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A timely Performance Max upgrade, plus new Display & Video 360 updates

Whew, talk about incentives.

Google just dropped two updates that could impact your holiday performance…

A timely Performance Max upgrade, plus new Display & Video 360 updates

Hint, hint: Google launched a self-upgrade tool to help you upgrade your Smart Shopping and Local campaigns to Performance Max and “get a head start on the holiday season.”

When you upgrade, your campaign performance history carries over. No need to re-enter the learning phase. Also, your campaign settings will transfer to the new campaign.

Don’t put off this upgrade: If you have access to the tool but don’t upgrade, you won’t be able to do so until 2023.

The update should be available to all advertisers and will continue to roll out until the end of September.

Taking bids: Finally, Google announced two new custom bidding functionalities for Video & 360:

  • Optimize for attention: Google added “player size” and “audibility” bidding signals, and also extended custom bidding to support CTV.
  • Optimize for user paths: Now you can activate data coming from any new Analytics 4 property in Display & Video 360.

Why we care: Not updating to Performance Max before the holidays could leave you in deep water if Google Ads stops performing or getting support. Better to be safe than sorry.

On a more cheerful note, the new custom bidding options for Video & 360 could give your campaigns a little more oomph for the big season.