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Not too long ago, I had to plug and unplug my headphones any time I switched from playing games on my computer to listening to music on my MP3 player. So when I finally got my first set of wireless headphones, I was excited to avoid tangled cables and start using a Bluetooth connection. But it was still clunky.

To switch audio, I found myself constantly manually digging into Bluetooth settings to double check which device my headphones were connected to, or needing to manage the connection from each device. Then I tried headphones with Bluetooth multipoint, which was an improvement, but it still required me to manually connect to devices and didn’t always switch audio sources when I wanted it to. Eventually, I decided to just purchase two sets of wireless headphones, one that was always connected to my phone and one for my laptop.

As the number of devices I use throughout the day increases, purchasing more headphones per device isn’t a practical solution, and manually managing headphone connections was a time consuming process. We are introducing our audio switching technology that reduces frustration and gives you more control over your audio experience to help you switch between devices throughout the day.

Helping improve your audio switching experience

Fast Pair is a feature that allows you to easily find and pair your wireless Bluetooth headphones to your Android phones and tablets, then save them to your Google Account. Your headphones will also immediately sync with all your other Android devices for easy setup.

Our audio switching technology builds on top of Fast Pair to use contextual information on what you’re listening to in order to switch the audio based on your actions. We have more categories that are ranked to determine how to prioritize sounds between phone calls, media and all of the sounds your devices may make. So for example, if you’re watching a video on your tablet and you receive a notification on your phone, your headphone audio will not switch to your phone. But if you receive a phone call, your headphone audio will make the switch.

We understand everyone prioritizes sounds differently. Like with all of Android, you have full control of the experience with a notification that appears allowing you to switch the audio back to the original device you were listening on in a single tap.

We also understand our users use a variety of devices beyond Android. With audio switching headphones that support Bluetooth multipoint, you can also connect up to two Bluetooth devices at a time.

Improving the audio switching experience on more devices

We are rolling out audio switching between Android phones and tablets with Bluetooth multipoint on the new Pixel Buds Pro. We’ll also be rolling out our audio switching technology to select Sony and JBL headphones in the coming weeks.

If your headphones support both Bluetooth multipoint and audio switching, make sure their toggles are turned on in your “Device details” settings for a better audio experience across your devices. Audio switching is available between Android devices to start, with plans to expand to more of your favorite platforms and devices over time.

Today’s consumers are always-on, where curiosity and inspiration can strike them anytime and anywhere. They’re also kicking off their holiday buying earlier than in previous years to find the best deals and avoid supply chain issues. As of June, 26% of shoppers in the US reported already having started their 2022 holiday shopping.[f657a2]The race is officially on to turn curiosity into customers this holiday season!

To win customers throughout the extended season, look no further than Performance Max campaigns. They find the right mix of inventory and formats across all of Google’s advertising channels to help you drive more sales both online and in-store.[347c82]

Earlier this year, we shared the timeline and process for upgrading your Smart Shopping and Local campaigns to Performance Max using the “one-click” upgrade tool in Google Ads. The tool started rolling out in April for Smart Shopping campaigns and is available now for most advertisers. We strongly recommend using the tool to upgrade your campaigns as soon as you can to get a head start on the holiday season. The self-upgrade tool for Local campaigns will be available soon. More information is coming in the next few weeks, stay tuned for updates published to the Help Center.

Starting automatic upgrades for Smart Shopping campaigns

If you use Smart Shopping campaigns you’ll have advance access to the self-upgrade tool for two months on average to give you time to upgrade yourself before automatic upgrades begin. Automatic upgrades are happening on a rolling basis for Smart Shopping campaigns that have not already been self-upgraded using the tool. Keep these details in mind as automatic upgrades begin:

• Automatic upgrades will gradually progress and finish in September for most advertisers. You’ll receive a notification in Google Ads two to three weeks before your campaigns are automatically upgraded. The notification will provide a specific date when your campaigns will start automatic upgrades.
• Some Smart Shopping campaigns using features like vehicle ads that are not yet available in Performance Max will complete automatic upgrades in early 2023. For campaigns not yet eligible for upgrades, advertisers will receive more specific information later this year about their automatic upgrades coming in early 2023.
• When your campaigns are self-upgraded using the tool or automatically upgraded, learnings from your previous Smart Shopping campaigns carry over to your new Performance Max campaigns to maintain consistent performance. Your campaign settings will also automatically transfer to Performance Max. Find more details in our Help Center.

Engage shoppers with new video formats on YouTube

YouTube has over 2 billion monthly logged-in users and attracts a generation that has grown up watching what they want, when they want, on any screen.[e93e4c]New video formats — powered by your product feed — make it easier for viewers to shop relevant products directly from your video ads across YouTube on Shorts, in-feed video and in-stream.

Once you’ve upgraded to Performance Max, upload your own video assets to drive better results on YouTube. It’s never been easier to create video ads! With video ad creation now available in Google Ads, you can build a high-quality video ad in a matter of minutes and then add it to your campaigns including Performance Max.

See how retailers are succeeding with Performance Max

Upgrade to Performance Max as soon as you can to make sure you’re well positioned for the holiday season. Visit the Help Center for best practices and mark your calendars for Think Retail on August 30. Join us at this virtual event to hear Google product leaders and industry experts share the latest holiday trends and ways you can get your business ready.