Google Launches New PLA Campaign Type: Shopping Campaigns

    October 22, 2013
    Chris Crum

The entire Google Shopping experience is based on Google’s product listing ads (PLAs), and now Google has introduced a new campaign type for PLAs called “Shopping campaigns”.

Here’s a look:

“Shopping campaigns streamline how you manage and bid on your products, report on your performance, and find opportunities to grow your traffic from Google,” says Google VP of Product Management Sameer Samat.

With this campaign type, advertisers can browse their product inventory in AdWords and create product groups for bidding.

“For example, if you’re a fashion retailer, you’ll see what types of shoes are in your data feed and how many boots you can promote,” explains Samat. “You use the product attributes derived from your data feed such as Google product category, product type, brand, condition, item id and custom labels to organize your inventory into product groups. Custom labels are a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products.”

The Products tab will show a full list of all approved products and their attributes.

Shopping campaigns also include the ability to view performance data by product or product attribute. Performance metrics are associated with the item, and not the product group, so data can filtered and segmented by product attributes. It includes Google product category, product type, brand, condition, item id and custom labels.

Advertisers can add benchmark columns in the Product Groups tab to see the estimated average CTR and CPC for other advertisers with similar products. Impression share columns are on the way.

Shopping campaigns are only available to a limited number of advertisers for now, but they’ll be rolling out gradually in the U.S., and to the rest of the world by early 2014.

Google will also launch API support next year.