By the end of this summer all Smart Shopping campaigns should be migrated to PMax or Performance Max.
In some customer accounts, “magic” 1-click migration buttons are already appearing, and if this is not your case, you should get started right away!
WHAT ARE PERFORMANCE MAX CAMPAIGNS IN GOOGLE ADS
Google explains to us that these goal-based campaigns are a new way to access all of your Google Ads inventory with a single campaign. These automated campaigns are designed to complement search campaigns and help you convert across all Google channels, including YouTube, the Display Network, Search, Discover, Gmail, and Google Maps.
After showing that they are very effective campaigns, Google has decided that Local and Smart Shopping campaigns will become Performance Max.
HOW TO ADAPT TO CHANGE AND MAKE THE MIGRATION
We have three options to face the migration:
- Automatic migration. Accept the update, which, according to Google Ads, will be simple and will be executed through a 1-click process.
- Wait and let Google automatically transform our Smart Shopping and Local campaigns.
- Start creating Performance Max campaigns as an alternative to the ones we already have for Smart Shopping and Local to have greater control over the migration process.
WHAT TO TAKE INTO ACCOUNT WHEN PERFORMING THE MIGRATION
- We are going to need resources: titles, short and long descriptions, images, logos, and destination URLs, videos (just like we do with DSA).
- PMax campaigns will have absolute priority over all other campaigns, so if you have duplicate products in multiple campaigns, the ads will be served from PMax. Only search campaigns with exact match keywords will beat PMax.
WHAT BENEFITS DO PERFORMANCE MAX CAMPAIGNS PROVIDE?
- Find more customers and increase conversions:
PMax campaigns are focused on objectives. Thanks to Artificial Intelligence you will be able to attract the type of clients you are looking for and you will be able to impact them with the appropriate advertisement on the different Google channels. - Accelerates the achievement of results:
With the new Audience Signals you can accelerate the launch of your campaigns and achieve results before time. - Get more out of your campaigns:
Machine learning models will make more reliable predictions about ads, audiences, and creative combinations to deliver the best result. - Reporting:
With the new Top Performing campaign asset reports, you’ll know which ads are performing best, which creatives are influencing you, and help you optimize them to drive ROI.