The Diagnostics tab provides consolidated issue reporting for your Merchant Center account, feeds, and items. Through this tab, which replaces the Data Quality tab, you gain better insight into the health of your product data, making it easier and faster to prioritize key issues and get your products online.
The new Diagnostics tab also features new reporting tools to find:
- A historic overview of item eligibility status to spot and investigate changes that have caused recent item disapprovals
- A downloadable report containing all affected items and the reasons for disapprovals
- Traffic and impact metrics to help you identify how many items are currently impacted by specific issues
Posted by Tom Beyer and Sven Herschel, Product Management, Google Shopping
- Auction insights report lets you compare your Product Listing Ad (PLA) performance to other advertisers participating in the same auctions as you are. With impression share, overlap rate and outranking share, you’re able to see trends amongst your peers and strategic opportunities to improve your bidding strategies.
- Search impression share has been revamped to be more useful and aligned with text ads. You can now analyze your share of voice at the granularity you want with Search impression share in the Dimensions tab. You’ll know which campaigns are limited by a low budget with Lost IS (budget) and which ones need further optimization with Lost IS (rank). Note that we now calculate Search impression share at account level so you may notice a change in impression share between October and November.
- Device and time segmentation are available to help you refine your bid modifier strategy. You can see if your peers received more mobile impressions than you over the weekend with the Auction insights report segmented by device and day.
- Bid simulator columns show you what your advertising results could’ve been had you set different bids. You can add these columns in your Product groups tab and, for example, find product groups that’ll drive the most incremental clicks.
- Flattened view of your product groups presents another way to analyze your performance. It allows you to sort your product groups within an ad group based on performance data and easily identify which to optimize. For example, you can sort by impression share, find a few product groups with the lowest impression share, and fine-tune those bids within a matter of clicks.
We hope these additions will help you identify easy-wins for the holidays and unlock new, more actionable ways to optimize your Shopping campaigns. We’ll continue to explore other reporting needs so you have relevant and useful data at your fingertips. Visit our help center articles for more information on Auction insights, Search impression share, bid simulator columns, and the flattened product groups view.
Posted by Dimitris Meretakis, Product Manager, Google Shopping
|Example of Merchant Promotions on Product Listing Ads on Google.com|
|Example of Merchant Promotions on Google Shopping|
Participating US retailers have seen improved performance from their Product Listing Ads. For example, Venus’s PLAs with Merchant Promotions had a seven percent higher clickthrough rate (CTR), a two percent higher conversion rate, and an 11 percent lower cost-per-click (CPC) than their standard PLAs. Read more about Venus’ success with Merchant Promotions here.
Get started with Merchant Promotions
If you’re interested in learning more about Merchant Promotions or planning on running promotions this holiday season, please review this Getting Started Guide and fill out the interest form to get in touch with our team.
Posted by Christina Ilvento, Product Manager, Google Shopping
The Internet gives us more to look at every day: more information, more reviews, more offers. In fact, 49% of customers now visit 2 to 4 sites before they decide to buy1. One powerful lever to re-engage these qualified customers and close the sale is RLSA.
- What’s the most efficient and effective way to tag your site?
- Which types of remarketing lists should you focus on?
- By how much should you raise your RLSA bid adjustment?
- What advanced strategies can you use to expand volume?
Download Winning the Second Chance to win your customers over in the moments that matter and to make the most of your RLSA campaigns.
Posted by Matt Lawson, Director, Performance Ads Marketing
Automating your bids with AdWords can deliver better, more informed bids while saving you time.
In order to help people make the most of these strategies, we’ve put together A Bid for Every Auction, our new guide to Google’s automated bidding solutions. This best practices guide is for anyone looking to implement or improve their automated bidding.
This guide covers key topics like:
- An in-depth look at auction-time bidding and why it’s important to take advantage of it
- Choosing the automated strategy that makes the most sense for your account
- The best way to test bid automation in your account
- Making a successful automated campaign perform even better
If you’re considering taking the plunge with automated bidding, or if you already have and want to improve performance, download our guide or the one-page version of our automated bidding checklist today. Smart automation can lead to better results and more time saved.
Check out these and other Google Best Practices over at g.co/GoogleBP.
As the holiday season approaches, advertisers are busy ensuring their campaigns are set up for success, making it more important than ever to manage time-sensitive updates and make changes to your campaigns quickly and efficiently.
This month, we’re turning our focus to scalable and efficient workflow management in AdWords. Our goal is to help you find time-saving ways to manage these tasks at scale using simpler, integrated workflows within AdWords, so you can focus on your core business.
Our workflow tools fall into three core areas:
1. Bulk editing directly within AdWords
Advertisers need to manage multiple campaign tasks directly in the AdWords interface more efficiently. We’ve added new tools for editing your settings and extensions in bulk across your campaigns and ad groups. For example, you can edit location targeting or ad rotation settings across multiple campaigns, or update your ad extensions -- like sitelinks, callouts, and apps -- to promote your latest holidays deals across hundreds of your ad groups with just a few clicks.
|Change multiple sitelinks using the Edit menu in your +Extensions tab|
CarsDirect.com was able to add sitelinks across its accounts using the new bulk editing features, and saw a 13% increase in CTR, and 6% decrease in CPC. Allison Query from CarsDirect says, “The bulk feature for ad extensions has been crucial for keeping us competitive in the search results! It has trimmed our work time from hours to minutes."
You can also take advantage of other existing bulk workflows supported in AdWords to scale your work. Save time by using the copy and paste feature to swiftly copy over your existing keyword lists, ads, and ad groups into your new campaigns.
Advertisers need easier ways to make quick changes offline in spreadsheets, and apply them directly into AdWords where and when they need them. The improvements to bulk uploads include more intuitive spreadsheet formats, in-context options to upload changes directly into the appropriate campaigns and ad groups, and the ability to preview your updates and check for errors before posting them. Now, you can quickly upload new seasonal keywords into your ad groups, update your budgets across several campaigns, and post your changes with confidence because you can review them before you post them.
|Review your spreadsheet edits with the preview tool before applying them to your campaigns|
3. Advanced tools for more customized changes across your accounts
Many agencies are using AdWords Scripts for MCC to power customized ad text changes across their customers’ accounts, save time, increase relevancy, and improve their ad performance. iProspect uses Adwords Scripts to dynamically insert sitelinks into Cleartrip’s ad units and change their landing pages on the fly, resulting in a 34% increase in CTR and 24% decrease on Cost-of-Acquisition. Performics is using AdWords Scripts for MCC to update ad parameters with real-time discounts across their customer's accounts. Using MCC scripts for MonShowroom, Performics cut their workflow time by 60%.
These are just some of the tools we’ve created to help you move faster, and make changes at scale across AdWords. Stay tuned as we continue to improve AdWords Editor -- another important tool to help with complex changes at scale. New updates are coming soon!
Check out our Hangout on Air on Tuesday, November 4th at 9:30 am PST / 12:30 PM EST to learn how you can put these tools to work in your campaigns.
Posted by Ali Miller, Product Manager, AdWords
Last quarter, we launched two resources to help you drive the conversation about profits from AdWords:
- Leading the Conversation on Profits: An Executive’s Guide to start enabling your teams for profit-driven marketing
- Leading a Conversation on Profits: A Practitioner’s Guide to defining profit and convincing stakeholders that it’s a better KPI
We hope that these guides have started some very interesting discussions across your organization, most notably around how important marketing’s role is for growth.
To help advertisers bring these conversations to life, we’re excited to share our latest best practices guide called Making a Bid for Profit - Profit-Driven Bidding Tactics with AdWords.
This guide will show you how to:
- Discover profitable opportunities by running manual bid tests
- Find these opportunities faster by testing on a broader scale, and
- Save time by scaling your bidding strategy so it’s easier to manage.
You can check out more Google Best Practices at g.co/GoogleBP.
Posted by Matt Lawson, Director, Performance Ads Marketing
Running a successful small business is about finding and connecting with the right customers. Business owners are increasingly using their smartphones, and so today we are making enhancements to both the Google My Business and the AdWords Express apps. We hope this makes it easier to find the right customers, whether they are looking for you at their desktop computer or on their phone on the go.
See reviews and insights in Google My Business
Nothing makes your day like a great review from a happy customer. Starting today, business owners can see reviews from across the web in the Google My Business Android app (iOS update soon). Business users have told us how much customers appreciate a response, so we are also making it possible to respond to Google reviews in the app, along with real-time alerts if you want to keep a pulse on your reputation online.
Wondering how customers are using their smartphones to get in touch with your business? When people find you on Google, you can see when they call or from where they get driving directions, so you can be prepared for that next manic Monday rush.
Reach new customers with advertising
Finding more of the right customers doesn’t have to wait until you’re at your desk. Over the last few months, we’ve gotten great feedback about how easy it is to advertise with our AdWords Express mobile app, and today we are expanding the Android app to 20 additional countries (iOS coming soon).
When you advertise your business through AdWords Express, you can reach potential customers right when they’re searching for the product or service that you sell. Your top stats for the month are displayed in the Google My Business app, and you can switch over to AdWords Express to see more detail or edit the ad to promote your next big event.
These changes will be rolling out over the next few days, so check back soon if you don’t yet see the updates. For more information about the mobile apps, visit the Google My Business and AdWords Express help centers.
Posted by Abhishek Poddar and Zhouzhou He, Product Managers
Google decided to find out how much of this is true. We've just run a research study1 with Ipsos MediaCT and Sterling Brands with the goal of discovering how smartphones and online information have changed the in-store experience.
The results, as they say, may surprise you.
The full details are available at Think With Google. But here's a sneak peek at what we learned.
First, the study confirmed two things most of us have suspected:
- Yes, today's consumers are better-informed than ever before.
- They crave information throughout the shopping process, and often use smartphones to get it.
But we also learned that three pieces of "common wisdom" were really more like myths:
Myth #1: Search results only send consumers to e-commerce sites.
The reality: The things people find in search results actually can send them to local stores. In fact, 3 in 4 people who said they found local information in search results helpful also said what they learned made them more likely to visit a store.
Myth #2: Once an in-store shopper starts looking at her smartphone, the store has lost her attention and her sale.
The reality: In-store smartphone moments are actually a good opportunity for brick-and-mortar stores to connect with shoppers and to help them make a decision. 46% of those shoppers say they look at the retailer's own site or app for information. Only 30% look up details from a different retailer’s web site or app.
Myth #3: With so much information available online, shoppers only go to stores to transact.
The reality: Shoppers actually want more, not less, out of their in-store experience. They want informed, customized experiences. 69% of shoppers said they gathered information from physical stores at some point in their shopping cycle. The catch is that 2 out of 3 shoppers said they didn't find all the info they wanted.
What does it all mean? Simply this: smartphones are a friend, not an enemy, to in-store shopping.
There are new opportunities for brands and stores to engage with customers in creative ways before, during, and after the customer’s shopping journey — one that may begin online and end up in-store. Search results, mobile ads, and mobile sites and apps can be magnets that draw consumers into stores and engage them while they're there. Smartphones and online information can also be a powerful way to create customized experiences for the consumer.
We discovered plenty of surprising insights in our study. See all the details at Think With Google. Plus, check out videos of Macy's, REI, and Sephora marketing execs sharing their approach for linking digital to store here.
To understand how digital trends will impact this year’s shopping season, we conducted our annual Holiday Shopper Intentions research with Ipsos MediaCT, surveying consumers on their shopping behavior. We found that people are shopping earlier, using online video to help with research, and turning to smartphones as personal shopping assistants.
Black Friday is becoming a month-long event
People are starting their research early and retailers are stretching Black Friday promotions across November, changing the focus from just one day to a month-long event. More than half of consumers surveyed said they’ll start their research before Thanksgiving, with 26% of shoppers having started before Halloween.2
Shoppers are also spending more time consulting more sources before making a decision. In 2010, shoppers used five sources of information on average before purchasing, but that has more than doubled with shoppers consulting at least 12 sources last year.3 This means that October through November has become a crucial period for retailers to reach shoppers online, being present with offers, information, how-tos and content.
Online shopping is the new window shopping
Shoppers are going online for inspiration at all points of their day, not just to research specific products but to see what their friends and favorite influencers are wearing. Sites like YouTube and Pinterest have become the new window displays, and a new generation of fashion influencers like Bethany Mota are influencing shopping decisions.
Shopping-related content on YouTube, from unboxing videos to product reviews, is becoming an important part of the holiday research process and is trending up year over year. Haul videos—or the YouTube equivalent of telling your best friend about your latest shopping purchases—spike during key shopping events and hit their peak during Black Friday weekend. Videos with "haul" in the title have have been watched more than 1.1B times on YouTube, and views are up 1.7x this year compared to last year.4
And shoppers aren’t just using YouTube for research ahead of time, they’re also looking up videos while they’re in stores to help them make decisions. One in four shoppers say they've used YouTube to search for a video related to a product they're considering while in a store.5
Your phone: The ultimate shopping assistant
One of the biggest enablers for shopping throughout the day is our mobile devices. Our research found that 75% of smartphone shoppers plan to use their phones in-store this holiday season.6 It used to be that shoppers came to the store with little knowledge, and the sales associate educated them on products. Now shoppers are coming into stores teeming with information, and are turning to their phones as personal shopping assistants. One in three shoppers use their smartphones to find info instead of asking store employees.7
We’ve found that when retailers understand mobile behavior in stores, they can meet shoppers online with helpful information. In fact, 46% of shoppers who use their phone in a store still end up making a purchase, an 11 point increase from 2011.8 Consumers are coming into stores more purposeful and informed than before, and savvy retailers are turning this into an opportunity.
Want to know more about the 2014 holiday shopper? Check out more research and case studies at Think with Google.
Posted by Beth Thomas, Industry Development Manager, Google
1 Google Shopping search data, July - September 2014
2 Google / Ipsos MediaCT 2014 Holiday Shopping Intentions Study, September 2014
3 Google and Inmar, 2013
4 Google data, January 2013 - September 2014, Indexed views on YouTube
5 Google Consumer Survey, September 2014
6 Google / Ipsos MediaCT 2014 Holiday Shopping Intentions Study, September 2014
7 Google Mobile In-Stores study May 2013
8 Google Nielsen, November 2013