Google has announced that all retailers have until late August to transition their current Product Listing Ad (PLA) campaigns to the recently released Shopping campaigns format. After the transition date, Google will automatically force all remaining PLA campaigns into the new format without optimization or input from the retailer. Join us here each week for our ongoing Shape Up Your Shopping Campaigns series, as we count down to August and help you prepare for the switch. Get caught up with Part 1, Part 2 and Part 3 of the series and be sure to email us at email@example.com with any questions you have along the way.
Now that you’ve shaped up your data feed and successfully mapped out your product group structure, it’s finally time to build your campaign. Nervous? Don’t be. This is actually the easy part. In fact, you have quite an advantage over all those other retailers attempting this process manually. You’ve got ChannelAdvisor’s Product Group Generator. In an internal test, the Product Group Generator built an entire campaign 37 times faster than it took to do the same job manually. So the only thing you should be stressing about is deciding what you’re going to be doing with all that free time.
First things first: Before you begin using the Product Group Generator, take a minute to set up the new campaign on your Campaign page in AdWords. As with all new campaigns, you’ll simply choose the type of campaign (Shopping campaigns) and enter other basic information, such as country of sale and your budget. Now you’re ready to get started.
Part 3 of the Shape Up Your Shopping Campaigns series provided some tips to consider when developing your campaign structure. And if you’re currently running a Google PLA campaign, you’ll be happy to know that you can simply replicate the existing product attribute structure in the new campaign structure. For instance, if you had success with organizing your campaign by Brand and Product Type, then those will be the first two levels within your new Shopping campaign. You can then proceed with more granularity, including additional levels of product attributes and custom labels.
When you first open the Product Group Generator’s template, you’ll immediately notice that everything you need to build your entire campaign is located on a single screen.
After you choose your campaign from the drop-down menu, you can begin assigning a global order to your segment levels. The first level is considered your Ad Group level. You’ll notice that all of your feed attribute labels are available in the drop-down menu.
Once you choose the appropriate attribute, you’ll be ready to assign a default bid. If you don’t have comparable bid information from the existing campaign, we recommend erring on the higher side. You can always scale it back once you have some metrics to guide you. This approach can be used for each level of bidding. And since the Product Group Generator will assign every product in your feed to a product group, you can leave the Everything Else bid at $0.01.
Next, you’ll assign an attribute to the second-level segment and assign a bid. It’s important to remember that as your campaign becomes more granular, each level of bidding overrides the bid of the previous level. You can repeat this step of assigning attributes and bid amounts for as many as five levels of segmentation — but most campaigns won’t require that level of detail.
Finally, hit Save and you’re done. It’s that easy. Seriously.
Check back next week as we review the steps involved in testing your new campaign. As you transition, keep track of your progress with our Shape Up Your Shopping Campaigns Roadmap.
And as always, if you have questions along the way, feel free to email us at firstname.lastname@example.org and we’ll do our best to incorporate the answers in future blog posts.