Google has announced that all retailers have until the end of 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.
Time to Unpause and Reflect
Can you feel that? It’s confidence. It’s you knowing how to identify and fix some of the most common issues retailers see with Shopping campaigns. You’re now ready to apply what you’ve learned to the rest of your campaign.
It’s finally time to unpause the remaining groups in your new campaign. The first step you should take is to adjust your new daily budgets to approximately 25% of the values of the former campaign. Both campaigns are now live and generating valuable metrics. You should keep the campaigns running side by side for about 7 to 14 days, or until you feel you have enough new data to compare against your old PLA campaign. It’s also important to make sure your daily budgets account for both campaign types during this period.
If you’re not content to just sit back and observe campaigns, the good news is that there’s always more tweaking that can be done.
Using Campaign Prioritization
While you were creating your product groups, you probably found instances where it made sense to create separate campaigns for products that fall into multiple categories like seasonality, best sellers, or special sales. If that’s the case, you could have products that are serving ads across more than one campaign. In other words, you could have multiple bid values assigned to a single product.
Google’s new Campaign Prioritization tool lets you control the campaign these products will be served from, regardless of the bid amounts you had assigned. Google priority levels include “Low,” “Medium” and “High,” with all new campaigns defaulting to the “Low” setting. A product included in a campaign set to “High” is guaranteed to serve from that campaign, versus one assigned a “Medium” or “Low” setting.
For instance, if you have a product group for “Anniversary Sale,” it might contain a product found in another campaign. You can adjust the campaign setting of the “Anniversary Sale” product group to “High” so that the product will enter the auction at the bid level assigned for “Anniversary Sale.”
Check back next week, when we’ll walk you through the final steps of the process before you pause your old PLA campaigns. We’ll also answer some of the questions we’ve received along the way. Until then, keep track of your progress with our Shape Up Your Shopping Campaigns Roadmap.
And as always, if you have questions, feel free to email us at email@example.com and we’ll do our best to incorporate the answers in future blog posts.