Microsoft confirmed the timelines for the introduction of key automated features like conversion value rules and video assets to Performance Max.
Additionally, the tech giant provided additional insights into the deprecation timeline for Smart Shopping campaigns, which is set to begin in Q3 of this year.
Why we care. If Microsoft can provide a product with capabilities equivalent to PMax within Google Ads, advertisers might be inclined to shift their ad budgets from Google to Microsoft’s PMax.
Q2 updates. Microsoft confirmed that the following capabilities will be rolled out to PMax within the next couple of months:
Coming in Q3. Microsoft will also be launching an Audience Exclusions feature on PMax this summer, but did not give a specific date as to when.
Future plans. The tech giant added that the following capabilities were going to be added to PMax but did not provide any further detail to suggest when that might be.
Smart shopping sunset. Advertisers will receive direct email notices about upcoming migrations of existing smart shopping campaigns to PMax in April. The deprecation of Smart Shopping campaigns will happen in phases, starting in June and likely ending in September.
Automatic upgrade. If you’ve imported a PMax campaign from Google Ads that originally came over as a smart shopping campaign or DSA campaign, Microsoft will upgrade it to a PMax campaign in a phased approach over the next few weeks. If you are currently using a third-party platform that does not yet support PMax, they will continue to be imported as smart shopping or Dynamic Search Ads (DSA).
DSA deprecation update. DSA campaigns will remain in the platform and can be upgraded to PMax. Microsoft confirmed that there are no current timelines for sunsetting DSA.
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