Upgrade Smart Shopping and Local campaigns to Performance Max - Google Ads

Upgrade Smart Shopping and Local campaigns to Performance Max

Most Smart Shopping and Local campaigns will be upgraded to Performance Max in 2022. With Performance Max, you’ll get all of the same foundational features you already have with Smart Shopping and Local campaigns. Plus, you’ll gain access to new inventory and automation insights, all from a single campaign. This article will cover important details about the upgrade, including the timeline, benefits of Performance Max, and answers to frequently asked questions (FAQs).

Note: New inventory will come to campaigns with store goals in late 2022.

Benefits of Performance Max campaigns

  • Goals-based campaign type maximizes your marketing objectives across all Google Ads inventory: Include your business goals as the primary target for Performance Max, and let Google Ads automation find your customers wherever they are across Google properties.
  • Serve on additional Google Ads inventory: Performance Max ads are eligible to serve on YouTube, Display, Search, Discover, Gmail, and Maps.
  • Optimal machine learning for stronger performance: Performance Max uses the best of Google Ads machine learning and attribution technology to help deliver better performance.
  • Unlock time to focus on strategic performance drivers: Simplified campaign management and automation save you time, so you can focus on more strategic and impactful optimizations.
  • Increase conversions: Retail advertisers using Performance Max have an average 12% increase in conversion value at the same or better return on ad spend (ROAS) when upgrading from Smart Shopping campaigns. Advertisers with an offline-only conversion goal will have comparable performance with their Local campaigns.
  • More robust reporting: The Insights report provides audience and other insights not currently available in Smart Shopping and Local campaigns reports.
  • Equivalent features as Smart Shopping and Local campaigns: Performance Max has equivalent features to Smart Shopping and Local campaigns, plus additional functionality and inventory.

Upgrade details

Upgrade timeline

You’ll be able to upgrade your Smart Shopping campaigns using our self-upgrade tool in Google Ads starting in April. You’ll be able to upgrade your Local campaigns starting in July or August. The tool gives you options to upgrade specific campaigns or all of your campaigns at once. You’ll be notified in Google Ads once the upgrade tool becomes available to you.

If you choose not to upgrade early, most Smart Shopping campaigns will be automatically upgraded between July and September, and your Local campaigns will be automatically upgraded between August and September. Once your campaigns are automatically upgraded, you’ll no longer be able to create new Smart Shopping or Local campaigns.

Your campaign settings, such as goals, budget, bid strategy, creative assets, and product targeting, will automatically transfer to Performance Max. You’ll also be able to add audience signals to speed up the machine-learning optimization process. 

After the upgrade, we recommend adding additional creative assets, such as text, images, and videos, to your Performance Max campaign to enable serving on additional inventory. 

What happens after the upgrade to Performance Max

After you upgrade to Performance Max, your Smart Shopping or Local campaigns will be automatically changed to “Removed” status. You won’t be able to edit or reactivate your Smart Shopping or Local campaigns, but you’ll still have access to the historical data for your Smart Shopping or Local campaigns in your Google Ads account.


How to upgrade your Smart Shopping or Local campaigns to Performance Max

You can upgrade your Smart Shopping or Local campaigns to Performance Max directly from the “Campaigns” page, from the “Recommendations” page, or in one click from a notification in your account.

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