Good Procuring and Native Campaigns upgrading to Efficiency Max



Beginning July 2022, present and future Good Procuring campaigns (SSC) will start computerized upgrades to Efficiency Max campaigns. Native campaigns (LC) will start computerized upgrades beginning August 2022. In case you handle and/or report on SSC and/or LC, it is best to implement Efficiency Max marketing campaign options as early as potential with the intention to keep away from lack of performance. Nearer to July, we are going to present extra particulars and exact timing.

We suggest you start to construct integrations now to make sure satisfactory preparation for migration.

New retail and native campaigns

Efficiency Max has been out there within the Google Advertisements API since v9. We suggest you utilize Efficiency Max in the present day for any new campaigns with on-line, offline or omnichannel gross sales targets.

SSC might be created with out conversion monitoring. Whereas Efficiency Max campaigns, together with retail, don’t require conversion monitoring, it’s extremely really useful.

Methods to improve

Listed here are the methods it is possible for you to to improve present campaigns to Efficiency Max:

  • [Recommended] Self-upgrade by means of API suggestions. In an upcoming Google Advertisements API launch later this yr, a brand new advice sort shall be out there for per-campaign or bulk upgrades. You need to use this to manage the sequence of marketing campaign upgrades or apply all suggestions at one time. There shall be equal improve choices out there within the Google Advertisements UI. Self- and auto-upgraded campaigns will carry ahead some learnings from the legacy marketing campaign to assist guarantee continuity.
  • Auto-upgrade. Beginning July 2022, SSC shall be auto-upgraded to Efficiency Max on a rolling foundation. Beginning August 2022, LC shall be auto-upgraded on a rolling foundation.
  • Create a brand new Efficiency Max marketing campaign by means of the API. This may contain creating a brand new Efficiency Max marketing campaign with the identical attributes and properties as an present SSC or LC. Do you have to select to create a brand new Efficiency Max marketing campaign, the brand new marketing campaign could not make the most of the learnings of the prevailing SSC or LC to the identical extent.

Improve affect on present campaigns

An upgraded marketing campaign, whether or not by self-upgrade or auto-upgrade, will:

  • Protect budgets, property, and settings of the prevailing SSC and LC
  • Mark the legacy marketing campaign as REMOVED standing (metrics will proceed to be out there within the legacy marketing campaign for historic functions)
  • Comprise a mapping from the earlier marketing campaign ID to the brand new marketing campaign ID

Upgraded campaigns will perform like your earlier campaigns and use present property to run on further stock that drives your conversion targets. We suggest including further property to get probably the most worth out of Efficiency Max.


Date Occasion
Now Begin implementing Efficiency Max in your utility. When potential, begin new campaigns with Efficiency Max as a substitute of SSC or LC.
April 27, 2022 Sundown of AdWords API
April 2022 Self-upgrade interval begins within the UI
April / Might 2022 Self-upgrade interval begins with the API’s new advice sort
July 2022 Begin of SSC auto-upgrade
August 2022 Begin of LC auto-upgrade
September 30, 2022 Completion of most SSC and LC auto-upgrades

Steering for AdWords API builders

The AdWords API will sundown on April 27, 2022. Builders utilizing SSC through the AdWords API ought to migrate to the Google Advertisements API utilizing SSC as early as potential. The self-migration by the Google Advertisements API will solely be out there after the sundown of the AdWords API.

Further data

For extra data, see the Google weblog submit about this improve.
When you’ve got any questions or want further assist, contact us through the discussion board.



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