Microsoft is transitioning Smart Shopping to Performance Max

Smart Shopping campaigns will soon transition to Performance Max, showcasing a shift towards more sophisticated, AI-driven ad formats. Microsoft has notified all advertisers that their Smart Shopping campaigns will be upgraded to Performance Max in the coming months.

Why this matters?

This mandatory transition signifies Microsoft’s dedication to advancing AI-driven ad formats, potentially affecting numerous e-commerce advertisers.

What’s changing?

• All Smart Shopping campaigns are set to move to Performance Max.
• Transition notifications have been sent to all affected advertisers.
• An optional early upgrade feature is available.

Caveat. Following the upgrade, there will be a 1-2 week learning period, which might temporarily impact performance.

Reassurances

Microsoft assures that the settings, reporting, and performance history will remain consistent post-transition.

How to upgrade early?

Navigate to campaign settings

Select Edit > Upgrade to Performance Max

Between the lines

This step highlights Microsoft’s confidence in the AI capabilities of Performance Max, though the learning period indicates it’s more complex than a simple switch.

Next steps?

Advertisers should closely monitor their campaigns throughout the transition to maintain performance stability.

This article available in Ukrainian.