Microsoft unveils exciting Performance Max enhancements

Microsoft unveils exciting Performance Max enhancements

2 minutes

Table of contents

Microsoft unveils key Performance Max updates and Smart Shopping sunset timeline The tech giant plans to offer advertisers the same features currently accessible within Google’s PMax.

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:

Page feeds for URL extension

Conversion value rules. Brand exclusions (campaign level). Blocking of auto-generated text assets. Automated call to action. Extensions preview. Search term insights report. Campaign-level asset generation settings. 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.

Cost per bidding strategy

Video assets. Experiments support. Forecasting tools. 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.

What Microsoft is saying. Microsoft said in a statement:

“In the coming months, we’ll be adding many new capabilities to our Performance Max campaigns such as brand exclusions, search insights reports, search themes, and video assets. As we share more information about what new capabilities are available, we’ll also share more success stories of how advertisers are seeing great success with Performance Max on Microsoft Advertising.”


Update on DSA Deprecation

DSA campaigns will remain on the platform and can be upgraded to PMax. Microsoft has confirmed that there are currently no specific timelines for ending DSA support.

What Microsoft is saying. Microsoft stated:

“In the coming months, we’ll be adding many new capabilities to our Performance Max campaigns, such as brand exclusions, search insights reports, search themes, and video assets. As we share more information about the available new features, we’ll also share more success stories of how advertisers are achieving great results with Performance Max on Microsoft Advertising.”

If you are interested in setting up Performance Max in Google, our agency UAMASTER will provide you with qualified assistance. Our team of professionals has extensive experience in Google Ads and is ready to provide you with comprehensive support. Contact us, and we will help you set up Performance Max to achieve your business goals most effectively.

This article is available in Ukrainian.

Digital marketing puzzles making your head spin?


Say hello to us!
A leading global agency in Clutch's top-15, we've been mastering the digital space since 2004. With 9000+ projects delivered in 65 countries, our expertise is unparalleled.
Let's conquer challenges together!

Hot articles

TikTok Introduces AI-Enhanced Ad Automation Tools

TikTok Introduces AI-Enhanced Ad Automation Tools

TikTok experiments with 60-minute video uploads

TikTok experiments with 60-minute video uploads

Netflix expanding its advertising platform in partnership with Google

Netflix expanding its advertising platform in partnership with Google

Read more

Google Shopping Ads now offer conversion annotations

Google Shopping Ads now offer conversion annotations

AI skills now essential for Marketers

AI skills now essential for Marketers

Google introduces a fresh feature called “Saved Comparisons” for Analytics

Google introduces a fresh feature called “Saved Comparisons” for Analytics

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/