To improve Performance Max Campaigns in google ads and reduce the number of wasted impressions, Google will be rolling out specific updates in its campaigns shortly.
This July 2022 is the day Google Ads will completely replace Smart Shopping campaigns with Performance Max campaigns. This change will give you (advertiser) new opportunities to reach your customers through different channels and create more effective campaigns. However, how will it impact the campaign? What will they change? How will they affect your advertising strategy in the future?
This article breaks down all the significant changes you should be prepared for when this update comes to pass. It will also mention what to expect from the update and its impact on your marketing strategy. So let’s get started!
About Performance Max Campaigns
Performance max campaigns are compelling in Google Ads. They are goal-based campaigns that allow people to advertise in one campaign across Google Ads platforms such as Search, Display, Discover, Maps, Gmail, and YouTube. This campaign type is a way to make your ads perform in real-time. It uses AI-driven automated bidding called Smart Bidding, used in Smart Shopping campaigns. With this campaign’s automated bidding technology, you will set your own conversion goals.
This campaign is an all-in-one solution for Google marketers. It enables you to automate the majority of your online marketing. And has automation technologies across bidding, budget optimization, audiences, creatives, attribution, etc.
This campaign further helps you with your detailed searches on the web. It gets designed to help you find more converting customers on your website with your keyword-based Search campaign. These are similar to remarketing in other ad networks, where you can target people using a specific browser or device and then show them an ad from your account later.
About Smart Shopping Campaigns
The Smart Shopping campaign creates ads specifically designed for your customers based on a feed of your products’ data. This campaign makes sure the customer gets what they want and is happy. And then, this smart shopping campaign intelligently creates and places your ads across different Google surfaces. It works with the bidding strategies you choose. These campaigns will automatically place bids across various Google networks.
Update Of Smart Shopping Campaigns In Performance Max Campaigns Starting July 2022
Google will upgrade your existing Smart Shopping campaigns to Performance Max campaigns beginning in July 2022 through September 2022. When your campaigns are ready for the next level, you will receive a notification in your Google Ads account. This update will ensure you get prepared for the 2022 holiday season.
Performance Max campaigns are the best option for you as an advertiser because they combine the innovative new features and insights of Smart Shopping campaigns with additional Google inventory. It is a way to encourage sales and increase awareness of products.
According to early testing, most advertisers who upgrade their Smart Shopping campaigns to Performance Max campaigns see an average increase in conversion value. They have seen a moderate increase in conversion value by 12% and at the same or higher return on advertising spend (ROAS).
Performance Max helps you get your ads seen in Google Maps and Discover, giving the campaign a better chance of success, unlike smart shopping campaigns. This new campaign type will provide great value that includes data insights by utilizing inventory and data. Hence, this change is a big step forward for Google’s smart shopping campaigns. They now offer a more effective way to reach customers and increase profits.
Also Read – Google Marketing Live 2022 – Building the Future of Marketing Together
What To Expect After This Update?
Each existing Smart Shopping campaign with the status “Active” or “Paused” will get converted into a new Performance Max campaign with the same position. And then, your previous smart shopping campaign settings and budget will get automatically transferred to Performance Max with similar or equal functionality.
And suppose you have taken down your previous Smart Shopping campaigns or put it under “Removed” status. In that case, the historical performance statistics will still be available in your read-only Smart Shopping campaign. But, you will not be able to create new Smart Shopping campaigns anymore.
You can quickly and easily upgrade your Smart Shopping campaigns with the one-click tool in Google Ads. However, by default, your Smart Shopping campaigns will be automatically upgraded to the next level starting in July 2022.
However, if you have any more doubts or require any help, I’m happy to provide you with the same. Please get in touch with me with all of your queries or concerns you may have.
Button Line
Google is changing how people shop, and performance marketing is at its heart. But what does that mean for you or any business? Google has been pushing its “performance max” campaigns for a while now. These campaigns drive traffic to your website and convert that traffic into sales as quickly as possible. If you can master using Google’s Performance Max tools to achieve this goal, you’re on your way to success in the online world.
But if you need an automated solution to manage your Google Shopping campaigns, let me help you create/build a seamless shopping experience for your customers. So, get in touch and speak to one of my Google Ads specialists today about how I can help.
Source: Google