The Google Shopping Migration is coming! Lucky for you, we’ve compiled expert advice for making the transition as smooth as possible.
The Benefits of Google Shopping
Shopping campaigns allow you to easily browse and organize your product inventory directly within AdWords. There are several key benefits to shopping campaigns:
- Product Groups – The ability to get crafty with how you organize your inventory (by category, product type, brand, condition, item ID, and custom labels).
- Partition Hierarchy – The ability to have a product hierarchy in Google that resembles your catalog.
- Campaign priority – Prioritize one product over another. For example, you can ensure products that are part of a promotion get higher priority than the products not on sale.
- Access to competitive data – Impression share and Benchmark CTR data.
- Bidding – Every All Product target will now automatically exclude products you are directly targeting.
Setting Up a Killer Shopping Campaign: The Importance of Custom Labels
The Custom Labels attribute, the most talked-about addition to Google shopping campaigns, is similar to the current AdWords Labels and AdWords Grouping attributes in PLAs that are now going away. Custom labeling allows greater flexibility in integrating higher level strategies into your campaigns based on different attributes, like pricing, promo, categories, etc. You can use 5 custom columns to enable building this, so think carefully about your intended structure.
If you are unsure of the level of granularity you want for your structure, start with a higher level layout and build out from there. By starting with a higher level structure, you now have the ability to report at the individual product level. Let the data guide you toward new product groups and new levels of granularity.
Go! Get started by familiarizing yourself with your current product set – organization and all. The AMO product and bid optimization will be ready to support Google Shopping Campaigns in July. Begin to plan out your structure now and you should be ready to make the transition — and, of course, we’re always here to help along the way.