Google Shopping’s new Shopping campaigns changes the core of how Product Listing ads are created, and how they are organized in AdWords. With the addition of new tools and campaign structure, the new program can seem pretty scary for advertisers.
Although still in beta, the inevitable roll-out for all advertisers also presents some new user friendly features and updates for retailers. Check out some of our favorite updates below.
Google Shopping Campaign Perks
How advertisers create Google Product Listing Ads within AdWords is wholly changed with the new Shopping Campaigns. Product groups are created within AdWords with much less work needed to be done in the data feed. This makes it easier for advertisers to create product groups with multiple levels such as a category target within a brand target. Moreover, with the new structure, its easier for advertisers to track this type of product break out performance within AdWords.
The new Google Shopping Campaigns PLA structure is hinged on product group layering. All product groups are a sub-division of an advertisers all products product groups. Each subsequent product group is an additional sub-layer of a product group under the all products product group. Although a new method, its designed to make creating ads easier and more intuitive. For new users, and those with limited PLA knowledge, this feature is awesome. For a more in-depth explanation of how Google Shopping Campaigns are set up, watch this video.
The new Google Shopping structure includes exclusions, which are a nice addendum to down bidding and product cuts. Advertisers can now exclude a sub-group of products from a product group, in order to segment products which you don’t want to include in a product group.
New Competitive Tools
Google Shopping campaigns include some new tools which help advertisers view their own performance data in addition to competitor metrics
Benchmark Click Thru Rate (CTR) and Maximum Cost per click (CPC) let you know how your bids compare to other retailers with similar products. You can learn more about these new Google Shopping campaign tools here.
Another great feature associated with the increased Google Shopping campaign visibility is the Products tab. Formerly, for product data advertisers would need to visit their Google merchant login or view a data feed. The Products tab shows this information within AdWords, which allows merchants to see more product information such as product ID.