Google announced that the AdWords API is now available for all Shopping Campaigns to help you create and manage them at scale.
The company says it is currently working with external agencies and search management platforms to add Shopping Campaign support.
Google first announced Shopping Campaigns, a new PLA campaign type, last fall. Last month, they opened up the format for everybody.
“Shopping campaigns offer a streamlined, retail-centric advertising experience with robust reporting and insightful competitive metrics like benchmark data and impression share,” says Eric Tholomé, Director of Product Management for Google Shopping, in a blog post.
They enable advertisers to 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,” explained Google VP of Product Management Sameer 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.”