Why Manual Bidding Will Slowly Ride Into The Sunset
With the recent changes in AdWords, it may be time to let manual bidding go and embrace automated bidding.
Google just announced that PLAs will begin showing on mobile devices globally. If you upgrade to enhanced campaigns, your products will automatically be eligible to display for Smartphones.
Keep in mind that since smartphones by nature have less ad space than desktop, your product ad text will likely be truncated. It will be increasingly important to prioritize the attributes in your feed title. Most feeds have very merchandise heavy language. i.e. Canon – EOS 60D 18.0-Megapixel DSLR Camera with 18-135m.
We recommend changing the merchandise heavy language to more consumer centric language. See below for example of what consumers would see and what we would recommend:
Below is a screenshot of how the experience will look on mobile devices:
The expected impact of Enhanced Campaigns on PLAs are listed below:
There will be certain Enhanced Campaigns features that are available to both Text Ads and Product Listing Ads:
A few of the features on text ads will not be available for product ads as well:
To take advantage of some of the bidding capabilities you will have, make sure to set appropriate bid adjustments for device type, geo-location, and time of day. This will increase the probability of your ads showing for your highest performing target markets.
Google recommends merging your desktop and mobile PLA campaigns into one campaign to create simplicity in management when upgrading to enhanced campaigns.
There will be a lot more impact on PLAs from the Enhanced Campaigns upgrade so we’ll be sure to keep you posted on how you can best take advantage of these features.
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