As we are a Digital Marketing Agency who offer Pay per Click Management Services, we were interested by the Google Shopping Campaigns and were wondering what effect they could impact e-commerce websites. Prior to the launch of Google Shopping Campaigns, e-commerce sites were encouraged to make use of google’s Product Listing Advertisements (PLA’s) to attract customers. What is the difference between PLA’s and brand new Shopping Campaigns?
In fact, both Google PLA’s as well as Google Shopping Campaigns display the items from the inventory of the advertiser according to the group of ads for products that is selected in AdWords. The advertiser sets up groups by choosing attributes of inventory from their inventory list. The data is sent to Google via an data feed. Google determines which products that they’ll use to create ads. But, the newly launched Shopping Campaigns does the ad group creation and attribute identification in a different manner.
Google Shopping Campaign doesn’t rely on AdWords labels for an obligation for data feeds instead focusing upon the usage of customized labels to identify the attributes. This allows the advertiser to have some flexibility however you’re limited to five labels for each shopping campaign, so make sure you choose the labels you want carefully.
Another major difference between the PLA as well as Google Shopping Campaign is in the way advertisers build their ads in AdWords. The shopping campaign functions in similarly to the PLA in that it divides parts of your inventory of products rather than expanding the entire inventory.
What are the advantages from the new Google Shopping Campaigns over the older PLA’s?
The first thing to note is that the way is the Google Shopping Campaign centre is designed implies that it will be as easy to look over in the same way as managing your inventory. The way it’s designed implies that advertisers will now have a better chance of bidding on certain products categories, sub-categories or categories. Another major modification is that advertisers can access all their inventory products inside AdWords this allows them for them to use and consequently, optimize.
Additionally, when you use Google Shopping Campaigns You can now determine your own preferences for your advertising campaigns If you own one item that can be used in two ads it is possible to tell Google which one you think is as the most important. This can be extremely useful in the case of large campaigns. This implies that if you bid lower for a particular product within your brand campaign will not be required to apply the same strategy to an individual category.
One of the major benefits that comes with Google Shopping Campaigns is that they provide advertisers with more sophisticated reports. It is now possible to view information based on categories and product type, brand and ID, to name several categories. The data is available regardless of whether you’ve organized your campaign in any way or not.
Searching for a Google Shopping management agency? Why not get in touch with the team at AdsRunner…
