Google is calling on all retailers using Smart Shopping and Local campaigns to upgrade to Performance Max.
Performance Max uses Google’s automation to help advertisers reach shoppers as they browse for things they love — online and in stores.
It builds on the same foundational features as Smart Shopping and Local campaigns to deliver while adding brand new inventory and automation insights. Starting in April, retailers can begin upgrading their Smart Shopping and Local campaigns to Performance Max to access additional inventory and formats across YouTube, Search text ads and Discover.
Google will be releasing a new, self-service, “one-click” tool in Google Ads in April and auto-upgrades will begin in July. According to the press note from Google, advertisers who upgrade Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better return on ad spend (ROAS).
In 2020, Google introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement the keyword-based Search campaigns to help advertisers grow performance across Google’s full range of advertising channels and inventory.
Performance Max allows retailers to grow online, offline or omnichannel sales by unlocking all of Google’s ad inventory from a single campaign with a product feed. For example, retailers can transform their Video ads into digital storefront and highlight their top products on YouTube — right where valuable customers are watching relevant video content every day.
Leading e-commerce partners like Shopify, WooCommerce and BigCommerce are already working to support Performance Max so more merchants can benefit from new inventory and formats to connect with their customers.
Google’s goal is to have all existing Smart Shopping and Local campaign advertisers onboarded to Performance Max by September, in order to make sure advertisers are well prepared for the holiday season.
