About upgrading Dynamic search ads to Performance Max

Note

This article refers to the upgrade process for Dynamic Search ads to Performance Max. Learn more about Performance Max campaigns.

We’ve improved search performance and conversion rates on the Microsoft Advertising Network by enhancing our search technologies for Performance Max campaigns. This asset-focused campaign type helps you easily create and manage campaigns, boost ads to reach your target audience, and meet advertising goals across the entire Microsoft Advertising Network. You can add assets like text and images to your asset groups, and we’ll handle the rest.

Benefits of upgrading to Performance Max

• Increased conversions: Advertisers who upgrade Dynamic Search ads campaigns to Performance Max see an average increase of over 24% in conversions or conversion value at a similar cost per action (CPA) or return on ad spend (ROAS).
• Additional coverage: Performance Max campaigns run on multiple Microsoft Advertising Network and inventory, including MSN, Outlook, and Search, which helps drive more conversions by optimizing across channels.
• AI technology: Performance Max leverages Microsoft's AI innovations for bidding and creative automation, optimizing your budget in real-time and adapting quickly to changing consumer trends.
• Robust insights: Performance Max offers insights that reveal where your campaign is finding new and valuable search categories and search terms, which will help you optimize your campaigns more effectively.
• New features: Performance Max includes new features, such as new customer acquisition goals, search themes, and audience signals to help identify the most valuable customers interested in your products or services. Also, Performance Max campaigns use automatically generated assets to create more relevant ads that match user intent.

How to upgrade your campaigns from DSA to Performance Max

You can upgrade from the Recommendations page or follow these instructions:

1. From the navigation menu on the left, hover over Campaigns and select Recommendations.
2. Choose the Upgrade your Dynamic Search Ad campaigns to Performance Max campaigns recommendation.
3. Select the checkbox next to each campaign that you want to upgrade. Alternatively, from the recommendation, select Apply all to upgrade all campaigns.
4. Select Apply all.

Note

Microsoft Advertising will preconfigure the minimum asset requirements for a Performance Max campaign to facilitate the upgrade. These assets are sourced from those previously used in the original DSA or extracted from your website. The upgrade process may fail if the preconfigured assets don’t meet the minimum criteria of the Performance Max campaign. In such cases, the upgrade won’t proceed and the original DSA campaign will remain active.

Eligibility

If your campaign is eligible, you’ll receive the Dynamic Search ads upgrade to Performance Max campaign recommendation on the Recommendations page. Ensure your Dynamic Search ads campaigns meet the following criteria:

• Contain up to 100 active Dynamic Search ads ad groups.
• Campaigns don’t use a shared budget.
• Each Dynamic Search ads ad group contains at least one Dynamic Search ads.
• Each Dynamic Search ads ad group has at least one active Dynamic Search ads auto target rule.
• Dynamic Search Ads campaigns with a standard daily budget qualify for an upgrade to Performance Max.

Note

Dynamic Search and Performance Max ads are not available in the Mainland China market.

Upgraded Dynamic Search ads

Once upgraded, the original DSA campaign will be replaced by a new Performance Max campaign, retaining historical performance data. The transition typically takes a few minutes, but the new campaign may take up to one day to begin its learning phase.

• Maintained settings: Budget, bid target, geo-targeting, language settings, URL rules, page feed exclusions, account-level negative keywords, and extensions.
• Learning period: This can take up to six hours for Performance Max ads.