Google strong-armed ecommerce marketers into Performance Max campaigns in 2022 by deprecating Smart Shopping and Local campaigns in favor of fewer levers and more AI-driven results.
As I wrote in a column looking back on Google’s biggest 2022 moves, most advanced search marketers begrudged this direction since more controls provide good marketers more room to outpace their peers, giving their brands a competitive edge.
B2B marketers weren’t nearly as broadly impacted by the move to Performance Max, since their old campaign structures remained unchanged by Google.
