Google Shopping Updates for Black Friday (and Beyond)
Google announced several major updates to their Shopping program for online merchants and retailers last week in advance of Black Friday (and the entire holiday shopping season).
Let's take a closer look at what the additions and changes to the competitive landscape data - and the mobile shopping experience in general - means for today's online retailers.
Auction Insights Report: Compare PLA (product listing ad) performance - in terms of impression share, overlap rate and outranking share - to other advertisers participating in the same auction.
Search Impression Share: Advertisers can now analyze their "share of voice" and identify which campaigns are limited by a low budget and those which may simply need futher optimization. PLA impression share is changing from a campaign-level calculation to customer ID-level calculation, which better matches how impression share is calculated from traditional search campaigns.
Device & Time Segmentation: See if competitors received more impressions on specific devices (tablets, smartphones) and over a specific timeframe with the Auction Insights report.
Bid Simulator Columns: Now shows what campaign results could have been had advertisers set different bids. Retailers can even add estimated metrics from the Bid Simulator into their standard reports, allowing advertisers to make better use of the data and more often.
"Flattened" view of Product Groups: Presents an alternate way to analyze performance, allowing advertisers to sort product groups within an ad groups based on performance data. Sort by impression share, find product groups with the lowest impression share, and fine tune bids.
Google also introduced the new Diagnostics Tab in its Google Merchant Center last week, extended its Merchant Promotions feature to retailers outside the U.S., and even announced several modifications to the mobile shopping experience (expandable product cards which include product information, customer reviews, and a list of merchants that carry the item) including the ability to view images from multiple sources and explore products from any angle.