As a Digital Marketing Agency who offer Pay per Click Management Services, we were intrigued by the new Google Shopping Campaigns and wondered what impact they would have on e-commerce sites. Previous to the introduction of Google Shopping Campaigns, e-commerce sites were encouraged to use Google’s Product Listing Advertisements (PLA’s) to target their customers. So what the differences between PLA’s and the new Shopping Campaigns?
Well, both Google PLA’s and Google Shopping Campaigns display the products from the advertiser’s inventory based on the product ad group selected in AdWords. The advertiser creates these groups by choosing the inventory attributes from their complete list of inventory. This data is then sent to Google using a data feed, and Google then identifies the products they will use for ad groups. However, the new Shopping Campaigns does the ad group creation and product attribute identification differently.
Google Shopping Campaign doesn’t rely on the AdWords labels as a data feed requirement, instead focussing on the use of custom labels to mark attributes. This gives the advertiser a little bit more flexibility, although you are limited to five custom labels per shopping campaign, so choose your labels carefully.
The other key difference between PLA’s and Google Shopping Campaign is in the way that advertisers create their ads within AdWords. The shopping campaign works the opposite way from the PLA, in that it segments pieces of your product inventory rather than building out from it.
So, what are the benefits of the new Google Shopping Campaigns over the old PLA’s?
Firstly, the way that the Google Shopping Campaign centre is set up means that it should be as easy to review as it is to manage your own inventory. The way it is laid out means that advertisers should now find it easier to bid on specific products, categories or sub-categories. One other major change is that advertisers can now browse all their inventoried products within AdWords, which makes it easier to work with and, therefore, optimise.
Secondly, when using Google Shopping Campaigns, you can now set your own priorities for your ad campaigns, so if you have one product that could potentially appear in two ad campaigns, you can tell Google which campaign you consider the primary one. This is really helpful when you are running large campaigns, as it means that lower bids for a product in your brand campaign you will not have to do the same in your category campaign.
Finally, one major advantage of Google Shopping Campaigns is that they offer the advertiser much more advanced reporting capabilities. You can now look at data based on category, product type, brand and item ID to name but a few categories. And, this data is available irrespective of whether you have structured your campaign or not.
To find out more about Google Shopping Campaigns and the other Pay Per Click Management services that Zool offer, please contact us on 01625 238 770 or email us at [email protected]
Why Ecommerce Sites Should Use Google Shopping
Digital eCommerce / Aug 26, 2015
As a Digital Marketing Agency who offer Pay per Click Management Services, we were intrigued by the new Google Shopping Campaigns and wondered what impact they would have on e-commerce sites. Previous to the introduction of Google Shopping Campaigns, e-commerce sites were encouraged to use Google’s Product Listing Advertisements (PLA’s) to target their customers. So what the differences between PLA’s and the new Shopping Campaigns?
Well, both Google PLA’s and Google Shopping Campaigns display the products from the advertiser’s inventory based on the product ad group selected in AdWords. The advertiser creates these groups by choosing the inventory attributes from their complete list of inventory. This data is then sent to Google using a data feed, and Google then identifies the products they will use for ad groups. However, the new Shopping Campaigns does the ad group creation and product attribute identification differently.
Google Shopping Campaign doesn’t rely on the AdWords labels as a data feed requirement, instead focussing on the use of custom labels to mark attributes. This gives the advertiser a little bit more flexibility, although you are limited to five custom labels per shopping campaign, so choose your labels carefully.
The other key difference between PLA’s and Google Shopping Campaign is in the way that advertisers create their ads within AdWords. The shopping campaign works the opposite way from the PLA, in that it segments pieces of your product inventory rather than building out from it.
So, what are the benefits of the new Google Shopping Campaigns over the old PLA’s?
Firstly, the way that the Google Shopping Campaign centre is set up means that it should be as easy to review as it is to manage your own inventory. The way it is laid out means that advertisers should now find it easier to bid on specific products, categories or sub-categories. One other major change is that advertisers can now browse all their inventoried products within AdWords, which makes it easier to work with and, therefore, optimise.
Secondly, when using Google Shopping Campaigns, you can now set your own priorities for your ad campaigns, so if you have one product that could potentially appear in two ad campaigns, you can tell Google which campaign you consider the primary one. This is really helpful when you are running large campaigns, as it means that lower bids for a product in your brand campaign you will not have to do the same in your category campaign.
Finally, one major advantage of Google Shopping Campaigns is that they offer the advertiser much more advanced reporting capabilities. You can now look at data based on category, product type, brand and item ID to name but a few categories. And, this data is available irrespective of whether you have structured your campaign or not.
To find out more about Google Shopping Campaigns and the other Pay Per Click Management services that Zool offer, please contact us on 01625 238 770 or email us at [email protected]
