Today’s consumers are always-on, where curiosity and inspiration can strike them anytime and anywhere. They’re also kicking off their holiday buying earlier than in previous years to find the best deals and avoid supply chain issues.  

To win customers throughout the extended season, look no further than Performance Max campaigns. Performance Max allows you to grow online, offline or omnichannel sales by unlocking all of Google’s ad inventory from a single campaign with a product feed. For example, you can transform your Video ads into your digital storefront and highlight your top products on YouTube — right where valuable customers are watching relevant video content every day. The tool was launched in November last year, and is available to everyone.

Businesses can upgrade their Smart Shopping and Local campaigns to Performance Max using the “one-click” upgrade tool in Google Ads. We strongly recommend using the tool to upgrade your campaigns as soon as you can to get a head start on the holiday season. The self-upgrade tool for Local campaigns will be available soon. Stay tuned for more updates in the coming few weeks.

Starting automatic upgrades for Smart Shopping campaigns

If you use Smart Shopping campaigns you’ll have advance access to the self-upgrade tool for two months on average to give you time to upgrade yourself before automatic upgrades begin. Automatic upgrades are happening on a rolling basis for Smart Shopping campaigns that have not already been self-upgraded using the tool. They’ll gradually progress and finish in September for most advertisers.

When your campaigns are self-upgraded using the tool or automatically upgraded, learnings from your previous Smart Shopping campaigns carry over to your new Performance Max campaigns to maintain consistent performance. Your campaign settings will also automatically transfer to Performance Max. 

Engage shoppers with new video formats on YouTube

Once you’ve upgraded, you’ll be able to take advantage of new inventory, formats and insights available in Performance Max to help you drive better results. We’ve already rolled out more Performance Max features this year like the new customer acquisition goal and better ways to understand and improve your campaigns. New video formats — powered by your product feed — also make it easier for viewers to shop relevant products directly from your video ads across YouTube on Shorts, in-feed video and in-stream. YouTube has over 2 billion monthly logged-in users and attracts a generation that has grown up watching what they want, when they want, on any screen. 

Once you’ve upgraded to Performance Max, upload your own video assets to drive better results on YouTube. It’s never been easier to create video ads! With video ad creation now available in Google Ads, you can build a high-quality video ad in a matter of minutes and then add it to your campaigns including Performance Max. 

Visit the Help Center for best practices.