New Insights for Shopping Campaigns

Google has launched some new insights for shopping campaigns to help retailers act on micromoments this holiday season.

Now you can optimize your bids for shopping ads and local product listing ads.

We’re excited to extend remarketing capabilities to both shopping ads (PLAs) and local inventory ads (LIAs) with shopping remarketing lists. Now you can optimize your shopping bids to re-engage high-value customers the next time they shop on Google.com. For example, when those who’ve abandoned their carts on your sites or your loyal customers shop again on Google on desktop or mobile, you can use remarketing lists to tailor your shopping bids and reconnect with them at a more cost-efficient ROI.

Two new tools will also provide better insights about which products to promote.

First, with the new Shopping Insights tool, you can identify the products people are actively looking for online and around your stores.* Based on aggregated and indexed data from April to September of 2015, the tool lets you explore the most popular shopping product terms on Google, measure their significance over time, filter for cities, and compare how consumers search for products differently on mobile or desktop.

The Assortment Report uses your existing Google Merchant Center data feed to identify gaps in your product assortment based on the popular products shoppers are clicking on, in real-time, by product category. For example, if you offer toys, you might learn that you’re not yet stocking the Sphero BB-8 App-Enabled Droid from Star Wars, one of the hottest toys right now on Google. This report also provides benchmark selling prices for each of those missing products to help you with sourcing and pricing decisions.

Source: Inside AdWords: Seize holiday shopping moments with new tools and insights