Have You Switched To Google Shopping Campaigns?
Google is retiring the product listing ads (PLAs). Starting September 1st, all product listing ads will be migrated to the new shopping campaigns. Just like the PLAs, Google shopping campaigns will allow you to show an image of a product you are trying to sell on the search engine with a short promotion, as opposed to the text ads.
The shopping campaigns offer a more retail-centric advertising model where advertisers can easily segment their product feeds by categories and labels.
End users won’t see a difference between the old and new campaigns, they will look the same as they did before. What has changed is how product campaigns are managed. The new campaigns offer account managers more flexibility than ever to bid, report, and optimize your products by working directly in the AdWords interface.
The new shopping campaigns platform have some key benefits that were not available with the PLAs. For example, the new platform offers in depth reporting. You can see data on the performance of Individual products. Benchmark reporting is also available and you can see benchmarks for your CPC, CTR and impressions share.
Google makes it really easy to transition from the Product Listing Ads to the Google shopping campaigns. If you want to include all the products in your data feed all you’ll need to do is click a button.
if you decide you don’t want all the products in your data feed or your building a brand new campaign, follow the next steps:
From the “Campaigns” tab, click +Campaign. Select Shopping from the drop-down menu.
There are two ways to set up ad groups. The first is to select ‘Start with one product group with a single bid’ which means a single product group will house all products with the same bid. The second Option is to create one ad group and generate multiple product groups based on the product attribute.
If you chose the second option, like in the example above, you’ll get multiple product groups and each product group will get its own bid based on an average of your previous bids on products within these product groups. Once each group gets a bid you will be able to adjust and optimize the bids from there.
In the example below, I choose the second option of creating multiple product groups. I chose to focus this ad-group on the digital cameras, so I opened an ad-group called digital cameras. The next step is to drill down.
Eventually, if I drill down deep enough I will get to enough definition where each of the products has its own bid.
Since you can only give bids to product groups, the only way to for different products to have different bids is to make them their own product group. The way to do that is to keep drilling down.
Note that is you bid on the product group level, the ad group bid level becomes a default bid and is no longer used as your max. CPC
Additionally, another important feature to notice is the in the campaign settings. Basically, if you migrated your old PLA campaigns the settings are the same. However, they have now small but important change: the priority setting. The setting is used when you have multiple campaigns advertising the same product and you want to determine which campaign (and its associated bid) will be used when ads for these products show.
By default, every campaign is set to a “Low” priority level. When the same product is included in more than one “Low” priority campaign, the campaign with the higher bid will be eligible for the ad auction. However, when you choose a higher campaign priority for a campaign, the priority level — not the bid — determines which campaign is eligible when the same product is included in more than one campaign.
The new Google Shopping campaigns will certainly provide more flexibility to manage and optimize products. The more details you feed has the deeper you will be able to drill down. So, make sure your feed is up to par.
Have a smooth transition everyone, and be sure to read the second part of this post for ideas and tips on how to optimize the new shopping campaigns and get the best ROI out of your shopping campaigns ad spend.