The New Google Shopping

This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “The New Google Shopping.” The following is the transcribed Streamcap from the live chat:

Q1: What has been your strategy for migrating legacy Google Shopping campaigns over to the new version?

  • I’m not migrating old campaigns, just using shopping for new campaigns. – Heather Cooan (@HeatherCooan)
  • Wait until they improve the new version and give back features they took away. – Jeremy Brown (@JBGuru)
  • I’ve migrated campaigns over that weren’t performing in an attempt to boost performance…have seen slightly better results. – Matt Umbro
  • There’s no way I’m going to go through the grief of setting up sku level campaigns in the current version. – Heather Cooan
    • Do you setup through Editor? – Matt Umbro
      • Yeah, they seem to. I use them for the catch all campaigns instead of having to keep track of tiered bids. – Heather Cooan

Q2: What do you believe is the top feature of the new Shopping campaigns? Why?

  • Impression share metrics. Insight into how much more volume is available. – Jeremy Brown
  • I do like the SKU level reporting…handy for campaign improvements. – Matt Umbro
  • Sku level reporting on products tab and the campaign level priority settings. – Heather Cooan
  • Looking to see how to best structure the campaign . SKU level seems a lot of work, but if it pays off then it will be worth it. – Steve Racicot (@sjrconsulting)
  • Visualization of ad groups and seeing what products fall into which target. Now if only there were a better way to manage bids. – Cathy Nguyen (@skipcattt)
  • Impression share all the way. – Jason Lehmbeck (@jasonlehmbeck)
  • For better or worse, I appreciate that Google is trying to give us some more data from behind the curtain. – Matt Umbro
  • Impression Share is cool. But they stole granular negatives. – Andrew Bethel (@AndrewPPC)
  • Love that reporting & statistics are independent of structure. Can change product groups and have all the data available. – Martin Roettgerding (@bloomarty)

Q3: What do you believe is the worst feature of the new Shopping campaigns? Why?

  • Removal of Granular Negatives. Should I break all of my ad groups into campaigns? No thanks. – Andrew Bethel
    • Agreed. Seems foolish to me that this feature was taken away, but it is Google. – Matt Umbro
  • Hands down taking away our ad group negatives. – Kirk Williams (@KECreate)
  • Lack of granular negatives – and ads! We used ads like “x% cheaper than recommended price” – can’t do that anymore. – Martin Roettgerding
    • Yeah, we used to do quite a bit with promo copy here too. This is another bummer. – Heather Cooan
      • Ad params for shopping campaigns would solve at least part of that. (if that was possible, not implying it was) – Martin Roettgerding
  • #1 How little extra control they gave. Merchant Center is still terrible. And why not combine with keywords? #2 – Search query data is only available at the campaign level. Not the auto-target. Say hello to 1,000 campaigns?- Jeremy Brown
  • I’m also not a huge fan of not having ad groups – I know there are product groups, but ad groups are easier to maintain. – Matt Umbro
  • No control via scripts and API is a big problem, too. Shopping campaigns won’t show up in our automated reports, I expect. – Martin Roettgerding
  • Anyone else think search queries at just the campaign level is a big negative? – Jeremy Brown
    • Yes! – Matt Umbro
    • Yep – no way to create SKU level product groups in bulk (at least if you have more than 1k). – Martin Roettgerding
  • So far I’ve discovered there is no Promo Ad Text & no Ad Group -KWs for Google Shopping Campaigns! I’m sticking with our PLAs & Google REALLY need to sort out Merchant Center’s dreadful interface & speed oh & Client Management Access (non-existent). – Andrew Baker (@AndrewBaker72)
  • I just want merchant center to update more frequently on data quality issues. – Andrew Bethel
  • I don’t like how many of the new Shopping campaign features aren’t available in Editor yet! – Matt Umbro
  • Definitely. I’ve repeatedly complained about them rolling features out of beta that aren’t in the API. – Jeremy Brown

Q4: What are your thoughts with the new Shopping campaigns not having ad groups, but rather “product groups”?

  • There’s one ad group, which is kind of weird. – Martin Roettgerding
    • Agreed. Both aesthetically and tactically wise I don’t like “product groups." – Matt Umbro
  • Those would be fine if we still had the same control and transparency as ad groups. – Jeremy Brown
  • I would love to be able to slice the target at the campaign level like in shopping AND at the ad group level like in traditional. – Heather Cooan
  • Product groups don’t replace Ad groups. They are very different things that both end in “group”. – Martin Roettgerding
  • Another fun ‘feature’: Adwords labels and groupings are going away so you will have to set up new ones in the feed. – Jeremy Brown
  • One good thing: With Shopping campaigns people won’t think there’s low search volume with SKU targeting. – Martin Roettgerding
    • We previously saw grouping get more volume than SKUs. Maybe Google has fixed with new Shopping campaigns. – Jeremy Brown

Q5: Have you used the new custom labels available to advertisers? If so, how have they performed?

  • They aren’t new, just relabeled to get some stuff for IT to do. I wouldn’t expect any performance changes. – Martin Roettgerding
  • You can do some interesting things with those labels…things like % discounts from sale price can make for some cool groupings. – Dave Schwartz (@davesch7)
  • Have’t used much. Similar function, but fewer of them. Only seems to be 5. – Jeremy Brown.
    • Higher bids, more SKUs in the group, coincidence? There’s no reason a group of 10 SKUs would get more than the single SKUs. – Martin Roettgerding
      • Nope. We’ve looked at a number of head-to-head tests. More data for Adwords to go off of if grouped. – Andrew Baker
  • Not yet (only launched yesterday) however we use AdWords Grouping & Labels so will look how we can optimise these new labels and we have used those labels to push ‘Margins’, ‘Discounts’, ‘Promos’, ‘CPA Targets’, etc with products from the Product feed. – Andrew Baker
    • Yes, you can ad promo text at adgroup level, but there’s only one adgroup per campaign. – Martin Roettgerding

Q6: Early on, how have your results been with the new Google Shopping campaigns?

  • In limited testing, performance is similar. However, lack of control will cause problems for certain clients. – Jeremy Brown
  • I have seen a spike in setting up All Products Google Shopping campaign, but segmented has seen lot of clicks & few conversions. – Matt Umbro
  • Working well for a client that can’t use sku level structure at the moment. – Heather Cooan
  • Germany got them last week, so not much data yet, but so far I like what I see. – Martin Roettgerding
    • Same with the uk. Early signs are good but hoping that it doesn’t tank in volume after a week. – Sarah Conway (@dothesethings)
  • We’ve just got them, so we’ll be testing for a number of our eCommerce clients”¦ We’ll analyse performance after 4 weeks or so. – Andrew Baker
  • I like my current PLA Campaign… will give GSC sometime to shake out before completely moving over. – Steve Racicot

Q7: Do you believe Google will eventually create a stand alone platform for PPC Shopping management outside of AdWords?

  • If they do it will be the AdWords Expess of Comparison Shopping. – Andrew Bethel
  • No. They’ve worked hard to include everything else in AdWords and make it the advertising command center. But maybe they’ll get rid of merchant center. – Martin Roettgerding
    • Agree. if anything, I see Merchant Center getting retired into AdWords. – Elizabeth Marsten (@ebkendo)
  • No. Adwords is their main ad platform. However, they need to improve MC and these new Shopping campaigns. – Jeremy Brown
  • I don’t think they will. AdWords is all encompassing. – Heather Cooan
  • I don’t believe so. What is interesting is to see Merchant Ctr and Editor languish while focus is put on AdWords UI. – Ginny Marvin (@GinnyMarvin)
  • Yes, hopefully very soon, a well overdue update for GMC & product feed reporting / analysis. – Andrew Baker
    • I don’t think product feed optimization does much beyond compying with specifications and getting everything up. – Martin Roettgerding


More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Andrew Baker (@AndrewBaker72)
• Andrew Bethel (@AndrewPPC)
• Cathy Nguyen (@skipcattt)
• Dave Schwartz (@davesch7)
• Elizabeth Marsten (@ebkendo)
• Ginny Marvin (@GinnyMarvin)
• Heather Cooan (@HeatherCooan)
• Jason Lehmbeck (@jasonlehmbeck)
• Jeremy Brown (@JBGuru)
• Kirk Williams (@KECreate)
• Martin Roettgerding (@bloomarty)
• Sarah Conway (@dothesethings)
• Steve Racicot (@sjrconsulting)

The New Streamcaps….except they’re not new at all

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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7 Responses to The New Google Shopping

  1. […] The New Google Shopping, PPCChat Streamcap […]

  2. Mike Peters says:

    Seems like my experiences with the Shopping campaigns seem to match up with what most are seeing. Bit of a difficult set up for marginal returns. I’m not going to be migrating my PLAs to Shopping campaigns until some more improvements are made on Google’s end.

  3. Jess says:

    Same sentiments. What happened to labels?! Not adwords_labels, but the exciting colorful little labels that we were applying to everything for report segmentation.

    What about how simple it is to delete your entire Shopping structure with the click of 1 button? It happened to us. The suggestion: Screenshot your Shopping account structure after you create it. Thanks G.

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