Goodbye Google AdWords PLAs, Hello Shopping

August 25th, 2014 by Steve Butler

BLOG-byePLAsIf you haven’t already heard, Google Product Listing Ad campaigns are being retired in late August and are being replaced by Google Shopping campaigns. Advertisers will be required to do some PPC management in order to transition to the new platform. Google Shopping offers a variety of new features that improve upon the performance of the old PLAs.

Before you transition your current PLA campaigns to Google Shopping, you’ll want to optimize your data feed. Use the attribute values in your feed to create product groups within your campaign. When reviewing your data feed, consider the best way to subdivide your products into product groups using any attributes you choose (category, product type, brand, item ID, custom labels, etc.). You can make these subcategories as granular as you like. Any ungrouped products will remain in an “Everything Else” product group. You can then use the Products tab to view your inventory, filter by attribute, and place bids.

How Google Shopping Campaigns are Different from PLAs

  • Ability to see your product inventory, group your products, and set your bids directly through AdWords.
  • Enhanced reporting capabilities allow you to see how a particular product or group of products is performing, down to any level of granularity rather than just at ad group level.
  • Access to competitive benchmark data that you can use to optimize your campaign and adjust bids to remain competitive.
  • Ability to organize your campaigns by Product Groups rather than Product Targets. Now that you can see your inventory directly through AdWords, organizing into Product Groups is much more seamless. Then you can bid on each product group according to your particular goals.
  • Custom Labels rather than “adwords labels” or “adwords grouping” allow you to group products that are on sale, are seasonal, or have other attributes (high price, high margin) that you want to easily monitor and report on.
  • Inventory Filters (vs. Product Filters) allow you to limit your advertising on certain products based on certain attributes you identify.
  • Optional Campaign Priority setting allows you to prioritize which campaign will be used when you advertise the same products across multiple campaigns.

Once your Google Shopping campaigns are up and running, you can easily monitor and optimize them. You can view ad performance in the Products Groups tab, and further optimize your campaign based on benchmark data to see how your ads compare to those for similar products, Impression Share (IS) data to identify opportunities for more impressions and clicks, and using the Bid Simulator tool to help estimate the bid that is most likely to provide the desired level of performance.

Boost Conversions With Google AdWords Dynamic Search

August 11th, 2014 by Cary Goldstein

BLOG-boostConversionsWhen exploring AdWords management opportunities, Dynamic Search can be an effective supplement to conventional keyword targeted campaigns, especially in a business where you routinely have new product listings or items temporarily changing in availability. In this type of environment, along with the fact that search behavior can be a moving target (on average 15% of search queries each day have never been seen before by Google’s Search Engine), even well managed AdWords campaigns containing thousands of keywords can miss potentially relevant searches, experience delays in creating ads for new items, and become temporarily out of sync with the full range of products available on your website at any point in time.

Dynamic Search Ads are a great way to target relevant searches with dynamic ads generated directly from your website content. A well-structured Dynamic Search campaign can effectively complement your existing keyword targeted ads to achieve broader coverage across all of your products and generate incremental sales.

How Dynamic Search Works:
Google maintains an active index of your products using their web crawling technology. Whenever a relevant search occurs that is not already covered by a conventional keyword-targeted campaign, Google dynamically generates an ad with the headline based on the specific search query and brings traffic to the most relevant landing page identified through their product indexing. This allows for more comprehensive exposure on your product inventory without disrupting your existing keyword campaigns.
 Dynamic Search Image

Set Your Coverage Target:
You can choose to target your whole website, specific categories of products, or even pages containing certain strings within your URL. Traditional keyword negatives can be used to help refine your targeting and prevent coverage on specific products or categories that you may not want to advertise.

Expand Your Reach and Conversion Results:
Dynamic Search Ads can generate incremental sales by promoting your products on a broader range of search queries than you’re currently covering today. Even well managed AdWords campaigns containing thousands of keywords still have the potential to miss some relevant searches, so expand your reach with Dynamic Search to help ensure the most comprehensive level of product coverage and bring shoppers to the landing pages that deliver exactly what they searched for where they are more likely to convert.

Google AdWords Dynamic Remarketing

July 29th, 2014 by Krystal Kukuk

Dynamic RemarketingDo you love your current Google AdWords remarketing campaign, but are looking for a new way to grab consumers’ attention? Now with dynamic remarketing ads and proper PPC management you can deliver tailored ads to each consumer who has visited your site. Ads can show a variety of different products that are in your merchant feed based on the actions consumers took when visiting your site.

So how will Google decide which of your products to show? The type of products your ad shows will be based on one of four remarketing lists. You can pick and choose which of these lists you would like to advertise to:

  • General visitors to your site will be shown the most popular products on your site.
  • People who viewed specific products will be shown the products that they viewed in addition to recommended products.
  • People who abandoned the shopping cart will be shown the items they added to cart. They will also be shown recommended products and other items they viewed.
  • Purchasers will be shown your most popular products and items that generally get purchased together.

You can read more about how Google determines what products to show in your dynamic ads here.

There are a wide variety of ad layouts that you can choose from or just enter your logo and let Google choose your layouts. Below is an example of a Dynamic Display ad:

Google Dynamic Shopping Ad

There a few things you’ll need to do before you can create your campaign (while they can be time-consuming to setup, the good thing is you shouldn’t have to go through these steps again). You’ll first need to create a Google Merchant feed following a specific format and including things like price, title, description, image URLs and some other attributes. Next you will add a dynamic remarketing tag to each page of the website, which ties the webpage back to specific page type, category or product in your feed. Once those steps are completed, you’ll create your campaign and ads.