Tips For Upgrading To Google Shopping

04 August 2014

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Google Shopping Campaigns can be very beneficial for your business. Would you like to know more? Do not hesitate to contact us.

With Product Listing Ads (PLA) on Google Shopping, people can browse a wide selection of products, finding high quality imagery and relevant product information like brand and price.  Google introduced Shopping campaigns in October 2013, a new campaign type for PLAs.  Shopping campaigns streamline how you manage and bid on your products, report on your performance, and find opportunities to grow your traffic and revenue.
New Features of Shopping Campaigns: 

 

·         More intuitive campaign creation and Interface

 

·         Retail centric platform enabling you to browse your products in the AdWords interface - no need to access your feed!

 

·         Ad Groups have been replaced by Product Groups

 

·         Campaign Priority Settings ensure bids don't conflict in multiple groups

 

·         Performance statistics such as click, conversion and cost can be accessed at individual product level

 

·         Access to insightful competitive metrics for Product Groups such as Benchmark CTR and Benchmark Max CPC

 

·         Impression Share metrics by Product Groups

 

Shopping campaigns will completely replace traditional Product Listing Ads by the end of this month.   So if you have not upgraded yet, do not miss the following tips that will help you in the process:

 

 

1.      When upgrading to Google shopping, if you are still keeping some of your old PLA campaigns, be careful. Remember that Shopping Campaigns replace PLAs, so create Shopping Campaigns while PLAs are live and pause PLAs when you are ready to upgrade.

 

2.      The key to the new PLA structure is that all product groups are segmented out of the default All Products Group.  It is recommended that you generate different product groups by the attributes that you have previously defined in the Merchant feed.  Once you subdivide a Product Group by one attribute, you are bound to that attribute at that level.  Make sure you structure your campaign before you start creating product groups, as the order in which you choose your initial product groups is pivotal.

 

3.      Custom Labels Replace AdWords Labels.  Custom labels are a new, structured way to tag your products in your data feed with attributes that matter to you, such as margin to separate your high- and low-margin products.

 

4.      There is no longer a validate button to confirm your Product Groups are valid.  Make sure to check the Product Group Subdivision screen to check the correct products are filtering through.

 

5.      You no longer need to create separate ad groups or product targets to track your impressions, clicks and cost.  You can analyse and report on your PLA performance by product attribute or by individual items in the Dimensions tab.

 

6.  Make sure you use the competitive performance data such as impression share to help you understand the opportunity lost due to insufficient bids and budgets, and the bid simulator tool will help you estimate the amount of impressions you'll receive as you adjust your bids.

 

To upgrade, we encourage you to create a Shopping campaign from scratch and then customise product groups and bids from there.  That way, you can choose how granular you'd like to get and ensure your entire inventory is included in your Shopping campaign.   However, Google do offer the option to base your Shopping campaign on a regular PLA campaign.

 

 

 

Google Shopping Campaigns can be very beneficial for your business. Would you like to know more? Do not hesitate to contact Loud Mouth Media!