Now that you are well-versed in the changes coming with Google Shopping campaigns, you are probably busy preparing to make the upcoming transition. However, given the changes Google has made to the way campaigns are structured, it can be confusing to figure out how to best set things up to suit your business needs.
In an effort to make Shopping campaigns easy to use, Google decided to structure them in a hierarchical format. This means that users can essentially break down their entire inventory into different product groups all under a single over-arching ad group. While this is indeed easier to implement, large advertisers may find this new structure to be more restrictive and struggle with how to best optimize their campaigns to achieve maximum ROI for each campaign segment or product line.
Maintaining all your campaigns in a single ad group will confine them – regardless of their different objectives and outcomes – to a single economical goal, which ultimately prevents bidding flexibility. This is where Marin can make a big difference. Using Marin’s flexible folders, you can easily create and control bidding strategies for ad groups based on their performance and efficiency goals. This is beneficial for many retailers that wish to bid different shopping campaign segments or product lines to different efficiency targets.
Additionally, savvy advertisers should use the mobile bid adjustment setting at the ad group level to optimize their campaigns across devices. Marin’s mobile bid adjustment recommendation (MBAR) tool can facilitate this task at scale on shopping campaigns with multiple ad groups.
The big takeaway? By simply breaking out your Shopping campaigns into multiple ad groups, you will be able to leverage the power of Marin’s bid optimization tools and have better control of your advertising budget, while enjoying all the perks that Google Shopping campaigns has to offer!
Google Shopping campaigns are a great opportunity for retail advertisers to review their current PLA campaigns and optimize them for even better results. However, as many retailers are managing sometimes millions of products across thousands of brands and hundreds of feeds, adapting to and mastering the new Shopping campaigns system can seem like a huge undertaking.
Below we’ve provided seven tips to help you succeed during (and well after) the campaign migration process:
Going beyond basic campaign management strategy, advertisers can obtain additional control and visibility over Shopping campaigns by following more advanced tips:
For more best practices to ensure a seamless transition to Google Shopping campaigns, check out our full-length guide here.
Now that you’ve familiarized yourself with the new changes and functionalities you can expect from Google Shopping campaigns, it’s time to nail down where to start in your transition prior to the August rollout.
The first thing to note is that regardless of how an advertiser’s existing PLA campaigns are set up today, there are several steps that they will need to take to migrate these campaigns over to the new Shopping campaigns in a smooth and seamless manner. Here’s where to start:
Once Google Shopping campaigns are up and running, advertisers should monitor and analyze performance metrics to ensure that they are getting their desired results. These performance metrics should also be used to determine how to best optimize their campaigns going forward.
While the features of Google Shopping campaigns are aimed at providing advertisers with an improved and more streamlined user experience, you should also be aware of the changes that have been made to some existing functionality with the same objectives in mind. Below is a rundown of what’s changed:
Now that you’re armed with the tools to begin making this transition, be sure to stay tuned for tips on how to get the most out of your Google Shopping campaigns once you’ve gotten started.
In February, Google Shopping campaigns became available to all advertisers globally. Shopping campaigns redefined the way retail advertisers manage and report on Product Listing Ads, offering additional flexibility, visibility, and control marketers truly appreciate. Though advertisers can continue managing standard PLA campaigns successfully, Google announced today that all advertisers must fully transition to Shopping campaigns by late August 2014. After this date, advertisers will no longer be able to manage PLAs through standard Search campaigns, and all remaining PLA campaigns will be automatically upgraded to Shopping campaigns. This transition, similar to enhanced campaigns, represents a challenge and opportunity for retail advertisers.
What Do I Need To Do?
From now until the transition date, advertisers can continue managing and optimizing PLAs through standard Search campaigns. Since the auction landscape for PLAs was not affected by the introduction of Shopping campaigns or the mandatory transition, advertisers can continue running standard campaigns without adversely impacting PLA performance. Keep in mind Shopping campaigns and standard campaigns can run in tandem, ensuring the transition process can be executed successfully over time and according to retailers’ business needs.
How Do I Migrate?
There are five critical steps for transitioning to Google Shopping campaigns:
1. Prepare your feed for transition.
Review your product_type, adwords_labels, and adwords_grouping values. Products you plan to target as a group and bid on using product_type should have exactly the same value in the product_type attribute. Keep in mind that product types can only be subdivided five times.
For shopping campaigns, adwords_labels and adwords_grouping attributes aren’t supported. The new custom_label attribute can be used instead; however it’s limited to five labels per product.
2. Plan your transition process.
Take time to plan out your transition and consider restructuring your PLA strategy according to best practices and business needs. For advertisers managing a large number of product targets, a phased transition schedule is recommended.
3. Create a Google Shopping campaign.
For a single transition, create a Shopping campaign and subdivide product groups based on performance and business needs, then pause the old PLA campaign.
For a phased transition, create a Shopping campaign and systematically subdivide high volume and top performing products; pausing old PLA targets as new objects are created in your new Shopping campaign. If new groups don’t map directly to existing targets, you’ll need to have both PLA campaigns active, setting the new Shopping campaign priority setting to “high.”
4. Subdivide products within your new Shopping campaign.
Keep in mind that advertisers get performance data at all levels for all products, regardless of how product groups are organized. However, since product groups can only be subdivided five times, how these groups are organized becomes very important. It’s recommended that advertisers subdivide product groups first by product attributes that support more granular, subsequent subdivisions. For example, product_type > brand > id.
5. Analyze and optimize.
As with any transition and migration, be sure to monitor performance and ensure all of your products are receiving consistent coverage and driving similar outcomes. Review and familiarize yourself with the new CPC and CTR benchmark metrics as well as impression share. These will provide insight into the auction landscape and enable you to make smarter decisions when optimizing bids and product groups.
For additional guidance, please review Google’s recommended steps for transitioning to Shopping campaigns and work with your solution provider to establish an appropriate timeline.
What’s Marin’s Timeline for Support?
A beta program for Google Shopping campaigns will become available well in advance of the transition date. General availability for campaign management, streamlined reporting, URL Builder functionality, and integrated bid optimization is scheduled shortly after the conclusion of the beta. For more information on Marin’s Shopping campaigns beta, release schedule, and transition plan, please contact your customer engagement and customer success teams.
Google’s Product Listing Ads represent a highly effective channel for online retailers of all sizes, exposing new buyers to your products and driving purchases. Listing products on Google Shopping with rich product information such as price, image, color/size, SKU number and your brand name creates an engaging user experience that is difficult to get on other marketing channels available today.
I’ve managed PLAs in the past for online retailers and marketplaces and gained a lot of insight from my experience in building campaigns from scratch and analyzing performance data to make decisions. Here are five quick ways to optimize your PLA campaigns to ensure your spend yields positive returns and to get ahead of your competition.
1. Use search query and negative keywords to stop wasting spend. Since Google doesn’t allow you to specify keywords to target for PLAs, and because search results appear based on the information you have within your data feed, I recommend using negative keywords to add in some control. Negative keywords essentially tell Google what keywords you do not want products to show up for. This is useful because you don’t want to pay for clicks not relevant to your products.
For example, let’s say you’re online book retailer. Even if you’re trying to sell “The Hunger Games” book, Google will show your product ad to people searching for “Hunger games DVD.” Because you don’t sell the DVD and because the search isn’t relevant to the ad displaying, you will want to add “DVD” as a negative keyword.
To figure out what keywords you may want to exclude, you need to generate a search query report. In AdWords, do this by going to your Keywords tab within your PLA campaign. Then navigate DETAILS> SEARCH TERMS > ALL. This will populate the report you need in order to make your decision.
To kick it up a notch, use performance data with the search query report to evaluate which keywords are truly working or failing. Install the Google Conversion Tracking pixel on your conversion pages to see conversion data tied with the search queries generated from the report. This way, you can see what keywords are performing poorly and optimize for a better experience or pull the ad.
2. Regularly send a high quality data feed. It’s very important that you send Google the most updated feed with all fields populated. If you know the frequency of how fast your inventory will move or when price changes occur, it is best to submit in those feed changes immediately. This can vary, depending on whether you’re a small retailer with fixed pricing and few price specials, or a marketplace where pricing is controlled by individual sellers. It’s best to schedule the feed when your website and/or products get updated. Keep it fresh!
3. Ensure the product landing page matches up to the description in your data feed. You wouldn’t believe how many times I’ve encountered a bad data feed due to data processing errors, such as incorrect product information scrapped from the database or incorrect prices. It’s crucial to ensure that the product to landing page experience is flawless and what the customer expects to see. Even a slight price difference from the ad to the landing page – or worse, an out of stock item – may be a bad enough user experience to make users bounce away.
4. Test new product images. If you’re one of the online retailers that uses stock images for your products, then keep in mind that you’re not helping yourself stand out from the competition. If you’re looking for a boost in CTR and want to drive clicks away from your competitors, consider using your own product images.
For example, let’s say you’re an online retailer specializing in outdoor apparel with a product line of North Face jackets. Differentiate yourself by using your own models; humanize the products instead of showing the standard stock image that everyone else uses. If you’re a retailer that has hundreds to thousands of products, this may not be feasible so focus on your highest revenue potential products.
5. Identify products with the most clicks. Due to reporting limitations of PLAs, it’s difficult to pull a report that lists out products that have generated the most clicks. Given this, it’s important to make sure your own web analytics tools are set up to properly track and evaluate performance. Using your web analytics or third party tool, generate a report to get an understanding of which products are generating the most clicks. You will then be able to evaluate the performance, good and bad, and make a decision on how to optimize.
The rule of thumb for this exercise is to identify winners to bid higher. Or identify losers wasting spend to kill or improve. If the product ad performance is not as you expect, be sure to test out that experience to see why people are not converting as expected.
These five actionable items will ensure a great start to a healthy PLA campaign that will allow you to rise above your competitors. To learn more about Product Listing As, check out our latest whitepaper:
The State of Google Shopping: Mobile Shoppers & Record PLA Spend Drive Success for Retailers.
2013 marked the first full year of Google Shopping since the transition to a commercial model built on PLAs. With Google Shopping campaigns slated for release later this quarter, retailers must not only prepare for the upcoming changes to AdWords, but also familiarize themselves with shifting PLA trends in the new shopping landscape. To help advertisers remain competitive and win the battle for revenue online, Marin has released the 2014 annual research brief, examining the current state of Google Shopping. Analyzing year-over-year performance, with a focus on the holiday season and consumer engagement across devices, this reports provides a comprehensive breakdown of PLA performance in 2013 and insight into what retailers should expect in 2014.
Our research started by analyzing the meteoric increase in spend on PLAs throughout 2013, especially during the holiday season. Significant year-over-year increases directly linked to the rise in competition as more advertisers increased invest in PLAs, drove CPCs to historic levels. With advertisers continuing to allocate more budget towards PLAs and away from text ads, the search industry is undergoing a dramatic shift. The seemingly overnight success of PLAs and the emergence of hotel price ads (HPAs) foreshadow a search landscape where advertisers, whether in retail, automotive, or financial services, will have at their disposal richer and more engaging, industry-specific ad formats. These will undoubtedly emerge over the next two years.
The findings in this report not only impact advertisers across industries, but also how advertisers engage their customers across devices. During the holiday season, retailers witnessed shoppers favoring smartphone PLAs over its desktop and tablet counterparts. Not only were they cheaper, but smartphone PLAs also outperformed PLAs delivered on desktop and tablet devices from a CTR perspective. If 2013 was the year of mobile, or more accurately, enhanced campaigns, then 2014 is certainly the second year of mobile. Marin predicts that by December 2014, 40% of all PLA clicks will occur on smartphones. That’s a lot of clicks that retailers will need to provide a mobile optimized shopping experience for.
For more 2013 PLA trends, findings, and predictions, download our 2014 annual report, The State of Google Shopping: Mobile Shoppers & Record PLA Spend Drive Success for Retailers.
In October of 2012, Google successfully transitioned Google Product Search in the US to a commercial model built on Product Listing Ads (PLA). Though this enhanced shopping experience was faced with both criticism and praise when it was announced in May 2012, advertisers have seen PLA campaigns perform with a great deal of success. In fact, by the end of September 2012, over 100,000 retailers had inventory in Google’s new shopping model just in time for the holiday season.
One month ahead of the transition, the impression share of PLAs to standard text ads was 3.9% to 96% respectively. By the end of December, PLAs were receiving 60% more (6.1%) of the total impressions. This rapid growth in impressions share was not only due to more online retailers deploying PLA campaigns, but also the increase in product related searches during the holiday season.
However, the steady increase in click share from 2.1% in January 2012 to 6.6% (210% growth) in December indicates that shoppers are finding these PLAs, rather than standard text ads, to be more relevant to their search queries regardless of seasonality. The enhanced shopping experience and increase in relevancy is further supported by the gradual increase in click-through rate (CTR) from January 2012 through December. As seasonality became more of a factor in Q4, CTR for PLAs surpassed that of standard text ads in November and December.
This trend has far reaching implications as standard text ads cost more per click than PLAs during Q4 2012. For retailers, this means that PLAs are not only cheaper, but they perform far better than standard text ads during the busiest shopping season of the year. Of course, with the increase in PLA adoption by online marketers and increase in clicks by shoppers during the holiday season, the share of spend by PLA campaigns jumped from 0.36% in October to 2.5% (600% growth) in December. In fact, in Q4 alone many retailers allocated as much as 30% of their total spend on Google towards PLAs. This speaks volume to the incremental growth in spend on Google as a result of the Product Search transition. In 2013, online retailers will undoubtedly allocate additional budget towards PLAs, continuing to build on the momentum gained in 2012.
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