May 9, 2025

Asset groups that don’t waste spend: a practical checklist

An asset group is where creatives, feed targeting, and signals meet. Thin groups stall learning; messy groups burn money. Build them like mini full-funnel units with this checklist.

TL;DR

  • One clear theme per group (family/angle).

  • Complete assets (text, images, video) and tight feed mapping.

  • Add audience signals; guard with brand/URL controls.

  • Review weekly; kill the weak, fund the winners.


The checklist

  1. Theme is obvious — product family, audience, or angle (not “everything”).

  2. Text complete — multiple headlines/long headlines/descriptions that echo feed language.

  3. Images & video present — product + lifestyle; short video preferred over auto-generated.

  4. Feed mapping tight — listing group targets only the SKUs for this theme.

  5. Signals set — Customer Match/remarketing/in-market/custom intent.

  6. Controls — brand exclusions where needed; URL expansion excludes low-value pages.

  7. QA — crops/overlays readable; no text clutter; mobile-safe compositions.

  8. Learning window — avoid heavy edits inside the first few weeks.

  9. Weekly scorecard — conversions, revenue, efficiency; keep/kill/scale calls.

FAQ

How many asset groups per campaign?
As few as you can while keeping themes distinct and volumes healthy.

Do I need video in every group?
Strongly recommended—PMax reaches video inventory; don’t let auto-generated assets define your brand.