eCommerce companies take note. Google has officially decided to kill off their Smart Shopping Campaigns and migrate everything over to Performance Max. Sad news to most of us who have been consistently running 5x > 10x return on the greatest eCommerce ads available.
But fear not.
It’s being replaced with something potentially a whole lot better!
As a reminder, Performance Max is built on Smart Shopping Ad Tech, with DSA Ad Tech layered in and utilises all Google digital real estate where applicable.
The official migration timeline is as follows:
- Performance Max to replace SSC (auto-upgrade is the language) from July-Sep 2022
- 1-click migration tool available in April 2022 for SSC if you want to manually upgrade early.
The full Google announcement can be found here.
What should I do to prepare?
Well, the good news is the Merchant Centre and most of the Google Smart shopping set-up remains the same.
However, as Youtube will be a big feature of Performance Max, we highly recommend that you create several corporate/eCommerce content videos (hosted on Youtube) to show off your product range and brand.
That way, you will maximise the exposure Performance Max allows and will result in increased sales.
If you own an eCommerce website and wish to know more about Performance Max ads and how it can increase your sales, simply email email@example.com to find out more.
We have been running Google ads since 2004, and managing millions in ad spend, experience & expert analysis is always guaranteed with the League of Advertising Ltd.