With Thanksgiving right around the corner, and Christmas and New Years coming up soon after Google wants to make sure their eCommerce advertisers can make the most of the holiday season through their shopping campaigns. As such they have introduced a slew of new features specifically designed to help users boost their marketing campaigns.
First up is a brand new auction insights report which allows you to see your ads search impression share, device and time segmentation, bid simulator columns, and a flattened view of product groups. Furthermore you can compare your Product Listing Ad (PLA) performance to that of other advertisers who are participating in the same auctions as you.
Next up search impression share has been improved to be more aligned with text ads, according to Google. Now, users can learn which campaigns are limited by a low budget with Lost IS (budget) and which ones need further optimization with Lost IS (rank). Google notes that there may be a change in impression share between October and November, because now the company calculates search impression share at account level.
In addition, bid simulator columns show users what their advertising results could’ve been if they had set different bids. Google suggests that users add these columns in the product groups tab, so that they can find product groups that’ll drive the most incremental clicks.
Lastly, the flattened view of product groups allows users to sort product groups within an ad group based on performance data and easily identify which product to optimize. For example, users can sort by impression share, cost per click, or other metrics.