Google announced the launch of several new tools for DoubleClick Search Commerce Suite: Adaptive Shopping Campaigns, bid optimization for Shopping Campaigns, and Purchase detail reports.
Adaptive Shopping campaigns let you dynamically create and optimize your Shopping Campaign structure based on product performance. It includes integration with Google Merchant Center to monitor your feed and automatically subdivide existing product groups by product ID based on the conversion rates of the products in each group.
“We’ve found that 90% of the median advertiser’s cost comes from only 9.5% of its products,” Google says in a blog post. “However, advertisers often lump these high-spend products into bid groups with other, lower-converting products — leading to bid values that are not optimized, based on relative performance. Adaptive Shopping campaigns ensure your most popular SKUs get the right bid by creating product groups for each item earning high traffic.”
Bid optimization for Shopping campaigns was actually rolled out earlier this month. It lets you extend the algorithms from Google’s Performance Bidding Suite to your Shopping campaigns.
“We know bid optimization can make or break campaign results. Bidding strategies need to be flexible enough to meet your business objectives, while algorithms need to be fast enough to act quickly in a competitive landscape,” Google says.
The feature lets you define goals, target more efficiently, and set a mobile bid modifier to reach shoppers on the go.
Purchase detail reports are in beta. They let you better understand products consumers have purchased and the ads that drove said purchases.
More on all of the new stuff here.
Image via Google