In response to the changing dynamic of the Search marketplace, tech giant and search dominator Google has finally rolled unleashed their Google Shopping Campaign model. The reason for the addition to Google’s suite of search tools is how well these product listing ads (PLAs) performed during the holiday seasons, when the technique was still in beta. The idea for their creation was to eventually make PLAs easier to understand for people and companies who use Adwords, as well as giving more advertising control to the product supplier.
What does this mean for the buyer? First and foremost: convenience and efficiency. You no longer need to interact fully with the data feed to obtain the most pertinent information about a product that interests you. For the seller, the same attributes hold true: the formerly cumbersome tasks of creating product groups, editing product information and details in bulk, and other product group manipulation issues are now solved.
More Advanced Tools
With the changes to the product listing hierarchy and structure caused by Google Shopping Campaigns, most merchants should expect their click-through rates to rise higher than what text ads provide. Employing whatever analytics platform you use, you should be able to monitor the difference, as well as use the new tools of Benchmark Click-Through Rate, Cost Per Click, Exclusions, Benchmark Max and many more product information metrics directly from within AdWords.
So far, there have been positive results reported by companies that have already composed new campaigns under Google Shopping Campaign platform. The head of pay-per-click at designer luxury boutique Farfetch has pointed out the cost-per-acquisition reductions of up to 20 percent and the entire process of creating their product groups was much smoother than previously.
Lastly, the future versions of Google Shopping Campaigns will even host a bid simulator; to simulate real-time bid expectations and help you better manage your product campaigns.