Google recently announced options to upgrade Dynamic Search Ads (DSA) and Display campaigns to Performance Max. The upgrade is in the “Recommendations” tab in the admin. How does it work? The upgrade process takes existing assets, settings, and budget to create the new Performance Max campaign. Before the campaign goes live, Google shares the draft and any entities needing fixing.
Overall, the algorithm can create your campaign but it needs a human to finalize it. And why do it at all?
a) you can gradually upgrade your campaigns here, allowing for trial and error to test assets, audience signals and bid strategies b) you can run experiments, specifically to see an overall uplift and / or make comparisons to your existing Google Shopping campaigns.
Both experiments run Performance Max alongside existing
campaigns; the uplift experiment tests against a Search or Display campaign, such as a Search campaign targeting men’s boots against a new Performance Max campaign for those same items and c) you can review performance in terms of cost (spend), conversions, revenue and ROAS.
Read the full article here
