-14% CPS and +30% Revenue Using PMAX Migration Tool

Official Timeline

The time is upon us… Smart Shopping campaigns will soon be sunset and part of a distant memory like ETAs. So, if you haven’t already, now is the time to start transitioning to a Performance Max strategy to continue reaping the benefits of the Smart Shopping format.

Google announced that the self-upgrade feature is available through September 2022 and the auto-upgrade will be rolled out in batches from July through the end of September 2022.

You will receive a notification (shown below) of your account’s specific deadline for the auto-upgrade.

Auto-Upgrade vs Net-New

As a best practice, Google recommends using the migration tool to upgrade your Smart Shopping campaigns.

At Seer, we take a data-driven approach to our recommendations so we tested using the migration tool versus creating a net-new Performance Max campaign. Our test aimed to determine if the migration tool improved short-term efficiency (we defined this as a 2-week period).

For both the net-new and migrated campaigns, we measured performance pre vs post:

💡 The campaign that utilized the migration tool had better immediate results than the net-new campaign.

The migrated campaign had a -14% CPS (Cost per Sale) with a stable ROAS (Return on Ad Spend) — whereas the net-new campaign had slight decreases in both efficiency metrics.

Additional Considerations

That’s it for now! Migrate those campaigns and follow Seer on Twitter for more analyses like this.

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Source: www.seerinteractive.com, originally published on 2022-08-09 13:30:30