[SMK] Social Media Knowledge


Next Gen ‘Shopping’ campaigns on AdWords

The latest in a recent sequence of new optimisation options from AdWords: new and improved Shopping campaigns.

New twist on an old favourite

Next-gen approach to AdWords’ retail optimisation promises machine learning and automation dedicated to getting the best conversion rates yet.

Like older AdWords Shopping campaigns, the new ones target audiences based on product data rather than keywords. However, the new iteration offers extra AI guidance and adds Showcase Shopping Ads into the mix. 

Product v Showcase

Product Shopping ads are your typical one-item sell, usually with a pic, a price and a link to buy. Advertisers pay for these on a cost-per-click basis.

New in 2017, Showcase shopping ads are ones with info about a few related products. They often show up when a search uses non-specific terms.

Advertisers pay for these on a cost-per-engagement basis, registering when people first expand the ad then click a link.

How fresh is this?

Reckon this should’ve been a mainstream option all along? Well, functionally, users could get similar results with earlier

Shopping campaign options so long as they were quite hands-on in their approach and rigorous in their data interpretation.

In theory, though, the new Shopping campaigns should get better results with less effort

Have you tried AdWords new Shopping campaigns? How have they measured up?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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