Google recently announced a handful of Shopping updates that should help advertisers better manage their campaigns during the hectic holiday season. The updates include additional metrics and reporting capabilities, as well as a new Diagnostics tab aimed at preventing costly feed suspensions. Here, we’ve rounded up everything you need to know about the release.
Auction Insights for Product Listing Ads
Google has introduced the following Shopping metrics at the Campaign and Ad Group level to help you see how you compare to the competition and so that you can ultimately incorporate this information into your bidding strategy.
Impression Share: The percent of impressions you received compared with the total number of impressions available.
Overlap Rate: How often a competitor’s ad received an impression when your ad also received an impression.
Outranking Share: The percentage of times that your ad ranked higher in the auction than a competitor’s ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.
Also included in this release is the ability to segment all three of these metrics by device type and time of day.
Improved Search Impression Share
Google has now aligned Impression Share for Shopping campaigns to the method used to determine Impression Share for AdWords PPC at the account level. Note that you may experience a normal one-time bump in impression share when comparing November data with October data.
New Bid Simulator Columns
You now have access to additional Bid Simulator metrics columns that you can add to your Product Groups tab. These new data sets can be used to identify which product groups will potentially drive the most incremental clicks.
Sorting Product Groups by Performance
You now have access to a new “flattened” view in the Product Groups tab that allows you to sort product groups based on performance data. This new layout helps you better identify which product groups are performing well and which ones need attention.
New Diagnostics Tab in Merchant Center
The new Google Diagnostics Tab, which replaces the Data Quality tab in Merchant Center, provides you with better consolidated issue reporting for your Merchant Center account, data feeds and items. This new diagnostic tool is intended to help you gain better insight into the health of your product data, making it easier to identify and address costly issues, which is especially important during the holidays.
If you have any questions about how these changes could affect your campaigns, or would like to learn more about what ChannelAdvisor can do for your digital marketing efforts, please feel free to email us at email@example.com or call 866-264-8594.