The transition to Google Shopping Campaigns is right around the corner! Join us for a three-part video series where we'll discuss the main differences between Shopping Campaigns and the old PLA structure, recommend how best to structure your campaigns, and then we'll wrap up the series by reporting back on results after the full transition is completed. In part one, Senior Paid Search Analyst Sarah Carpenter takes us through four major enhancements that Google Shopping Campaigns provide. Make sure to take advantage of these features to better optimize your PLA programs!
- Andy Taylor's blog post: What Google Shopping Campaign Priority Settings Really Mean
Sarah Carpenter: Hi, my name is Sarah Carpenter, and I'm a Senior Paid Search Analyst here at RKG. Today, I'm going to be covering part one of a three-part series on the new Google Shopping Campaigns, and we're going to be discussing the main differences between the old legacy PLA campaigns and the new Google Shopping Campaigns.
So, one of the things we're especially excited about is additional reporting granularity that is now available in the Google AdWords user interface. So, what you can do, if you go into a shopping campaign and go to the dimensions tab, is you can now look at reporting by product type, item ID, brand, and Google product category. This is really great because you can look at this type of reporting before you even break out product groups based upon these values. So, say you have a category-level product group and you want to break out by item ID, you can see the performance for a specific item within that group before doing so. So this helps you save time in the form of not creating unnecessary product groups, and then if you do break out more granularly you have a little bit of an idea of how it's going to perform once that happens.
Another feature that's really great for breaking out product groups is data now lives at the ID level. Before, in legacy shopping campaigns, the data lived at the auto-target level, and if you wanted to break out further at the ID level you could do that, but Google would have to start from scratch with history on the product and then have to relearn everything. So, that could really, really throttle traffic, it could make it hard to build up performance again, and it was not a seamless transition to that type of product group. So, within shopping campaigns, with the data living at the ID level, we can now break things out and the data moves across product groups with the product. So, it's a lot more seamless transition, and it makes it easier to get granular when you want to.
Another brand new addition to Google Shopping Campaigns is campaign priorities. Campaign priorities can be set at low, medium or high levels, and they designate a priority for a bid. So, the way this works is that if you have a product that falls into multiple campaigns and different product groups, Google will honor the bid of the campaign with the highest priority. For example, if you have jackets in one campaign and then jackets on sale in another campaign, and since it's on sale you know there will be a higher conversion rate, so you have a higher bid, if it's in the higher priority campaign you can make sure that bid shows. This can also work in the opposite direction. If you want to bid a certain product group lower and make sure there's a lower bid, you can do that by putting the lower bid in a higher priority campaign. So, this is really great for helping filter traffic and make sure that you're appropriately valuing your product group and products when they're eligible to serve for multiple campaigns. If you want to learn more about campaign priorities, Andy Taylor has a great post on the RKG blog that you can check out.
So, the final change with Google Shopping campaigns is the columns and the feeds that you can use to build your product groups. We now have the ability to build product groups based on Google product category and product type, whereas we couldn't do that before. In addition to this, Google has given us five custom label values that we can use to call out specific things that we want to use to build our product groups. So, we think this is really great and we're excited to use these to call out specific performance differentiators that we want to use to help structure our campaigns. So, whether it be free shipping or another promotion, if something is one sale, or if you want to call out bad things so you can group poorer performing products together and then bid them down, custom labels allow you to dynamically do that.
So, that covers the main differences between the old PLA legacy campaigns and the new Google Shopping Campaigns. Be on the lookout for part two of our video blog series where we cover how to best structure your Google Shopping Campaign. Thanks for tuning in today.