As many of you know, I’m an Adwords guy. I’m pretty good at it, in fact I’ve been recognize over the pat 3 years as being one of the top 10 most influential people in the world on the subject.
Two weeks ago Larry Kim asked on Twitter what our top features were for Adwords in 2014 and how it will impact 2015 and the years moving forward. I 100% would have to say that Google PLA’s/Shopping Campaigns have made some of the biggest impacts on the world around us. This is far above any other release that I have seen Google release in the paid search world.
Here is what I said:
Shopping Campaigns
These puppies took e-commerce advertisers by storm this year. In April, Google announced they would be retiring traditional PLAs, which were managed externally through Google Merchant Center, and moving to the AdWords-based Shopping model. The forced transition deadline was set to an ambiguous date in “late August,” sending advertisers into a flurry to implement the new model sooner than later.
Despite the chaos surrounding the forced transition, Shopping has proven a positive advancement for retailers. Not only can they manage these campaigns in the same platform as their standard search campaigns, the new solution provides more clarity around performance. For example, advertisers can now see additional metrics and bid at the specific product level.
Now that advertisers have more information to make smart decisions in their accounts, we’re seeing that overall PLA/Shopping spend is steadily increasing. Expect Shopping Campaigns to continue to grow in popularity throughout 2015.
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