Microsoft is notifying all advertisers that their Smart Shopping campaigns will soon be upgraded to Performance Max, a transition set to occur in the coming months.
Why we care. This mandatory shift marks Microsoft’s push toward its more advanced, AI-driven ad format, potentially impacting many ecommerce advertisers.
What’s new:
All Smart Shopping campaigns moving to Performance Max
Transition emails were sent to all affected advertisers
Optional early upgrade feature available
Yes, but. There will be a 1-2 week “learning period” post-upgrade, which could temporarily affect performance.
The assurance. Microsoft says setup, reporting and performance history will remain unchanged after the transition.
How to upgrade early.
Go to campaign settings
Select Edit > Upgrade to Performance Max
Between the lines. This move reflects Microsoft’s confidence in Performance Max’s AI capabilities, but the learning period suggests it’s not a simple flip of a switch.
What’s next. Advertisers should monitor campaigns closely during the transition to ensure performance stability.
