Shopping campaigns offer a simple and flexible way of organizing Google Merchant Center inventory within AdWords to customize campaign using retail-centric tools. The campaign can be easily optimized and helps in monitoring the performance of the campaign using powerful reporting and benchmarking tools.
Shopping campaign enables product listing ads to display in box of Google search, Google search partners website that displays links of products for sale and on Google shopping. Product listing ads have rich information like image, title, price, and business name. This is why it is highly beneficial for advertisers. To use shopping campaign, you need to link Google Merchant Center with AdWords account.
Let us find out the benefits of using Shopping campaigns for product listing ads.
- Retail centric campaign management – You can directly browse on your product inventory in AdWords to create groups for the products to bid on.
- Powerful Reporting – Marketer can easily find out the performance of each product with depth insight using different filtering methods.
- Competitive Data and Optimization – Marketer can use benchmarking tool to get a deep insight into the competitive landscape. Identify the growth opportunities with share data and Bid simulator tool. Check out how your competitors are performing in different keywords and adjust your bidding accordingly to succeed immediately.
How do Shopping Campaigns work?
Google Merchant centre data is highly useful in managing and creating shopping campaigns in AdWords. Getting all data product in AdWords, shopping campaign help you easily browse and organize product inventory to make a quick decision about the campaigns’ strategies without referring to associated merchant centre product data.
In Shopping campaign, you can select product group to bid on the preferred product. You can divide product group according to product type, brand, condition, content ID, and custom label easily in the campaign. The product within the product group will remain there. You can bid on the preferred product according to the business goal. You can use the product tab to view according to product inventory, product attributes, and which product has been assigned.
Monitoring and optimizing your shopping campaigns
After launching a shopping campaign, it is essential to monitor ads performance. If you want to get more insight about the product performance use shopping dimension view data and product attributes according to your preference.
Use benchmarking data to view product listing ads compare to ads for similar products. This information can be used to adjust bids or campaign setting and improves performance. Benchmark maximum cost per click enables you to compare bidding with competitors bidding on similar products. Another feature benchmark click-through rate enables you to see how ads are performing based on a number of clicks.
Impression share is an essential feature to identify more opportunities to get more impression and click. Impression share tells the number of impressions received by ad divided by the estimated number of impression eligible to receive. One can acquire more knowledge about impression share reading it.
The Bid simulator tool enables a marketer to estimate performance likely to deliver by ads. It allows estimating clicks, costs, and impressions on your ads that would have received for using different max. CPC. It helps to bid for a product group or subdivision of all product groups helping to apply new bid. The Bid simulator is present in “product groups” tab in the “Max CPC” column.
How to change shopping campaigns setting?
While creating a shopping campaign, a marketer should consider for these setting:
Campaign Type: The “shopping” campaign type appear in Google search network like Google search, Google search partners displaying the ads and Google shopping in selected countries. It allows a marketer to manage product inventory within AdWords and create customized product groups according to preference. The shopping campaign type has important reporting and optimizing tools to make most advertising efforts.
Network: Shopping campaign shows ads in Google search network and Google search partner by default. The Google search network includes google.com and google.com/shopping along with third-party displaying the link of ads. It helps the marketers to get more shoppers, increase visibility, and improve the traffic for a product. The marketer has an option to deselect “include search partner” if don’t want in the campaign.
Merchant identifier: Marketers can select the Google Merchant centre associated with the product being advertised in the campaign.
Country for sale: It is an important set of Merchant centre inventory to advertise product only in a selected country as it filter product according to target place.
Campaign priority: Marketer having multiple campaigns can prioritize the campaign according to preference. This option is used by the marketer to promote a particular more and increase sale in a specific period by combining with a higher priority in inventory filter. This allows easy management of bids on the product during the sale period.
The campaigns are usually set in low priority level by default. When the same product is included in more than one low priority option, the campaign with the higher bid will be eligible for ad auction. However, when you chose higher priority for a campaign, the priority level not the bid determines the eligibility of the campaign promoting a similar product in multiple campaigns.
If you set the campaign in higher priority sector, then the bid amount will be the decisive factor in showing the ads. The campaign will remain the same until you change campaign or change the priority setting.
Inventory filter: Shopping campaigns all product in Google Merchant centre product inventory by default. This optional tool helps you to limit advertising of product in shopping campaigns based on merchant centre product choosing a brand, category, and product type.
Shopping channel: Generally, the shopping campaign is set to sell the product online. But, if any marketer wants to sell product from a physical store can have a verified local product feed set up in Google Merchant centre. You have option “local” to sell a product in local store and “online” to sell in online media and even select both options (available in the US only).
Location: You can select the geographical location to show the ads in the campaign.
Networks: By default, the shopping campaigns show an ad in Google search network but, you can choose your product listing ad in Google search partner websites.
Bidding: Maximum cost-per-click bid is set in a campaign to indicate maximum amount that can be spent by a market in an ad. This will apply to first product group created in the campaign. This bid can be adjusted or changed after creating another product group.
Ad Scheduling: Ad scheduling is used to specify certain hours or days of the week to show product listing ads or to set start or end dates of a shopping campaign.