Google launched a new upgrade option for Shopping Campaigns, its new type of Product Listing Ads. This one lets you base a Shopping campaign on a regular PLA campaign.
Regular PLA campaigns will go away in August, so advertisers are going to have to upgrade one way or another. The other option is to start from scratch by creating a new ad group.
Shopping Campaigns became available worldwide in February after their initial launch in October. Here’s an overview of new features and benefits of Shopping Campaigns:
You won’t be able to transfer product targets that use AdWords labels or groupings, and if you’re unable to transfer any of your PLA campaigns, you probably won’t even see the option to transfer.
Google recommends the starting from scratch option anyway, and customize your product groups and bids from there.
“That way, you can choose how granular you’d like to get and ensure all your inventory is included in your Shopping campaign,” says Google Shopping Director of Product Management Eric Tholomé.
“With Shopping campaigns, you no longer need to create separate ad groups or product targets to track your impressions, clicks and cost,” he says. “You can analyze and report on your PLA performance by product attribute or by individual items in the Dimensions tab, regardless of your campaign structure.”
If you don’t upgrade to Shopping Campaigns by late August, all PLA campaigns will be automatically upgraded. Google says it will be sharing more info and tools to help advertisers upgrade before that.
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