One sheeter | Shopping Campaign Upgrade Guide

Shopping campaigns A better way to promote your products on Google Bid on Product Groups

Organize your inventory by creating product groups with the product attributes in your Google Merchant Center data feed. You can group your products by Google Product Category, product type, brand, condition, item id and custom labels. Use up to seven of these attributes to create granular product groups.

Shopping campaigns make it easier to connect with consumers and promote your products online. This new, retail-centric campaign type for Product Listing Ads (PLAs) streamlines how you manage and bid on your products, report on your performance, and find opportunities to grow your traffic from Google. Upgrade your campaign In late August 2014, we’ll be retiring the regular PLA campaign type in favor of Shopping campaigns. Here are a few simple steps to help you upgrade to Shopping campaigns: 1. Review your existing regular PLA campaign • Analyze your regular PLA campaign and see if there are products you’d like to bid on differently • Ensure that you’re able to group these products according to one of these attributes in your data feed: Google Product Category, Product Type, Brand, Condition, Item ID or Custom Labels 2. Create a Shopping campaign in AdWords • Sign in to AdWords, click + Campaign, select Shopping and set your campaign settings • Choose how you’d like to create ad groups, set bids and use promotional text

Use AdWords Labels or Groupings? Adwords labels and AdWords groupings aren’t supported in Shopping campaigns. See whether you can use other attributes such as product type or brand instead. If not, move them over to a new product attribute —custom labels. You can keep your adwords_labels or adwords_ grouping in your data feed if you use them for other campaigns such as dynamic remarketing.

Create a Custom Labels Strategy Custom labels are a new, structured way to tag your products in a data feed. If the other attributes such as Google Product Category, product_type or brand aren’t enough, you can use custom labels to subdivide your inventory to match your retail needs. For example, you can have different custom labels for your seasonal items, bestsellers, or items on sale.

3. Switch to Shopping campaigns • To avoid duplication, navigate to the Campaigns tab and pause your regular PLA campaign That’s it. Over time, performance metrics for your PLAs, such as impressions and clicks, will appear in your Shopping campaign. Best Practices: • Optimize your data feed so you can subdivide and bid effectively Revisit attributes that are used to create product groups like product_type and start tagging your products with custom labels • Ensure that you're able to manage and track your campaign Find out what you need to manage your campaign at scale and track your performance • Optimize with competitive metrics Identify opportunities to improve and grow your campaign with benchmark data, impression share and a bid simulator

To learn more about Shopping campaigns, visit www.google.com/ads/shopping/ shopping-campaigns.html

Need more help upgrading to Shopping campaigns? Visit our Help Center.

© Copyright 2014. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

Shopping campaigns A better way to promote your products on Google

That's it. Over time, performance metrics for your PLAs, such as impressions and clicks, will appear in your Shopping campaign. Best Practices: • Optimize your data feed so you can subdivide and bid effectively. Revisit attributes that are used to create product groups like product_type and start tagging your products with ...
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