Microsoft confirmed timelines for introducing key automated features such as conversion value rules and video assets to Performance Max.
In addition, the tech giant provided additional information about the Smart Shopping campaign phaseout schedule, which will begin in the third quarter of this year.
Why we care. If Microsoft can offer a product with equivalent capabilities to PMax within Google Ads, advertisers may be inclined to switch their ad budgets from Google to Microsoft’s PMax.
Second quarter updates. Microsoft confirmed that the following capabilities will be rolled out to PMax in the next two months:
Page sources for URL extension. Conversion Value Rules. Brand exclusions (campaign level). Blocking auto-generated text resources. Automated call to action. Preview extensions. Search term statistics report. Asset generation settings at the campaign level.
It comes to Q3. Microsoft will also release an audience exclusions feature in PMax this summer, but didn’t give a specific date for when.
Future plans The tech giant added that the following capabilities would be added to PMax, but did not provide further details to suggest when that might be.
Cost per bid strategy. Video Assets Support for experiments. Forecasting tools.
Smart shopping sunset. Advertisers will receive direct email notifications about upcoming migrations of existing Smart Shopping campaigns to PMax in April. The retirement of Smart Shopping campaigns will occur in phases, starting in June and likely ending in September.
Automatic update. If you’ve imported a Google Ads PMax campaign that was originally presented as a Smart Shopping campaign or DSA campaign, Microsoft will gradually upgrade it to a PMax campaign over the next few weeks. If you’re currently using a third-party platform that doesn’t yet support PMax, they’ll continue to be served as Smart Shopping ads or Dynamic Search Ads (DSAs).
DSA disabling update. DSA campaigns will remain on the platform and can be upgraded to PMax. Microsoft confirmed that there are no current timelines for removing DSA.
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What Microsoft says. Microsoft said in a statement:
“In the coming months, we’ll be adding many new features to our top performing campaigns, including brand exclusions, search statistics reporting, search topics, and video assets. As we share more information about what new capabilities are available, we’ll also share more success stories about how advertisers are finding great success with Performance Max in Microsoft Advertising.”
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