Google AdWords announced in a blog post yesterday, that it will be adjourning the regular Product Listing Ads (PLAs) campaigns and replacing it with Google Shopping Campaigns by the end of August 2014.
Google Shopping Campaigns was first rolled out to a group of select advertisers in 2013 and in February 2014 delivered to all the advertisers. Again in March, Google launched the AdWords API to help marketers manage the campaigns at scale.
Google received positive feedbacks during this beta period and advertisers appreciated how it helped to manage PLAs and effectively grow their business. An executive of the White Shark Media said to Google,
“Shopping campaigns effectively reduced the time spent setting up product-specific bids and optimizing in half. We can now invest even more time into each client, and the results we’ve seen have been no less than amazing. A client selling home accessories saw a 301% increase in revenue after only one month. As a result, we are now changing our agency standards within PLAs to only use Shopping campaigns.”
Based on the feedback of several such satisfied advertisers, Google has introduced a series of new features to the shopping campaigns:
- Bid Simulator: The Bid Simulator is now available in all shopping campaigns to give an estimate on how bid changes can impact impressions, clicks or costs.
- Options for Creating Shopping Campaigns: Google confirmed that it will soon be adding new options to help advertisers create a new shopping campaign from scratch or use their regular PLA campaigns to create similar product targets, negative keywords or promotional text.
- Multiple Ad Groups for Advanced Retailers: Advanced retailers can now create multiple ad groups within a shopping campaign.
Google confirmed in the blog post that over the next few months, it will be sharing more information and release more tools to help businesses bring their campaigns up to the code and manage them effectively. Advertisers have four months to migrate their Google Shopping ads, after which PLA campaigns will be automatically updated by Google. Google also recommends a few resources in the blog post that you can hinge on for additional information on shopping campaigns:
- Tutorial Videos to help you get started.
- AdWords Help Center for more detailed information on Shopping campaigns.
- Learn With Google Webinar (April 15) for upgrade tips.
- Learn With Google Webinar (May 15) for more advanced upgrade best practices.
- AdWords Ads Developer page for more AdWords API documentation.