Shopping has been a hot-button topic for some time now. While many customers have launched successful Shopping campaigns, there are some lesser-known features that may provide a quick additional boost or improvement to your current efforts.
Four such features are:
- SKU-level reporting (Marin)
- Campaign priority settings (Marin)
- Automatic item updates (Google Merchant Center)
- Promotions (Google Merchant Center)
Marin fully supports performance reporting at the SKU level. With this extremely valuable data, advertisers can review products on a regular basis to see where individual SKUs prove to be candidates for segmentation or exclusion. If the SKU data warrants it, you can indicate a more aggressive or conservative bid.
To see SKU-level reporting enabled in Marin, work with your platform representative to append the appropriate parameter to the product groups, and to have the new feature enabled and backfilled.
Campaign Priority Settings
Priority settings are extremely useful for advertisers who invest the time in building out multiple Shopping campaigns and want to maximize their effectiveness.
As Google describes the setting, “When you have the same product in multiple Shopping campaigns, you can determine which campaign should participate in the auction for that product with campaign priority. Your campaigns already have a priority: Low. But you can change this priority to Medium or High. These priorities determine the bid for any product that the campaigns share.”
- The highest priority campaign will bid
- If the highest priority campaign runs out of budget, the lower priority campaign bids
- When multiple campaigns have the same priority, the highest bid is used
The right mix of priority assignments and bid strategies by campaign solve the tricky issue of being able to control products that exist across multiple campaigns.
Automatic Item Updates
If you have metadata enabled on your site, it may be prudent to enable Google’s Automatic Item Updates feature. This allows Google to crawl your site and update Shopping based on the site’s inherent microdata information. This is mostly valuable in reconciling price discrepancies and/or availability.
Advertisers can choose from Google’s attributes for automatic updates:
- Price only
- Availability only
- Price and availability
Enabled in Google Merchant Center, a Promotion is an excellent way to differentiate your product from the competition and advertise your sale. You can assign Promotions to a subset of products or across all products in the feed, as applicable.
Google manually reviews all promotions for accuracy, so be sure to schedule these well in advance of the actual promotion launch so that the approval process won’t cause any delay. Also be sure you know Google’s Merchant Promotions Program Policies.
Get ahead of the competition by testing out some of this readily available advanced functionality! If you’re interested in speaking with a Shopping Consultant from Marin, get in touch with your platform representative. Or, if you're new to Marin, get in touch with our team.