Introducing Shopping campaigns: a better way to promote your products on Google

Everyday, people search on Google for the best products from retailers large and small. With Product Listing Ads (PLA) on Google Shopping, people can browse a wide selection of products, finding high-quality imagery and relevant product information like brand and price.

To make it easier for you to connect with these consumers and promote your products on Google, Google introducing Shopping campaigns, a new campaign type for PLAs. Shopping campaigns streamline how you manage and bid on your products, report on your performance, and find opportunities to grow your traffic from Google.

Key benefits

1. Retail-centric way to manage your products

Shopping campaigns allow you to browse your product inventory directly in AdWords and create product groups for the items you want to bid on. For example, if you’re a fashion retailer, you’ll see what types of shoes are in your data feed and how many boots you can promote. You use the product attributes derived from your data feed such as Google product category, product type, brand, condition, item id and custom labels to organize your inventory into product groups. Custom labels are a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products. To see all the items you can bid on, the Products tab will show you a full list of your approved products and their product attributes.

2. Advanced reporting to measure product performance

Regardless of how you choose to structure your product groups, Shopping campaigns offer the unprecedented ability to view your performance data by product or product attribute. Since performance metrics are associated with the item and not the product group, you can filter and segment data by your product attributes. This includes Google product category, product type, brand, condition, item id and custom labels. For example, you’ll see which Apparel & Accessories categories drive the most clicks, without having to break out your clothing category into a separate product group.

3. Competitive data to size your opportunity

To help you optimize and scale your PLAs, Shopping campaigns provide insights into your competitive landscape. In the Product Groups tab, you can add benchmark columns to see the estimated average CTR and Max CPC for other advertisers with similar products. The competitive performance data you see is aggregated and averaged, so all performance data is anonymous. Coming soon, you’ll have impression share columns to help you understand the opportunity lost due to insufficient bids and budgets, and a bid simulator will help you estimate the amount of impressions you’ll receive as you adjust your bids.

How to get started

Shopping campaigns are currently available to a limited number of advertisers. It will be rolling out gradually in the US, with full global availability by early next year. API support will come in 2014 as well.

New AdWords Estimated Cross-Device Conversions

A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I was calling it the “next frontier for online marketers” in a previous post, and we are now officially getting there!

A New “Estimated Total Conversion” Column Is Rolling Out

In AdWords, a new column called “Est. total conv.” was made available for some beta accounts recently. However, this column doesn’t seem to be available at the keyword level yet — only at the campaign and ad group levels.

The official field description is as follows: “This is our best estimate of the total number of conversions that AdWords drives for your business. What it means: Est. total conv. = Conv. column + Est. cross-device conv. column”

The description doesn’t say whether the “Conv. Column” field is referring to “Conv. (1-per-click)” or “Conv. (many-per-click).” However, I’d tend to think Google is using the “Conv. (many-per-click)” column for reference.

Also, Google plans to factor in other conversion types like phone calls and in-store visits in the future — not right now, though.

Leveraging The New “Estimated Total Conversion” Column

There are lots of different ways to look into this new column — let me just suggest two of them:

1. Since the “Est. cross-device conv.” column is not provided, one can easily calculate it such as Est. cross-device conv. = Est. total conv. – Conv. (many-per-click). This is assuming Google is using the Conv. (many-per-click) column rather than Conv. (1-per-click).
2. Analyzing a new ratio which could be called something like “Cross-device assist %” such as: Cross-device assist % = Est. total conv. / Conv. (many-per-click) – 1. The higher the ratio, the more cross-device conversions occurred as a percentage. A ratio of 0% means there were no additional cross-device conversions, while anything greater than 0% indicates some cross-device assists.

In the below paid search report by ad group and device, those rows with the highest cross-device assist % correspond to assists from mobile devices. That was expected; however, now we have some hard numbers.

Another way to look at it is strictly by device, such as in the below pivot table. I noticed a couple of odd things:

• The numbers in a report differ from the numbers from the AdWords interface by roughly 5-10%.
• The total number of estimated total conversion is lower than the total number of last-click conversions.
• Those additional conversions attributed to mobile devices are somehow subtracted from other devices. As a result, this advertiser’s true mobile CPA is 22% lower than it seems, looking at just the last-click, while the true desktop CPA is 5% higher and the true tablet CPA is 15% higher. You’ll definitely want to take this into consideration when adjusting your desktop/tablet bids, as well as your mobile bid modifiers.

Conclusion

With the new “Estimated total conversion” column, Google is attempting to tackle the increasingly complex issue of cross-device revenue attribution in paid search — and it is definitely a leap forward.
However, in order to make it fully trustworthy and actionable for online marketers, it’d be great to get more transparency from Google regarding the way the numbers are put together (with some kind of confidence interval?), then have the Est. total conv. column available at the keyword level for more granular insights — and ultimately across multiple channels for more sophisticated revenue attribution modeling.

Estimated Total Conversions: New insights for the multi-screen world

People are constantly connected, using multiple devices throughout the day to shop, communicate and stay entertained.  A September 2013 study of multi-device consumers found that over 90% move sequentially between several screens for everyday activities like booking a hotel or shopping for electronics.

As consumers are increasingly on the go and switching between devices, marketers are telling us they want to see a more complete and accurate picture of how their online advertising drives conversions.  Conversions can come in many forms: visits to stores, phone calls, app downloads, website sales or purchases made after consulting various devices.  Getting better insight into these complex purchase paths can help you optimize your online advertising and allocate budget more effectively.

Introducing Estimated Total Conversions

Today, we are introducing Estimated Total Conversions for search ads on Google.com.  This is an exciting first step to give marketers more insight into how AdWords drives conversions for your business by showing you both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete.  Over time, we’ll be adding other conversion types like phone calls and store visits as well as conversions from ads on our search and display network.

Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels.  For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights.  Today, we are beginning to bring this level of insight and measurement to all advertisers.

Estimated cross-device conversions

Estimated cross-device conversions is the first new conversion type to launch as part of Estimated Total Conversions. Cross-device conversions start as a click on a search ad on Google.com on one device and end as a conversion on another device (or in a different web browser on the same device).

For example, say someone shops for “blue jeans” on her mobile phone while waiting for the morning train.  She clicks on a mobile ad for ABC Blue Jeans.  When she gets to her office, she goes directly to the ABC website to make a purchase.  This is an example of a cross-device conversion.  We calculate cross-device conversions using a sample of data from users who signed into multiple devices. 

Estimated cross-device conversions will begin rolling out globally to all AdWords advertisers starting today and continuing over the next few weeks. To see these new statistics, you’ll need AdWords conversion tracking and a sufficient volume of conversions on which to base a reliable estimate.

In the last few months, we’ve analyzed data across thousands of AdWords advertisers to learn more about cross-device conversion patterns.

When advertisers in the travel industry use AdWords estimated cross-device conversions, they are able to measure 8% more conversions, on average, than they did before.  In addition, they can now measure 33% more conversions that originated on a mobile phone and later converted on different device.  This helps them attribute all those sales -- from customers who searched for flights and hotels on their mobile phones and then made a purchase from another device -- to the right ad.

Similarly, other verticals, like entertainment and retail are also seeing positive results.  Businesses in these industries are now able to measure 12% and 7% more conversions, respectively, than they could before using Estimated Total Conversions.

Sean Singleton, Marketing Manager at American Apparel noted that, "We always knew our online ad investment was influencing conversions across devices, but we didn't know how to begin estimating these numbers. Once we saw that 5.3% more conversions could be attributed to cross-device conversions in AdWords, we knew we could more accurately calculate the value we were receiving from each ad click.  We also learned that mobile ads are driving 16% more conversions than we thought, so we are now investing more into this channel to gain more sales.”

More results from other verticals can be seen below.

Paving the way for marketers to measure the full value of their online advertising

We are committed to helping you gain insight into the new conversion types that are part of a constantly connected, multi-screen world so that you can make the best advertising decisions possible. In addition to cross-device conversions, both phone calls and store visits will be included as part of Estimated Total Conversions in the coming months. These are important conversions to consider — people make more than 40M calls to businesses each month directly from Google ads and are often looking for physical store locations when they search on Google, particularly on the go.