Google Launches Shopping Campaigns To Ease PLA Management

google-shopping-products-featuredWhile Google’s switch to paid Product Listing Ads for Google Shopping has proven wildly successful, growth has likely been hindered by the fact that setting up and managing Product Listing Ad campaigns for Google Shopping has been plagued with complexity. Today, Google announced a new campaign type called Shopping Campaigns designed to  make it easier for advertisers to manage PLAs.

The key feature in Shopping campaigns is that feed data will now be visible from within AdWords, rather than being walled off in Google Merchant Center. You’ll be able to see attributes in your Google Merchant feed such as product category, product type, brand, condition, item id within AdWords.

In Shopping campaigns you’ll set up “product groups” from any of the attributes listed above and new “custom labels”, which offer a way to tag products in your feed with custom attributes such as Margin.

Product groups Google AdWords Shopping CampaignsFrom the Products tab, you’ll be able to see a full list of approved products and their attributes.

Reporting for Shopping campaigns now allows you to view performance by product or product attribute. Performance metrics are associated with the actual product, rather than product group. You’ll be able to filter and segment data by your available product attributes from within your categories: As an example, “you’ll see which Apparel & Accessories categories drive the most clicks, without having to break out your clothing category into a separate product group.”

reporting dimensions google shopping campaigns

In addition to performance reporting on your own products, Shopping campaigns offer competitive benchmarks as well. From the Product Groups tab, you can add benchmark columns to see the estimated CTR and max CPC for other advertisers with similar products. These are aggregated averages, so the value of the estimates will vary. Google says impression share columns and a bid simulator (based on those aggregated averages) will be added soon.

Shopping campaigns are available to a small set of advertisers now and will be rolling out to advertisers in the US “gradually”. Global availability and API support won’t come until early next year.

Interested advertisers can fill out the form here to be contacted with more information in the coming weeks.

Related Topics: Channel: SEM | Google | Google: AdWords | Google: AdWords: Product Listing Ads | Search Ads: Product Ads | Search Engines: Shopping Search Engines | Search Marketing: Shopping Search Marketing | Top News

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • http://www.onefeed.co.uk/ Onefeed

    I can see this being a brilliant new feature for all PLA merchants. I can’t wait to see it over here in the UK. We manage over 100 PLA campaigns and something that we care about more than anything is ensuring we are getting traffic on the right products and minimising on the less perfroming products. With this level of reporting and API access it will defintely make it easier for us to manage this and continue to see incremental improvement.

    Essentially this change to the way you can optimise your adgroups / labels etc will scare a lot of clients and the levels of complexity to all this is gonig to cause more headaches for inexperienced clients. We’ve designed our own management suite for the PLAs and setting the bids in the adwords labels makes this a hell of a lot easier to manage as we can see product level click and cost data already. I’m not usre if we’ll ever see the need to change the way we work, even with these new changes. The API clicks costs data integration will of course be necessary.

    We’ve seen some awesome results with the PLAs this year. Here’s some more info about how we work with this area: http://www.onefeed.co.uk/onefeed-customer-case-studies-and-success-stories/

  • Eric Eaton

    On one hand, I’m excited that Product Listing Ads aren’t going to be such headache to manage any more. My one reservation about this is a big one: by making it more accessible, achieving the same ROI is surely going to be a lot harder to pull off. More people being able to manage it effectively means more competition, and more competition means rising costs. Considering one of the core reasons PLAs work is that they’re so cheap, this worries me somewhat.

  • Eric Eaton

    On one hand, I’m excited that Product Listing Ads aren’t going to be such headache to manage any more. My one reservation about this is a big one: by making it more accessible, achieving the same ROI is surely going to be a lot harder to pull off. More people being able to manage it effectively means more competition, and more competition means rising costs. Considering one of the core reasons PLAs work is that they’re so cheap, this worries me somewhat.

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