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.
Browse By Category
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!
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
A 180 of Google Analytics 360
The enterprise version of Google Analytics offers several paid search perks including, advanced data integrity, integrations and reporting.
It's Not a Circus, it's an Excel Extravaganza!
We’re celebrating a week of Excel, an essential tool in any PPC marketer’s life. In these webinars, Hanapin experts will offer up tools and functions that can make your job easier and more efficient.