Upgrade your Smart Shopping campaigns to Performance Max

Granular analysis and first look

Google Ads’ transition from Smart Shopping to Performance Max campaigns signifies a major shift in PPC strategy. The new features and enhanced automation promise better reach and efficiency, crucial for maximizing holiday season returns. PPC managers should prioritize this upgrade to leverage advanced targeting and creative capabilities, ensuring optimized campaign performance.

In-depth Summary

• Google Ads has introduced a “one-click” upgrade tool for transitioning from Smart Shopping to Performance Max.
• This tool began rolling out in April for Smart Shopping campaigns and will soon be available for Local campaigns.

Automatic Upgrades:

• Advertisers have a two-month period for self-upgrading before automatic upgrades commence.
• Automatic upgrades for Smart Shopping campaigns will conclude by September for most advertisers.
• Notifications will be sent 2-3 weeks prior to automatic upgrades, with specific dates provided.
• Campaigns with features not yet supported by Performance Max will be upgraded in early 2023.

Self-Upgrade Process:

• Access the upgrade tool via notifications, the Recommendations page, or the Campaigns page in Google Ads.
• Previous campaign learnings and settings will transfer to Performance Max.
• Enhance campaigns by adding diverse creative assets, including videos.

Post-Upgrade Details:

• Previous Smart Shopping campaigns will be marked as “Removed” and cannot be edited.
• Historical data remains accessible.
• New Smart Shopping campaigns cannot be created post-upgrade.

New Performance Max Features:

• Utilize new video formats and bulk editing capabilities.
• Leverage insights and diagnostic tools for performance improvements.
• Prepare for the holiday season by upgrading early and exploring new best practices.