Google is phasing out its Smart Campaigns and merging their features into Performance Max campaigns.
Why it matters: This change affects advertisers who rely on Google’s streamlined campaign management tool and indicates a larger move towards AI-powered, cross-platform advertising solutions.
The broader context: Performance Max embodies Google’s advanced strategy for digital advertising, utilizing AI and machine learning to enhance ad performance across various platforms.
Key Features of Performance Max:
- Expanded reach across Google’s entire ecosystem, including Search, YouTube, Display, and more.
- AI-driven optimization to enhance ad performance.
- Tailored results aligned with specific business objectives.
What’s happening: Google is planning to automatically upgrade existing Smart Campaigns to Performance Max campaigns.
- While a specific deadline hasn’t been announced, advertisers will need to adjust to the new system.
- This transition is intended to simplify Google’s ad offerings and enhance performance through AI-driven technology.
What they’re saying: In a letter to advertisers, Google emphasized, “This upgrade will drive even higher return on investment for advertisers, leveraging Google AI to optimize towards your business goals.”
A Google spokesperson added, “Some customers will still have access to Smart Campaigns, but we’re continuing to customize which campaign types are available for others based on their specific needs.”
First seen: This update was initially spotted on Adriaan Dekker’s LinkedIn, where he shared a letter one of his followers had received from Google.
