Product listing ads have been a great way for eCommerce advertisers to drive incremental revenue from Google SERPs since their launch in the fall of 2010. With relatively lower average CPCs, the comparison shopping engine has continued to be channel for cost competitive retailers to purchase targeted, above the fold ads in Google’s search engine.
As more retailers have entered the space, Google has dedicated more resources and support to assist advertisers with feed optimizations and improve the user interface of campaigns within the AdWords engine. Their latest investment in growing this channel is the upgrade from Google Product Listing Campaigns to Google Shopping Campaigns.
Shopping Campaigns give PPC managers more control and visibility into bidding, segmentation, performance, and reach within AdWords. In the past, benchmark data such as CTR, Avg. CPC, and Impression Share was not available and managers would need to make updates directly in product feeds (i.e., the data source for product campaigns). Now that competitive data is available and optimizations are self-contained within AdWords, it will increase efficiency, improve results, and allow more advertisers to enter the space.
Google is encouraging all advertisers to upgrade from PLA Campaigns to Shopping Campaigns by August 31, 2014. Advertisers can either upgrade their existing PLA Campaigns or create new Shopping Campaigns from scratch. Learn more here at Google’s support site.