In August 2014, Google will be sunsetting its existing product listing ads (PLAs) format in favour of the newly released Google Shopping campaigns, requiring all advertisers to make the transition. After this date, Google will automatically upgrade all PLA campaigns to the new format, regardless of whether retailers have prepared for this switch. It’s therefore essential to understand the changes and work towards optimising your campaigns before August.
Google’s Shopping campaigns will improve on the current PLA model, offering retail-centric campaign management, advanced reporting down to the individual product ID level and competitive landscape data. As a result, retailers will get enhanced decision-making ability and control over their campaigns.
While Google’s evolution to Shopping campaigns will offer a better way to promote products, it will require you to rebuild your inventory feeds. Google is encouraging retailers to create new campaigns before the changes take effect, pause regular PLA campaigns and optimise inventory, data and labels for the new format. This will ensure all products continue to display as expected.
Together with Power Retail and Google, ChannelAdvisor will host a webinar on everything Australian retailers need to know about the latest updates and how to make the transition sans hiccoughs.
The webinar will cover:
- An overview of Google’s Shopping campaigns and their key benefits
- How to get started
- Details about the new data feed and advanced reporting options
- Transition tips
- A timeline for optimising Shopping campaigns
The webinar will be held on Thursday, June 19, at 2 p.m. AEST with Kate Conroy, product specialist at Google, and Sam Clarke, sales engineer at ChannelAdvisor.
Join us for this comprehensive guide to Google’s latest updates and find out how to stay ahead of your competition come August!
Register for the webinar today!
Blog post by Shani Flynn, ChannelAdvisor marketing copywriter, APAC