Google Adds New Features to Improve Shopping Campaigns

As Thanksgiving is just a week away and Christmas is fast approaching, Google has released a number of new additions to help users boost their Shopping campaigns.

The new updates include an auction insights report, the ability to see search impression share, device and time segmentation, bid simulator columns, and a flattened view of product groups.

The auction insights report enables users to compare their Product Listing Ad (PLA) performance to other advertisers who are participating in the same auctions. For example, users can refer to impression share, overlap rate, and outranking share, to see how their peers are doing.

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Another feature, device and time segmentation, also allows users to gauge their peers’ campaign performance, and helps them refine their bid modifier strategy.

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Meanwhile, search impression share has been improved to be more aligned with text ads, according to Google. Now, users can learn which campaigns are limited by a low budget with Lost IS (budget) and which ones need further optimization with Lost IS (rank). Google notes that there may be a change in impression share between October and November, because now the company calculates search impression share at account level.

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In addition, bid simulator columns show users what their advertising results could’ve been if they had set different bids. Google suggests that users add these columns in the product groups tab, so that they can find product groups that’ll drive the most incremental clicks.

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Lastly, the flattened view of product groups allows users to sort product groups within an ad group based on performance data and easily identify which product to optimize. For example, users can sort by impression share, cost per click, or other metrics.

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What do you think of these new additions? Will they help boost your holiday campaign performance?

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