Big changes are rolling out for advertisers using both Performance Max and Standard Shopping in the same Microsoft Advertising account.
What’s new?
– As of May, Performance Max will no longer automatically take priority over Standard Shopping in the auction when both target the same product.
– Instead, standard auction dynamics apply; the campaign with the highest Ad Rank will be served.
This makes it easier to test, control, and optimize campaigns without the previous hierarchy getting in the way.
No action is required, but you may want to adjust budgets and targets for better control.
Other new capabilities now live in PMax:
- Use scripts & automated rules
- Copy-paste asset groups
- Set customer acquisition goals (in pilot this June)
- Get diagnostic tiles for conversion issues
- Upgraded diagnostics to identify performance issues in PMax
Microsoft reports a 39% higher conversion rate for PMax vs. Standard Shopping (US data, Feb–Apr 2025).
Read all the updates here: New custom report builder and other product updates for June.
See more details shared by Navah Hopkins.