Out Of Beta: Google Shopping Campaigns For PLAs Now Available Globally

Google began testing Shopping campaigns with a limited set of advertisers last year with the aim of streamlining the often cumbersome task of Product Listing Ad management. Today, after just over a 3-month beta period, Google is rolling out Shopping campaigns to all users globally.

Google Shopping campaigns give users access to inventory and product feed information directly in AdWords. Based on feedback during the beta period, Google has added the ability to bulk edit product groups at scale. API support and a bid simulator will be coming soon.

Google Shopping Campaigns global launch

Rich Brown, Head of PPC at Farfetch, said in the announcement, “The transition was very easy. We quickly created product groups for the top 25 brands and a ‘top sellers’ strategy and saw a 6% reduction in CPC and a 13% increase in conversion rate. The combined benefit of these two improvements alone has meant our CPA has reduced by 20% since we launched Shopping campaigns.”

It’s important to note that with this change, advertisers will need to approach their PLA campaigns differently. As Search Engine Land columnist Rick Backus wrote earlier this month, the new campaign type “fundamentally changes campaign management for Product Listing Ads”. He offers several points of guidance for advertisers moving to Shopping campaigns and ways to avoid making key mistakes in Shopping campaigns.

Product Manager for Bidding Strategies within Google Shopping, Santiago Andrigo, will be discussing the new Shopping campaigns at SMX West.

A quick update to clarify: Advertisers can run both traditional PLA campaigns and new Shopping campaigns simultaneously. Additionally, Shopping campaigns have a new “campaign priority” setting for advertisers can designate which campaigns they’d like to receive serving priority.

Related Topics: Channel: Retail | Google | Google: AdWords | Google: AdWords: Product Listing Ads


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.

Connect with the author via: Email | Twitter


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide