Adwords Shopping Campaigns Makes PLAs a Breeze for Internet Retailers
Right in time for the holiday season, Google has up and introduced a new campaign type for product listing ads (PLAs) that should make it easier for merchants to connect with their consumers when promoting products on Google and obtain more insights into a specific product's performance.
The new Shopping campaign type allows retailers to browse their own product inventory within Adwords and create 'product groups' for the items they want to bid on. That's a welcome change for retailers, who up until today have had to use the Google Merchant Center to set up and manage their PLA campaigns.
Google is essentially enabling merchants to use product attributes from within their data feeds (product category, product type, condition, as well as custom labels) to organize - and of course advertise - their inventory into more manageable product groups.
Perhaps most interesting is that these Shopping campaigns enable retailers to view performance data by product or product attribute since metrics can be associated to individual items. Shopping campaigns will also offer up some competitive insights. Within the Product Groups tab (see below), Adwords advertisers can add benchmark columns to see the estimated average CTR and Max CPC for advertisers with similar products.
Google indicated that in the future they would be introducing impression share columns and a bid simulator. The new Shopping Campaigns are only being offered to a limited number of e-commerce advertisers but the feature should be available to all by early 2014.