Google Releases New Tools In Time For the Holiday Season
November 11, 2015
The holiday season is upon us and Google has some early gifts for retailers – new shopping campaign optimization features in AdWords. Despite Black Friday and Cyber Monday driving large amounts of traffic, Google says, “mobile will make every day a shopping day.” Retailers will need to be able to adjust budgets and campaigns quickly, so AdWords has released new tools that will help retailers analyze product sales and bids more efficiently and effectively.
The first focus of the new shopping features is product group optimization. There is now a “product groups” tab within shopping campaigns. The product groups tab allows retailers to group products into categories to see overall performance metrics for that category. The product groups tab view is available at the campaign or account level as seen below.
The second feature is called product group filtering. Product group filtering gives retailers the ability to adjust bids based on the success of an entire product group. This means retailers do not have to manually check individual product performance, which saves precious time during retail’s peak season.
The second focus for the new shopping campaign features is bidding. Google now has a mobile bid adjustment simulator. This tool shows retailers estimated traffic changes when increasing or decreasing bids at the campaign level. It also shows how many conversions retailers could have received with various bids.
The next bidding feature consists of performance columns specific to subdivisions of product groups. In Google’s example scenario, these columns could be used when a clothing retailer is looking at the subdivision “brand” for the product group “jackets.” A retailer could use the subdivision performance columns to analyze cost per conversion for each brand. With that insight, the retailer can then determine which brands require higher, separate bids.
What do you think of these new features? Do you think they’ll be effective in the ways that Google hopes?
Browse By Category
Faster, Easier Mobile Lead Generation with Social Lead Ads
Explore how lead ads work, what effects they can have on mobile conversion rates and next steps for rolling out campaigns across social channels.
What the State of PPC Report Reveals for 2018
This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin's President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Bing Ads Content Data To Be Deleted
Bing Ads is Deleting Content Data. What you should know and do before-hand.
What Will 2018 Hold for Social?
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
Why Brand Ad Campaigns Are Important
Explore reasons why you should consistently bid on your brand name and gain more real estate in search results for branded searches.