Last year, Google introduced several new features to improve Shopping campaigns during the busy holiday season. These included RLSA for PLAs/Local Inventory ads and other Product Group and bidding features to ease advertisers’ Q4 qualms. This year, managing Shopping campaigns in AdWords will be even simpler with integration between the Google Merchant Center and three leading ecommerce platforms: BigCommerce, PrestaShop, and Magento.
Google announced its partnership with these platforms on Monday, proclaiming that it will help advertisers “save time and extra work” by pulling product data directly into GMC and making it available for Google Shopping campaigns. This means that advertisers currently powering their ecomm site through any of the three platforms do not need to resubmit product images, titles, codes, or pricing information when adding Shopping campaigns in AdWords.
Furthermore, the recent integration allows for quicker updates when new products are added since information does not need to be copied manually into the Merchant Center. This will significantly reduce the time required for setup and management of Shopping campaigns, while simultaneously ensuring that PLAs reflect the most accurate data for each product offering.
With just over 5 weeks until Black Friday, this announcement comes in time for advertisers to implement or update their ecommerce Shopping campaigns before the winter holiday craze fully sets in. Are you ready? Are you excited about these partnerships? Share your insights and reactions with us on Twitter.
Cover image by SomeDriftwood