Microsoft is set to boost its advertising platform with significant updates to Performance Max (PMax) and has outlined the timeline for phasing out Smart Shopping campaigns. The integration of new automated features, including conversion value rules and video assets, marks a strategic move to enhance PMax’s capabilities.
Key updates on the horizon:
Q2 enhancements: Upcoming features for PMax include page feeds for URL extension, conversion value rules, campaign-level brand exclusions, and more, aiming to improve ad targeting and effectiveness.
Q3 additions: Audience Exclusions will be introduced to PMax, enhancing advertiser control over ad reach.
Microsoft hints at future additions like cost-per-bidding strategies and forecasting tools, without specifying launch dates.
Starting June, Smart Shopping campaigns will be gradually deprecated, with transitions to PMax planned. Microsoft aims to simplify this shift through direct communications and phased upgrades, ensuring advertisers adapt smoothly to the new system.
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