px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; font-weight: 700;" class=3D"text_center pdt_35">
Encourage action
</td>
</tr>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:16px;line-height: 24px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; letter-spacing: 0.1px;" class=3Dtext_center>
Include direct and specific calls to action so that the next step is clear.=
 You can keep it as simple as &#39;buy now&#39; or &#39;contact us&#39;.
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 2 code end -->
</tr>
</table>
</td>
</tr>
<!-- Point 3 code end -->
<!-- Point 4 code start -->
<tr>
<td align=3Dcenter valign=3Dtop style=3Dpadding-top:25px; class=3Dpdt_40>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<!-- column 1 code start -->
<td align=3Dcenter valign=3Dtop width=3D102 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop width=3D64 class=3D"display w-100">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/krPX4tGmptzxRMrTspXHbC9BP2=
LUD2YEBpoA6m1N.png style=3D"display:block;width: 64px;" width=3D64 class=3D=
w_136>
</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 1 code end -->
<!-- column 2 code start -->
<td align=3Dleft valign=3Dtop width=3D440 class=3D"w-304 display">
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0>
<tr>
<td align=3Dleft valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:18px;line-height: 28px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; font-weight: 700;" class=3D"text_center pdt_35">
Give people more reasons to click
</td>
</tr>
<tr>
<td align=3Dleft valign=3Dtop style=3D"font-size:16px;line-height: 24px;col=
or: #202124;font-family:Google Sans ,Roboto,Helvetica Neue, Helvetica,Arial=
,sans-serif; letter-spacing: 0.1px;padding-bottom: 60px;" class=3Dtext_cent=
er>
Extensions are extra text and links that you can include to make your ads m=
ore interactive =E2=80=93 potential customers can sign up, shop or call, ri=
ght from your ads. Having at least three extensions can make you stand out =
and boost your click-through rate.
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
<!-- column 2 code end -->
</tr>
</table>
</td>
</tr>
<!-- Point 4 code start -->
</table>
</td>
</tr>
<!-- two column code end here -->
</table>
</td>
</tr>
<!-- Module 2 section end -->
<!-- Module 3 section start here -->
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D610 class=3Dtable>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D436 class=3Dw_320>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation border=3D0 cellpadding=3D0 cellspacing=3D0 width=
=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop style=3D"font-size: 20px;line-height: 30px;=
color: #202124;font-family: Google Sans,Roboto,Helvetica Neue, Helvetica,Ar=
ial,sans-serif;font-weight: 500;">
Create ads that inspire action with this guide, which has tips for every go=
al.
</td>
</tr>
<!-- cta code start here -->
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop style=3D"padding-top: 20px;padding-bottom: =
45px;" class=3D"pdt_40 pdb_100">
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 class=3D"" borde=
r=3D0>
<tr>
<td align=3Dcenter valign=3Dtop>
<a href=3Dhttps://notifications.google.com/g/p/ANiao5oZySMC963f0XLRSDlZfrxm=
KNxzeZ3C1xhDvKtRy00mBtdP3U6Bjgm6sJl6sOHNaK3r3BuiSwIDIWfGQLzspfM_ZOenLMH6SfE=
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DlbDiroO1IuHWRn6Tse_4IcH_xtculjs1GtHdaiXAKBIQrXCSdze2XYJtcyCEJmI6VElzvIySMS=
Pbw6qU3fXacbqpGHhW1ZLQ target=3D_blank style=3D"background:#1A73E8; border-=
radius:4px; color:#ffffff; display:block; font-family:Google Sans,Roboto, A=
rial, sans-serif; font-size:16px; line-height: 24px; font-weight:500; paddi=
ng-top:12px ;padding-bottom:12px; padding-left:24px;padding-right:24px; tex=
t-decoration:none; text-align: center;" class=3Dblr_3> Explore best practic=
es
</a>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
<!-- cta code end here -->
</table>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
<!-- Module 3 section end here -->
<!-- Module 5 section code start here -->
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0>
<!-- desktop mobile image code start -->
<tr>
<td align=3Dcenter valign=3Dtop class=3Dmob_hide>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/vPTJCQsHeoAxdFplJxvjERzJnz=
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</a>
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<!-- desktop mobile image code end -->
<!-- mobile image code start -->
<!--[if !mso]><!-->
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<td align=3Dcenter valign=3Dtop class=3Dmob_show style=3Ddisplay:none;>
<a href=3D# style=3Ddisplay:block;>
<img src=3Dhttps://www.gstatic.com/growthlab/api/Kod010RCo4wR5KoOpsOevmHfkK=
WP0KJPZc1UW2vx.png style=3D"display:block;width: 360px;" width=3D360>
</a>
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<!--<![endif]-->
<!-- mobile image code end -->
</table>
</td>
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<tr>
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<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D584 clas=
s=3Dw_320>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D290 clas=
s=3Dw_218>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop style=3D"font-size:20px;line-height: 28px;c=
olor: #202124;font-family: Google Sans,Roboto,Helvetica Neue, Helvetica,Ari=
al,sans-serif;font-weight: 700;">
Download the Google Ads app
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
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<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 class=3Dw_238>
<tr>
<td align=3Dcenter valign=3Dtop>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop style=3D"font-size:16px;line-height: 24px;c=
olor: #202124;font-family: Google Sans ,Roboto,Helvetica Neue, Helvetica,Ar=
ial,sans-serif;font-weight: 400;letter-spacing: 0.1px;padding-top: 10px;">
Stay connected to your ads, from anywhere.
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
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<!-- Two column code start for images -->
<tr>
<td align=3Dcenter valign=3Dtop width=3D272 class=3D"display w-100">
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0>
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4px;" class=3Dpdt_36>
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
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<!-- column 1 image start here -->
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<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dleft valign=3Dtop>
<a href=3Dhttps://notifications.google.com/g/p/ANiao5rObnroTlSBF7SeOxXQm6oY=
m2HpKB9qKPc-JE3eWXTyjtJmKKnyiIFJXzCP8-kgH2wD2uQf3hCMCIZXUFeVY6RyRxuF80dhGd6=
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isplay:block; target=3D_blank><img src=3Dhttps://gstatic.com/growthlab/api/=
M6IWMGpY1C1kQ8Rvmj6OR7vvJ7WPq2rzjhUbrmcr.png alt=3D"Get it on Google Play" =
title=3D"Get it on Google Play" style=3D"display:block;width: 131px; height=
:44px;" width=3D131 class=3D"w-204 h_68"></a>
</td>
</tr>
</table>
</td>
<!-- column 1 image end here -->
<!-- column 2 image start here -->
<td align=3Dcenter valign=3Dtop class=3D"display w-100 pdt_15">
<table role=3Dpresentation cellpadding=3D0 cellspacing=3D0 width=3D100%>
<tr>
<td align=3Dcenter valign=3Dtop>
<a href=3Dhttps://notifications.google.com/g/p/ANiao5qw_09_fZ0ApmB0tmd5d8xz=
zzN-squzXepA8xdhcHLmS6AlHmZFXRq7IL04LbcVdvd7vAc-FkIiYX7c-gwqg_yBiciJlA7bHg-=
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play:block; target=3D_blank><img src=3Dhttps://gstatic.com/growthlab/api/Uk=
EYWbTdqqld6ygviXs65sGHlJiY7hErq6136zm5.png alt=3D"Download on the App Store=
" title=3D"Download on the App Store" style=3D"display:block;width: 131px;"=
 width=3D131 class=3Dw-204></a>
</td>
</tr>
</table>
</td>
<!-- column 2 image end here -->
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
<!-- Two column code end for images -->
</table>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
<!-- Module 5 section code end here -->
</table>
</td>
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t: 0px;" class=3Dpad-l-23>
<table role=3DPresentation align=3Dleft cellpadding=3D0 cellspacing=3D0 bor=
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<td aria-hidden=3Dtrue class=3Dhide height=3D52 style=3D"line-height: 52px;=
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les/spacer-11.gif width=3D1 height=3D1 border=3D0 style=3D"display: block;"=
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<!--<![endif]-->
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der=3D0>
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<td role=3Dtext style=3D"padding-right:50px; font-family:Google Sans, Robot=
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