About 10 months ago, Google introduced Shopping campaigns to the PPC crowd. You all should know about Shopping campaigns by now, but just to remind you: Shopping campaigns display Product Listing Ads on Google Search, on Google search partner websites, and on Google Shopping using a product feed in your Google Merchant Center. They’ll replace the regular PLA campaign type by late August 2014.
New version of AdWords Editor
In the course of the development of Google Shopping, there has been an update to the well-known AdWords Editor.
Version 10.5 now includes Shopping campaign management. Advertisers can “view and update Shopping campaign settings, but campaigns and ad groups can only be created in the AdWords frontend. If you copy or import a Shopping campaign to AdWords Editor, it will be duplicated as a Search Only campaign, without product groups.”
Speaking of product groups (or product partitions or shopping criteria), you can now:
- Download from or upload product groups to the AdWords frontend.
- Bulk edit product group bids and destination URLs.
- Switch a product group between Biddable and Excluded.
- Import changes to existing product groups with XML/CSV or export to XML/CSV/HTML.
Product groups are available under Targeting within a selected Shopping campaign. But consider: you are not able to create, delete, or pause product groups within AdWords Editor.
New product feed specifications
A couple of weeks ago, Google also announced an update to the feed specifications for Google Shopping to offer more flexibility when organising product data and more possibilities to address potential customers.
Here’s what they changed:
- Links to landing pages for mobile devices have to be provided separately, so users are routed correctly.
- Merchant-defined product bundles, e.g. a camera with a lens and a case, have to be labeled as such (‘in bundle’).
- New attributes for apparel now allow a more detailed description of your fashion products.
- The attribute for the availability of an article is being simplified by merging ‘in stock’ with ‘available for order’ and removing ‘available for order’, as well as offering an ‘availability date’ attribute.
- There will be mandatory constraints for the number of characters an attribute can consist of in order to display the right product information.
In addition to the new feed specifications, there’ll also be new recommendations to image quality as well as a new content policy for landing pages. The new feed specifications are going to come into effect world wide as from the 30th of September.