Upgrade of Smart Shopping campaigns to Performance Max in Merchant Center

Smart Shopping campaigns created in Merchant Center will be automatically upgraded to Performance Max in 2022. As the next generation of Smart Shopping, Performance Max campaigns help you reach more shoppers across all Google Ads channels, including YouTube, Search, and Discover.

You don't need to do anything for your campaigns to be upgraded. Your settings and budgets will stay the same, you'll be able to view historical performance data, and you'll get all of the same features you already have with Smart Shopping.

If you use Merchant Center to create and manage Smart Shopping campaigns, this article will cover important details about the upgrade. It includes the timeline, benefits of Performance Max, and answers to frequently asked questions (FAQs).

Note: For additional campaign management functionality, you can use Google Ads to create Performance Max campaigns. Smart Shopping campaigns created in Google Ads will also upgrade automatically to Performance Max campaigns. Learn more about the upgrade for Google Ads

Upgrade timeline

A few weeks before the upgrade, a notification banner in your Merchant Center account will appear to inform you of the upcoming changes.

When the upgrade begins in your account (between July and September 2022), any new campaign that you create in Merchant Center will be a Performance Max campaign. During this timeframe, your existing Smart Shopping campaigns will automatically upgrade to Performance Max. Your campaign settings and budgets will also transfer to Performance Max.

Benefits of Performance Max campaigns

  • 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.
  • 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.
  • Equivalent features as Smart Shopping: Performance Max has equivalent features as Smart Shopping.

What happens after the upgrade to Performance Max

After your campaigns have been upgraded to Performance Max:

  • When the upgrade is complete for a campaign, you’ll see “Performance Max (Upgraded)” when reviewing the campaign in Merchant Center.
  • You can view historical data for a campaign that was upgraded to Performance Max by hovering over the campaign type and selecting “View Smart Shopping campaign data”.
  • To create a new Performance Max campaign in Merchant Center, go to “Marketing” > “Ad campaigns”, then select “New campaign”.

FAQs

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Do I have to do anything to my account before the upgrade?

No. There are no changes required to existing campaigns or to your account before the upgrade.

Will multiple Smart Shopping campaigns be combined into a single Performance Max campaign during the upgrade?

No. Campaigns won’t be combined. A new Performance Max campaign will be created for each Smart Shopping  campaign. Your active or paused Smart Shopping campaigns will be set to “Removed” status once upgraded. Each new Performance Max campaign will optimize to the same goals as the original Smart Shopping campaign.

How long will it take for the upgrade to complete?

Depending on how many campaigns you try to upgrade at once, it may take a few minutes or up to a day to complete the upgrade for each campaign. During the upgrade, you won’t be able to make any changes to your Smart Shopping campaign. Your Smart Shopping campaigns will continue running until the upgrade to Performance Max is complete. You’ll receive a notification once the upgrade is complete, or you can check on the status of the upgrade on the “Ad Campaigns” page in your Google Merchant Center account. After your upgrade is complete, your original campaigns will disappear, but you'll be able to access historical data by hovering over the campaign type and selecting “View Smart Shopping campaign data”.

How will I know when the upgrade is complete?

When your upgrade to Performance Max is complete, you’ll notice a “Your campaigns have upgraded” banner. Additionally, you’ll see “Performance Max (Upgraded)” when reviewing the upgraded campaigns in Merchant Center.

How long will it take for my Performance Max campaign to ramp up?

We use information from your original Smart Shopping campaigns to minimize the time it takes your Performance Max campaign to ramp up. We recommend waiting 1-2 weeks to judge the performance of your new Performance Max campaign. Actual performance time will depend on many factors, such as whether you have other campaign history in your account, what your conversion goal is, and how many conversions you can get with your daily budget.

After the upgrade, can I switch back to Smart Shopping campaigns if I’m not happy with performance?

No. After the upgrade, you won’t be able to switch back. Performance Max campaigns are expected to provide an average increase of 12% conversion value at the same or better ROAS for retail advertisers, when compared to Smart Shopping campaigns.

What types of campaigns will be upgraded automatically?

Active and paused Smart Shopping campaigns will be auto-upgraded. This also applies to active and paused campaigns with end dates in the past. We're including both paused and ended campaigns so you can easily restart your periodic and seasonal campaigns.

Will my Performance Max campaigns perform similarly to my Smart Shopping campaigns?

Performance Max campaigns should perform similarly or better than your Smart Shopping campaigns. During Beta testing, retail advertisers noticed an average increase of 12% conversion value at the same or better ROAS by upgrading to Performance Max.

We recommend waiting 1-2 weeks to judge the performance of your new Performance Max campaign. Actual performance time will depend on many factors, such as whether you have other campaign history in your account, what your conversion goal action is, and how many conversions you can get with your daily budget.

What budget should I set for my Performance Max campaign?

When your Smart Shopping campaigns are first upgraded, an identical budget will be set for your Performance Max campaign. As the campaign starts serving ads and ramping up, you may be provided with additional recommendations. You can choose to adjust your budget based on the recommendations.

Where do Performance Max campaigns show ads? What types of ads are available?

Performance Max campaigns show ads across all Google Ads inventory. Examples include Search results, the “Shopping'' tab on search results, websites, YouTube, feeds on the YouTube homepage and “What to watch next”, Gmail inboxes, and Discover. Types of ads include text ads, image ads, video ads, multi-image carousel ads, and product listing ads.

Why are impressions and conversions not showing up in my migrated Performance Max campaign?

You may notice a 1-2 hour delay between when your campaign is migrated and when performance statistics start populating in your Performance Max campaign. During this period, statistics will continue to populate in the original Smart Shopping campaign.

Can I prevent my Performance Max campaign from serving on a specific channel, or exclude placements?

No. Currently, you can’t choose which channels your Performance Max campaign will serve on. Performance Max will continuously optimize based on achieved performance to bring you the best possible performance across all channels.

What happens if my upgrade fails?

We expect these cases to be rare, but should your upgrade fail we will continue to retry and will notify you once your campaign is successfully upgraded or if additional action is needed on your side. Your existing campaign should continue to run as usual until the upgrade is successful.

Can I manually upgrade my campaigns before the automatic upgrade?

No. You can’t manually upgrade any Smart Shopping campaigns that were created in Merchant Center.

Still have questions? Contact support

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