Surprise, surprise, Google has given us a new tool to play with: the new shopping Campaigns, which I’m sure all you AdWords advertisers out there have heard of.
Come the end of August, Google will have changed over to the shopping campaigns and the PLA Campaigns will be coming to an end. PLA campaigns will automatically change over if you do not change over yourself.
The new shopping campaigns have not changed anything in terms of the products showing on the search engine. The big change is in the user interface, where they have made our lives easier in terms of managing the campaign. You are now able to have all your products in one big campaign rather than have them split out into many different campaigns.
From February 2014 we have been able to create and manage your Shopping campaigns at scale with the AdWords API.
I wanted to highlight some of the changes that have been brought about with the new shopping campaigns.
Custom labels are a feature that has been introduced with the new shopping campaigns. Google provide us with five custom labels from 0-4. Custom labels are here to help us group products together. As we are limited to only 5 it would be advised to use them wisely. What I would suggest and have seen success with is to group your top selling products or group by price – you can then bid up and down according to your groups you have picked. You can bid higher on your high ticket items and lower on your not so high ticket items.
To get custom labels working you need to add an extra column to your feed and put in custom labels and group products as you wish.
Bid simulator is another feature that Google has introduced to the new shopping campaigns. You are now able to see how bid changes can have an influence on your results.
We will now also be able to see some new stats with these shopping campaigns. We can see what the benchmark CPC and CTR should be and make judgement calls based on what they’re telling us. These are compared to competitors’ data and you can use the data to optimise the campaigns, though you can’t see stats for individual item IDs.
If you are unsure about using shopping campaigns, I would suggest creating just one and have your PLA campaigns running with a shared budget for both – when you start to see results in the shopping campaign, stop the PLA for what should be a smooth changeover without too much rocking of the proverbial boat.
If you are ready to go ahead with the new shopping campaigns, click the link below to find out how to get started:
Written by Akash Raval