Written by Torkel Öhman, CTO.
Honestly, I geek out over this stuff, so I ran the numbers. Comparing accounts using Standard Shopping and Performance Max using Amanda AI from November 2023 and 2024, I noted how this update changed the game. And now I’m sitting here, sharing my findings with you.
📌 Key findings
1. Standard Shopping’s comeback tour
In 2023, Standard Shopping contributed just 4% of the total conversion value. By 2024, that number jumped to 31%. Quite a jump! The ROAS for Standard Shopping also surged, increasing from 5.96 to 12.17 on average, showing how advertisers leverage it for more impactful campaigns.
2. Performance Max isn’t losing its mojo
Despite Standard Shopping’s growth, Performance Max held its ground. Total clicks increased from 1.23M in 2023 to 2.8M in 2024, a staggering 127% boost. This proves that the updates aren’t about cannibalizing Performance Max—they’re about smarter redistribution of budgets to make every campaign type shine. Like a diamond (or the pole star since it’s the holiday season.)
3. Bigger results, slightly higher costs
The total ROAS across affected accounts climbed, with Standard Shopping delivering 17.43 average ROAS compared to Performance Max’s 14.78 in 2024. While there was a slight cost increase, the improved returns more than justified the investment.
4. The dream duo: Standard Shopping + Performance Max
Accounts running both Standard Shopping and Performance Max saw the most significant improvements. Meanwhile, accounts using only Standard Shopping gave positive growth but not to the same dramatic degree, reinforcing the power of a combined strategy.
👀 Why this matters
This isn’t just a tweak—it’s a complete reshuffle. Standard Shopping’s equal footing with Performance Max means advertisers can get the best of both worlds. It’s about using Standard Shopping for more granular control while letting Performance Max handle the broader reach. Together, they create a balanced strategy that delivers on all fronts. Who would have thought only a year back?
🥤 The takeaway
Google’s updates have brought Standard Shopping back into the spotlight, and it’s thriving. With a total conversion value of $52.6M in 2024, up from just $1.38M in 2023, the potential is undeniable. And with Amanda AI automating and optimizing every step, you can make the most of these changes.
The verdict is clear: Standard Shopping has struck back— and it’s on fire! 🎶
I hope this summary and numbers shed new light on a campaign type you might not have considered lately and perhaps give you a few new ideas for using it in your marketing.
