Google has announced that Google Ads will completely replace ‘Smart Shopping’ and ‘Local’ campaigns with ‘Performance Max’ campaigns (PMC) by the end of September 2022.
What are Performance Max Campaigns in Google Ads?
Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign.
In November 2021, Google announced the rollout of Performance Max campaigns to complement keyword-based search campaigns that help advertisers find more converting customers across all of Google’s channels such as YouTube, Display, Search, Discover, Gmail and Maps.
Timeline of what you need to know
The transition to Performance Max campaigns will be a phased approach, beginning in April of this year. The timeline of this approach includes:
- Existing Smart Shopping and Local campaigns – these can still be used until the upgrade to Performance Max is concluded.
- The automatic upgrade process to Performance Max will take place from July to September 2022.
- Smart Shopping campaigns – these will automatically upgrade to Performance Max from July to September. Local campaigns will be automatically upgraded to Performance Max from August to September.
- Upgrade to an easy ‘one-click tool’ for advertisers. Before the automatic upgrade phase starts, Google has announced its solution to upgrading with a ‘one-click tool’. The tool will allow advertisers to choose specific campaigns to upgrade or to upgrade all at once. This will be possible in April (for Smart Shopping campaigns) and June 2022 (for Local campaigns).
What will change from campaign upgrades?
Grofuse Digital Director, Denis Finnegan, explains: “Fortunately for advertisers, many of the existing settings will remain the same as Performance Max campaigns will be built off of existing Smart Shopping and Local campaigns.”
With PMC comes new upgrades for Google Ads, including:
- New automation insights
- New ad inventory
- Advertisers can automatically serve ads on YouTube, Search, the Google Display network, and more.
3 Optimisation Tips For Performance Max Campaigns
Google has recently updated its best practice guide for running PMC. Below are the key takeaways to note when creating a campaign.
1. Add as many creative assets as possible to your asset group
At least five versions of text assets (4 headlines, five descriptions) and at least five versions of image assets (including 1200 x 1200 pixels). Additional assets are essential to let Google automatically assemble them to relevant ad formats. This automation helps give you more access to the available ad inventory.
2. Use relevant audience lists as signals to speed up machine learning ramp-up and indicate the likelihood to convert
Including audience signals is crucial for campaign success in a world of automation. Audience signals help optimise campaigns faster and help find additional customers for you.
3. Set the proper budget and corresponding bid strategy
Your budget and bid strategy should be complementary to each other. If your daily budget is too low and your target cost per action (CPA) is too high, the likelihood of your campaigns improving are slim.
Mr Finnegan explains: “Advertisers should automate campaigns where possible while still maintaining a certain level of control within the messaging, budget, bidding audiences and more.
“I recommend that advertisers prepare for the Performance Max upgrades by reviewing the campaign type and upgrading as soon as possible. For more in-depth information, utilise Google’s resources online to prepare in advance and understand how it works when the transition is finalised later this year, or contact our team for expert advice”
Do you need help with your Google Ads strategy?
Contact Grofuse for a free consultation today: NI/GB +44 2871 228820 or ROI +353 1 247 5294. Alternatively, email: firstname.lastname@example.org.