Google recently announced that, starting in August 2014, Shopping Campaigns will replace Product Listing Ads (PLA) campaigns. Shopping Campaigns are currently a new campaign type in AdWords, offering new features and tools to help you easily manage campaigns for PLAs at scale. So far, the new campaign type has received positive feedback from users.
First, DON’T PANIC. You have plenty of time to get familiarized with the new campaign type. If you’re already running a regular PLA campaign, you can choose to: 1) replace all of these campaigns with Shopping Campaigns right away, or 2) move over your campaigns one at a time.
Stand out Features and Changes of the new Shopping Campaigns:
- Browse and organize your inventory directly from AdWords. While product data is still maintained in your Merchant Center, you can now manage that data directly from AdWords. This valuable feature allows you to report on performance right down to the product-level.
- Product Groups. Now you can create product groups for items you want to bid on. Shopping Campaigns gives you options to group your items by product attributes like category, product type, brand, condition, item id, and custom labels so you can set bids for these groups that align with your advertising goals.
- Bid Simulator. Use this tool to estimate how bid updates may affect your click, cost, or impression performance.
- Shopping Campaign Options. You now have options for creating a campaign completely from scratch or you can choose to use one of your existing regular PLA campaigns.
At the end of the day, Product Listing Ads are still Product Listing Ads. When a user searches for your products or services, your PLAs will still appear in the same networks as before. What has changed is the managing approach as well as the optimization options of the campaigns with PLAs. The new Shopping Campaigns have been described as easy to manage and more effective than regular PLA campaigns.
Regular PLAs will be retired to advertisers by late August 2014. At that time, all regular PLA campaigns will be upgraded to the new Shopping Campaigns if advertisers have not already done so. Make sure to stay up to date with what’s happening with Google Shopping Campaigns and the newest features and tools being offered.
For more information on Google’s Shopping Campaigns, visit their Help Center.