In Cinderella’s story, at the stroke of midnight, her carriage turns back into a pumpkin. Online advertising is no Cinderella story, unless Google’s involved. Google sets fairy godmother-style deadlines for all its upgrades and transitions, such as the upcoming Shopping campaign deadline. Basically, if you do not manage this upgrade by manually transitioning your PLA campaigns to Shopping campaigns, Google will flick its wand and change your campaigns for you. However, this change is better made manually. Here are the top 3 reasons why:
Google has offered to upgrade your PLA campaigns to Shopping campaigns automatically. However, when your PLA campaigns automatically upgrade, they may not upgrade in your desired structure. Right now, before Google’s automatic September 3rd switch date, is thus a good chance for you to change your campaigns manually. Put together your thoughts based on past performance and future strategy, to define the structure of your Shopping campaign yourself. Do you want to base your campaign on brands, ROI, or Product Type? Use a whiteboard. Draw a flowchart. Plan out the structure.
One of the new features of Google’s Shopping campaigns are their ‘Low’, ‘Medium’ and ‘High’ priority settings. These settings allow users to tell Google which campaign or bid to prioritize when running multiple campaigns for the same product groups. For example, if you set up a campaign with ‘Medium’ or ‘High’ priority, Google will select the bids in that campaign over bids in ‘Low’ priority campaigns. This feature could be especially useful for sales, promotions, and even seasonal campaigns.
Important to Note: Google’s default setting is ‘Low’. Thus, make sure you alter the priority setting tabs for each of your campaigns, setting ‘High’, ‘Medium’, and ‘Low’ campaigns accordingly before implementation, as otherwise all of your PLA campaigns will be set at ‘Low’ priority with the automatic upgrade.
Automatically upgraded campaigns may not include any proactive negative additions. However, assuming that the structure of your campaign changes, consider proactively checking for negatives to add over the first few weeks, so that costs do not build up on irrelevant terms. Again, in this case, if you were setting up the campaigns manually, you will know what to exclude in terms of both keywords and product groups.
Fun Fact: Using Shopping campaigns, you can no longer find search terms in the Keywords tab. You can, instead, find them under Dimensions, by clicking on View by Search Terms.
With these tips in mind, design your structure, define your negatives, and plan out your settings before the clock strikes 12. Then just wait patiently on your pumpkin until Google strikes back with another deadline for a new upgrade.