Microsoft is notifying all advertisers that their Smart Shopping campaigns will soon be upgraded to Performance Max, a transition that will occur in the coming months.
Why we care This mandatory change marks Microsoft’s push into its more advanced, AI-based ad format, which may affect many e-commerce advertisers.
What’s new:
All Smart Shopping campaigns that have been moved to peak performance transition emails have been sent to all affected advertisers. Optional early upgrade feature available.
Yes, but There will be a 1-2 week “learning period” after the upgrade, which may temporarily affect performance.
The guarantee Microsoft says that settings, reports, and performance history will remain unchanged after the transition.
How to upgrade early.
Go to campaign settings Select Edit > Upgrade to maximum performance
between the lines This move reflects Microsoft’s confidence Performance Max AI Capabilitiesbut the learning period suggests it’s not a simple flip of a switch.
What follows Advertisers should closely monitor campaigns during the transition to ensure performance stability.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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