Microsoft moves Smart Shopping to Performance Max

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.