Google has announced new features for its Shopping campaigns, and set August 2014 as the retirement date for old Product Listing Ad campaigns. The Shopping campaigns feature was rolled out in February as a new way for advertisers to manager their Product Listing Ads in AdWords.
Advertisers making the switch to Shopping campaigns will find a more streamlined approach to managing Product Listing Ads. The new campaigns allow retailers to browse their inventory directly in AdWords, analyze performance at the product level, and bid competitively with new metrics, including benchmark data and impressions. Retailers satisfied with regular Product Listing Ad campaigns should note that Google plans to upgrade all existing Product Listing Ad campaigns to Shopping campaigns in August.
The new Shopping campaigns offer several key benefits:
By using Shopping campaigns, advertisers can browse product inventory directly in AdWords and create product groups for the items they want to bid on. For example, a clothing retailer could make a category for shirts and bid on that group alone. Product groups can be derived from product attributes in AdWords, such as product category, product type, brand, condition, or item ID. Advertisers can also create custom labels to organize inventory into product groups.
In addition to enhanced product management capabilities, Shopping campaigns also provide new ways to filter performance data by product or product attribute. Advertisers can segment performance metrics by Google product category, product type, brand, condition, item ID, and custom labels. The ability to segment performance data can help advertisers examine impressions and other performance data from a subset of products.
Shopping campaigns also provide valuable insights into the competitive landscape by allowing retailers to examine the estimated average click-through-rate and cost-per-click for other advertisers with similar products. The data is aggregated and averaged, so it remains anonymous. With the Bid Simulator, retailers can estimate how bid changes could impact their impressions, clicks, or costs. Along with other AdWords features, such as estimated total conversions, advertisers have various tools available to gain insight into how search ads drive conversions.
Google is touting the upgraded approach as a time-saving way to promote products on its wildly popular Product Listing Ads.
“Shopping campaigns offer a truly retail-centric and seamless approach to (product listing ads),” wrote Eric Tholomé, Google Shopping’s director of product management.
Moving forward, Google anticipates building more tools and features into Shopping campaigns to further improve Product Listing Ad management.