Posted:
(Cross-posted from the DoubleClick Search Blog)

When consumers act, they act fast. Retailers can get a leg up in the marketplace by responding to consumers’ needs as they surface. While some events, such as holidays and championship games, can be anticipated, others, such as weather-related issues, cannot. Using real-time technologies in search, brands can dynamically adjust their reach, competitiveness and relevancy with their target audiences at the most critical times.

In a new Think Insights article, Casandra Jones, Account Director at iProspect, tells us the benefits of adopting SEM tools that act in real time to achieve search success as these important events and conversations occur.

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Check out Casandra’s article on the Think Insights page here, and let us know what you think on Twitter or our Google+ page.

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(Cross-posted from the Inside AdWords Blog)

With less than eight weeks left until regular Product Listing Ad (PLA) campaigns retire, we're excited that the majority of PLA advertisers have already started taking advantage of Shopping campaigns, and 85% of these have already fully upgraded. Advertisers who’ve upgraded like Farfetch, US Mattress, LiBoutique and ValuePetSupplies are seeing great success thanks to the retail-centric interface, item-level reporting and competitive benchmark data.

For those of you who’ve upgraded, we’re excited to introduce two new tools to make campaign management, specifically bid optimization, easier.
  • Bulk Uploads: You now have the ability to download a product group report, edit your bids and destination URLs, and import your changes using bulk uploads
  • AdWords Editor: We’ve heard your feedback, and with the latest version of AdWords Editor, you can edit your bids and destination URLs for individual product groups at scale. At this time, AdWords Editor doesn’t support the creation of Shopping campaigns or product groups, so please plan time to create your campaigns and subdivide your product groups directly in AdWords.

If you haven’t upgraded to Shopping campaigns, we strongly encourage you to start as all regular Product Listing Ad campaigns will retire at the end of August.

Many third-party agencies and platforms are upgrading advertisers to Shopping campaigns, so if you work with one, reach out and see how they can help. Here are a few resources to answer questions and get you started:
Posted by Eric Tholomé, Director of Product Management, Google Shopping

Posted:
Marketers are increasingly turning to search advertising as a way to learn more about their brands and how they can better connect with consumers. L'Oréal Paris, for example, used search to reach a wide audience looking for information about the popular “ombre” hairstyle in 2012. At the time, this hair treatment was only done in salons, but L'Oréal Paris saw the potential in a home market product and it developed one in just a few months. The brand then created YouTube content devoted to the topic, got widespread press coverage, and owned the search for the term—all of which established brand awareness. In the end, the people who had alerted L'Oréal Paris to the trend saw search ads that linked to helpful information, at the moment when they needed it.


While search ads haven’t typically been part of the brand marketer’s toolkit, some like L’Oreal Paris are catching on to their value in building brand awareness. A recent Google/Ipsos MediaCT meta-study showed that search ads drove an average increase of 6.6 percentage points in top-of-mind awareness, from 8.2% to 14.8%—a lift of 80%.

 A new article on Think with Google looks at how brand marketers are understanding and and connecting with audiences using search. Check out the full collection for more details on the research, case studies and a guide for marketers on how to use search for brand marketing.

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We introduced Shopping campaigns in February to make it easier for you to manage your Product Listing Ads (PLAs). In late August, Shopping campaigns will be the default campaign type for all PLA advertisers.

To help retailers make the most of their Shopping campaigns, we’re excited to introduce a new best practices guide, “Shape Up Your Shopping Campaigns.” It addresses important questions like:
  • How should you structure your campaigns: by product line, performance, or both? 
  • Which feed attributes have the best chance of improving CTR?
  • Are you adjusting bids quickly enough during peak seasons?

Download the “Shape Up Your Shopping Campaigns” guide now to ensure you’re making the most of your PLAs and data feeds.

 For additional help, here are a few resources:
Posted by Matt Lawson, Director, Performance Ads Marketing

Posted:
(cross-posted from the Google Inside AdWords Blog)

Earlier this month, we shared a few success stories on Shopping campaigns, our new campaign type for Product Listing Ads (PLAs), and that the regular PLA campaign type will retire in late August 2014.

To upgrade to Shopping campaigns, we encourage you to create a Shopping campaign from scratch and then customize your product groups and bids from there. That way, you can choose how granular you’d like to get and ensure all your inventory is included in your Shopping campaign.

However, if you would like to base your Shopping campaign on a regular PLA campaign, we’re introducing an option today to help you upgrade.
After setting up your Shopping campaign, you’ll be taken to a new page to create ad groups. Here, you’ll see two options: the ability to start fresh with one ad group or create one or many ad groups based on a regular PLA campaign.

Note that some parts of a regular PLA campaigns aren’t transferable to a Shopping campaign, like product targets that use AdWords labels or groupings. If none of your PLA campaigns are transferrable, you might not see this option.

Keep in mind
With Shopping campaigns, you no longer need to create separate ad groups or product targets to track your impressions, clicks and cost. You can analyze and report on your PLA performance by product attribute or by individual items in the Dimensions tab, regardless of your campaign structure.

As a reminder, all PLA advertisers will need to upgrade to Shopping campaigns by late August 2014, at which time all remaining regular PLA campaigns will be automatically upgraded. Over the next few months, we’ll continue to share more information and tools to help you upgrade your campaigns and manage them at scale.

To learn more about Shopping campaigns and how to upgrade, here are a few resources:


Posted by Eric Tholomé, Director of Product Management, Google Shopping

Posted:
(cross-posted from the Inside Adwords Blog)

In February, we made Shopping campaigns available to all Product Listing Ad (PLA) advertisers and, in March, we released AdWords API support to help you manage your campaigns at scale. Shopping campaigns offer the ability to browse your inventory directly in AdWords, report on your performance down to the product-level, and bid competitively with new metrics like benchmark data and impression share. We’ve received great feedback from you so far and are excited to share what’s next:
  • Size your opportunity with Bid Simulator - To provide more actionable insight into your PLAs, we’ve been rolling out a Bid Simulator that’s now available in all Shopping campaigns. With a Bid Simulator, you can now estimate how bid changes could impact your impressions, clicks or costs.
  • Options to create a Shopping campaign - In the coming days, we’ll be adding some options to help you get started. You would be able to create a Shopping campaign from scratch or, for many of you, use one of your regular PLA campaigns to create similar product targets, negative keywords or promotional text.
  • Multiple ad groups for advanced retailers - While many of you will be happy with your Shopping campaign as is, we’ve heard from advanced retailers that they’d like to create multiple ad groups. It’s now possible to do this within a Shopping campaign.

Continued Retailer Success
Since we made Shopping campaigns available to all PLA advertisers, we continue to hear many examples of how it helps you manage PLAs and effectively grow your business. Here are a few:
“The benefits of Shopping campaigns can’t be overstated – the ease of setup, the transparency of data, the ability to group products into logical categories and manage to the product level make it a must. All of these contribute to our clients’ ROI almost tripling, and there’s still room to improve.” -JumpFly
“The new Shopping campaigns allowed us to achieve a much higher-level of profitability, cutting costs by 13% and increasing return on ad spend by about 22% on average. Not only that, the new campaign type trims about 2 hours of setup time.” -Exclusive Concepts 
“We used the product-level data from our Shopping campaign to fine-tune our bidding strategy, focusing on the products that acquired the most traffic & lowered the ones that are less important. This helped us increase visits 25% & ROI by 16%.” -Wiggle 
“Shopping campaigns effectively reduced the time spent setting up product-specific bids and optimizing in half. We can now invest even more time into each client, and the results we’ve seen have been no less than amazing. A client selling home accessories saw a 301% increase in revenue after only one month. As a result, we are now changing our agency standards within PLAs to only use Shopping campaigns.” -White Shark Media

Future of Shopping campaigns and retirement of regular PLA campaign type
Shopping campaigns offer a truly retail-centric and seamless approach to PLAs. We're very excited by the positive feedback we've heard so far and will continue to build tools and features into this new campaign type to help you manage your PLAs. Thus, we'll be retiring the regular PLA campaign type and asking all PLA advertisers to upgrade to Shopping campaigns by late August 2014, at which time all remaining PLA campaigns will be automatically upgraded. Over the next few months, we’ll share more information and release more tools to help you upgrade your campaigns and manage them at scale. We encourage you to start planning your upgrade to Shopping campaigns today to take full advantage of the new features as soon as possible.

For additional help, here are a few resources:

Posted by Eric Tholomé, Director of Product Management, Google Shopping

Posted:
(cross-posted from the Google Commerce Blog)

Want to spend less time worrying about your online purchases? With Orders, a new feature in the latest version of the Google Wallet app for both Android (v. 4.0+, US only) and iOS (v. 6.0+, US only),  you can automatically track your online orders. Google Wallet also notifies you about the status of your orders, plus shows your past orders all in one place.
How it works Once you activate Orders in Google Wallet, you’ll be able to see any receipts sent to your Gmail right in the Google Wallet app. We’ve also worked with primary package carriers in the US so that when your order status is updated, you’ll get notified of the update through Wallet. So whether your order is shipped, out for delivery, or delayed, you’ll never wonder about the status of your order. Easily find your order information Google Wallet also makes it easy to see your order history and details of what you’ve purchased all in one place. You can view the products you’ve ordered, merchant contact information, and shipping details in the app. Plus, with just one click you can call or email the merchant if you have questions about your order.
Get the updated Google Wallet app today Download the new version of the Google Wallet app for Android (v. 4.0+, US only) and iOS (v. 6.0+, US only) on the Google Play Store, rolling out this week in the US. To begin tracking your orders, open the Google Wallet app and click “Activate” under “Track your orders” or click on “Orders” in the menu. In addition to Orders, the Google Wallet app lets you save your loyalty programs and offers in one place, send money to friends and family, and tap your phone to pay if you have an NFC-enabled Android device.

Posted by Amit Litsur, Product Manager