If you use Google Adwords to promote your marketplace sales, or those on your own website using Google Shopping, then the search engine has announced some enhancements to the service that should make your life easier. The new Google Shopping campaign the will be available across Google search engines, the Google Search Network, the Google Display Network, YouTube and Gmail.
You can read the full information of the new options available here. And as they say of the new options:
With just one feed, one campaign, and one remarketing tag, all you need to do is add your products into the new goal-optimized campaign type. You won’t need to manage separate Shopping and display remarketing campaigns anymore. No further campaign set-up, manual optimization or tedious account maintenance are needed. This new Shopping campaign type will automatically optimize your bids, identify the right audiences, and determine where your ads show to maximize your conversion value. We’ll do the heavy lifting so you’ll be able to focus on more strategic initiatives.
Google acknowledge it’s a challenge to manage adwords across all channels, products, technology, and data to reach customers. By tapping into the power of automation and machine learning Google maximise merchant conversion value. For example, if you’ve defined your conversion value to be “revenue,” a goal-optimised campaign type will automatically optimize across networks to maximise “revenue” based to your budget.
The standard Shopping campaigns options will continue to provide a more manual option but the new Shopping campaign type will offer merchants a fully-automated solution to drive sales and reach more customers.
Are you using Google Adwords and shopping to boost your sales and how is it going for you? Anecdotally we hear mixed messages from merchants about how they approach the problem of using Google to market products. It can be both time-consuming and difficult to get a campaign up and running successfully. These changes do look like they will make life easier.
