le has upgraded its vehicle ads to Performance Max.
Google will upgrade all vehicle advertising campaigns to Performance Max from September.
Google AI is used by PMax with vehicle-feeds to help marketers achieve their “conversion goals, such as qualified leads and dealer visits.”
Why do we care? This upgrade will allow car advertisers to reach more customers in their research and buying journey through YouTube, Display and Gmail.
How to use All of your campaign settings, assets, audience signals, vehicle feeds and structure will be automatically transferred to the new campaign in order to maintain consistency. After that, you won’t be able create any more campaigns for vehicle ads via Smart Shopping campaigns.
Open beta will be available for advertisers who do not currently use vehicle ads in the US, Canada and Australia, while closed beta is only available in Australia.
Why now? Smart Shopping campaigns are running Vehicle Ads which are available only in an open beta in the US, Canada and Australia and in a closed Beta in Australia. Google says that since they upgraded their PMax format last year, it will “follow suit” with this format.
What has Google said about this? Google spokesperson:
- Performance Max is a tool that allows automotive advertisers to reach new Google Ads channels and generate more qualified leads.
- Performance Max allows you to access new Google Ads channels, such as Search, YouTube Display, Discover and Gmail.
- Performance Max allows you to optimize your bids for both online and offline conversions.
- You can now access new insights to help you inform your marketing and business strategy. This includes insights about your audience as well as current search trends relevant to your business.
Deep dive. For more information, read Google’s Vehicle Ads Announcement in its entirety.
The article Google upgrades Vehicle Ads to Performance Max first appeared on Search Engine Land.