Google Ads Smart Shopping campaigns, soon to be replaced by Performance Max : Planning
In 2021, Google has announced that Performance Max will gradually replace Smart Shopping campaigns and Local Services ads in Google Ads. The migration is scheduled to start in April 2022.
Here’s how this change will work over the coming months, and what it means for your Google Ads campaigns.
Reminder, Performance Max: what’s it all about?
Launching in November 2021, Google Performance Max is a new type of automated campaign that promises to maximize advertisers’ performance across all Google channels (Shopping, YouTube, Display, Search, Discovery, Gmail and Maps) in a single campaign.
After a successful launch, Performance Max will soon become the only campaign type for companies running Google Ads Smart Shopping campaigns and Local Services Ads.
Planning & Update
Smart Shopping campaign updates from April 2022
What are the stages in the migration to performances max? What tools will advertisers have at their disposal for this migration?
The migration to Performance Max campaigns will take place in stages.
Advertisers will be able to switch their Smart Shopping campaigns to Performance Max from April 2022.
To help advertisers make the switch quickly and easily, Google has announced a “one-click” upgrade tool.
This tool will enable you to perform one-click upgrades on specific campaigns, or on all campaigns.
When should you migrate to Google Performance Max?
Here are Google’s tips for choosing the right time to implement PMax:
Indeed, if no action is taken on Smart Shopping or Local Campaigns on your accounts by July, the old campaigns will be automatically upgraded. This should be effective by September 2022.
Changes to be expected with Performance Max upgrades
How will Google set up your campaigns without your intervention?
Thanks to its algorithm and the millions of data it processes!
The new Performance Max campaigns will be based on existing Smart Shopping and Local Campaigns.
This means that most existing parameters will be retained.
A relative relief for advertisers.
After the automatic switchover to Performance Max, campaigns will benefit from new functionalities, so they should also become more effective:
1. New ad inventory available (which will also be added to YouTube, Search and Discovery)
2. New perspectives in automation
Advice
Scaling your schedule: some tips for switching to Performance Max
How do I switch my Google Ads campaigns to Performance Max?
For advertisers who don’t want to use the Google Ads one-click tool, it’s possible to create new Performance Max campaigns right now, and we even recommend that you do so, to test ahead of the migration.
We explain this in more detail in our article on launching your Google Ads Performance Max campaigns.
Conclusion
The automation of advertising campaigns is rapidly gaining ground.
Advertisers are well advised to turn to Performance Max, if only to understand and better master this new solution, in particular by testing several variants that enable them to retain a degree of control over their campaigns (message, budget or target audiences).
Need help with the transition to Performance Max upgrades? We’re here to help.
Adenlab specializes in managing Google Ads campaigns for e-commerce sites, and we’ll be delighted to help you maximize your performance.
