Google Automatically Elevates Vehicle Ads to Maximum Performance

• Google is automatically elevating vehicle ads to Maximum Performance.
• Maximum Performance can expand customer reach and increase conversions.
• The upgrade to Maximum Performance will occur in September.

Google announced a change in its vehicle marketing strategy to better serve the transition of car shopping to the digital space.

Google notes that consumers are increasingly starting their car shopping processes online, with 79% of new car buyers using a search engine as part of their purchasing journey.

Potential car buyers refer to an average of six websites while researching before a purchase.

Last year, Google introduced vehicle ads in Searches, allowing car sellers to display their vehicle inventory directly on Google to potential buyers.

Starting from September, Google will automatically transition vehicle ad campaigns created through Smart Shopping campaigns to the new Maximum Performance product.

This change will enable automotive advertisers to connect with customers at more touchpoints, including YouTube, the Display Network, Gmail, and Discover.

Everything related to the campaigns, including settings, structure, audience data, product feeds, and creative assets, will be moved to the new platform.

Maximum Performance: Benefits and Features

Upgrading to Maximum Performance offers three key benefits for automotive advertisers:

• Expanding Customer Reach: Maximum Performance opens up new placements and ad inventory. It leverages audience signals to better understand the most valuable target audiences.
• Increasing Conversions: Maximum Performance allows optimizing online and offline conversions within a single campaign.
• Providing Valuable Insights: The Maximum Performance Insights page will offer new data about your audience and current search trends.

Upgrade Process

The upgrade from Smart Shopping campaigns to Maximum Performance for vehicle ads will be automatic.

This process cannot be done manually, and there is no special tool for it.

You can pause the old Smart Shopping campaigns, create new Maximum Performance campaigns, or wait for the automatic upgrade.

Next Steps

After the upgrade, Google recommends adding more creative materials, such as text, images, and videos. This will allow the ads to be displayed in more ad inventory. It can also provide more information about your audience, which will help Google’s machine learning algorithms optimize more quickly.

CRM Medya