Google recently announced that Product Listing Ads (PLA’s) will soon be upgraded to their new shopping campaigns. At first glance it would seem that these new shopping campaigns look identical to the old PLA’s. However, Google has enhanced a number of the targeting and reporting that advertisers are able to utilize now with their product ads. Here are a couple of key upgrades that are associated with the new shopping campaigns.
- Advanced Reporting – You no longer need to set up separate product groups to find out which of your product ads are preforming best. With the new shopping campaign you can simply filter your product view to show the performance of any of your product lines.
- Enhanced Optimization & Competitor Data – Take advantage of the new Bid Simulator tool which allows you to see how competitors using similar product ads as you are performing. This can allow you to optimize your bids to stay competitive while also getting the highest return on your ad spend.
- Improved Campaign Organization – Perhaps the most convenient enhancement to e-commerce advertisers. New shopping campaigns will allow you to browse your inventory directly in AdWords and organize product groups effortlessly.
With these new enhancements it is easy to see why Google is excited to roll out this new campaign type. You may be asking yourself: what do I have to do to my current product listing ads to prepare for the shopping campaign switch?
Good News! As long as your data feeds are optimized and up to date your transition to the new shopping campaign should go smoothly. The only other change you may need to make is if you are currently using AdWords labels or AdWords groups since these will not be transferred to the new shopping campaigns.
To learn more about these exciting new changes visit: https://support.google.com/adwords/answer/4637089