Google has announced that all retailers have until late August to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer. Join us here each week for our ongoing Shape Up Your Shopping Campaigns series, as we count down to August and help you prepare for the switch. Be sure to email us at firstname.lastname@example.org with any questions you have along the way.
So six weeks into the transition prep — how’s it going? All done shaping up? Or maybe you’re just getting started? At the halfway point in our ten-week journey, it’s a good time to stop and review what you’ve done over the past five weeks. Before going further, make sure you’re on the right track for the healthiest Shopping campaigns possible.
The checklist below recaps all the important steps so far. How are you shaping up?
Week 1: Educate Yourself
Learn all you can about Google’s Shopping campaigns with our bundle of resources below.
Watch the recorded webinar with Google that explains the transition in depth
Follow up by reading the webinar recap
Check out the first blog post in this Shopping campaigns series
Week 2: Organize Feed
The first step in preparing your existing PLAs for the makeover is to ensure that all information under your category headings is complete and accurate. Focusing on the organisation of your feed will help you make the most of your new campaigns.
Week 3: Develop Campaign Structure
A healthy foundation is key for future success. Fill in any missing information and set the stage for upcoming successful campaigns.
Week 4: Build Campaigns with the Product Group Generator
Now that you’re organised and have mapped out your structure, build your campaigns with the ChannelAdvisor Product Group Generator — which, in an internal test, structured a campaign 37 times faster than building it manually.
Week 5: Begin Testing
To know what’s working and what’s not, allow time to compare the performance of your old campaigns to your new Shopping campaigns. Carving out time to test is vital for your campaigns’ long-term health.