Monitor and optimize your Shopping campaigns

Availability

Product Listing Ads can appear on Google Shopping and Google Search in these countries: the US, the UK, Australia, Germany, France, Japan, Italy, the Netherlands, Brazil, Spain, Switzerland, and the Czech Republic.

Product Listing Ads only appear on Google Search in these countries: Austria, Belgium, Canada, Denmark, India, Mexico, Norway, Poland, Russia, Sweden, Turkey.

Monitor your Shopping campaign’s performance

You can track your Shopping campaign’s performance in a few different ways:

  • Use the Product groups tab to see how the ads for your product groups are performing
  • Visit the Dimensions tab to view performance data by all available dimensions and product attributes -- even down to the individual item

Keep in mind

Product Listing Ads are generated based on the data and feeds you've set up within your Google Merchant Center account. While you can define product groups within your campaigns, your ad performance is tightly linked to the data you've provided within your Merchant Center feeds, so make sure your product data is accurate and up-to-date. Find out how to check the quality of your Merchant Center data feed.

Advanced reporting in Shopping campaigns Using the "Product groups" tab to review performance

Using competitive metrics

In addition to standard AdWords performance metrics like maximum cost-per-click (max. CPC), impressions, clickthrough rate (CTR), and conversion metrics, Shopping campaigns give you access to competitive metrics like benchmark clickthrough rate (CTR), benchmark maximum cost-per-click (max. CPC), and impression share. These metrics can help you see how you compare to other advertisers advertising similar products. Learn more about competitive metrics for Shopping campaigns.

Downloading reports on your performance

The "Product Groups" tab allows you to download a report on your product groups' performance over time. You can segment your report data by options that matter to you, like days of the week, click type, or device. You'll also be able to use the report to make bulk changes to your product groups.

Here's how to download a product group report:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Choose a Shopping campaign from the side navigation.
  4. Choose an ad group in the campaign.
  5. Click the Product groups tab.
  6. Make sure the table is displaying all of the columns you may want to edit. Then, click the download button, which looks like Download button.
  7. If you want to segment your data by device, day of the week, or click type, click +Add segment, then click the drop-down menu and choose the option you want. Also, you won’t be able to segment your impression share, benchmark CTR, or benchmark CPC data by device or click type. You won’t be able to mark this segmented report “Editable.”
  8. If you download an editable report, you'll be able to use it to make bulk changes to product groups, bids, tracking templates, and custom parameters. Learn more about downloadable reports and bulk uploads. Keep in mind:
    • You can’t download an editable report using segments.
    • Be sure to save your spreadsheet in one of our supported formats (.xlsx, .tsv, or .csv).
    Download product group report
  9. Click Download.
Using the "Dimensions" tab to review your performance

Use the "Dimensions" tab to get detailed and customized performance reporting for your Shopping campaigns by any available dimension, including product attributes derived from your Merchant Center product feed like category, product type, item ID, brand, or Merchant Center ID. This gives you the flexibility to sort and filter your data to align with your product inventory, at any level of granularity. Then, you can use this data to make informed decisions about where to take your campaign next.

From the “Dimensions” tab you can also access competitive metrics like benchmark click-through rate (CTR), benchmark maximum cost-per-click (max. CPC) and impression share. These metrics can help you see how you compare to other advertisers advertising similar products. Learn more about competitive metrics for Shopping campaigns.

Here’s how to view performance data for your Shopping campaign:

  1. Select the Shopping campaign or ad group you want to know about.
  2. Click the Dimensions tab.
  3. From the View drop-down menu, select Shopping, then choose the attribute you want to use to sort your performance data: category, product type, item ID, brand, Merchant Center ID, or store ID.

You can customize the information you want to see on the "Dimensions" tab. Here’s how:

  1. From the “Dimensions” tab, click Columns and select Modify columns from the drop-down menu.
  2. To add columns to the tab, choose the type of metrics (“Product attributes,” Performance,” “Conversions,” “Competitive”) under “Select metrics.”
  3. Click Add to select the columns you want to view.
  4. To remove a column from the product groups tab, click Remove.
  5. When you’ve finished arranging your columns, click Apply.

You can download non-editable performance reports from the “Dimensions” tab. Use segments if you’d like to view your data split into rows based on the options that matter to you most, such as days of the week, click type or device. Note that you can’t segment impression share, benchmark CTR or benchmark CPC by device or click type.

Here's how to download a non-editable report from the “Dimensions” tab:

  1. From the “Dimensions” tab, make sure that the table is displaying all of the information that you want to see. Then, click the download button, which looks like Download button .
  2. If you want to segment your data by device, day of the week or click type, click +Add segment, then click the drop-down menu and choose the option that you want. Note that you won’t be able to segment your impression share, benchmark CTR, or benchmark CPC data by device or click type.
  3. Click Download.

Tip

You can also segment your performance data at the campaign or ad group level to compare traffic from the Google Search Network and Google search partners. Just go to the Campaigns or Ad groups tab, click the Segment drop-down menu, and select Network (with search partners).

Monitoring your local shopping channel performance

If you’re promoting products sold in physical store locations using a Merchant Center Local Products feed, you can view campaign or ad group level performance reports for your local shopping channel when you segment your reports by click type, channel, or channel exclusivity.

Segment by click type

When you segment your report by click type, we’ll show you data for the four different click types, defined here:

Name of click type What it means
Product Listing Ad Click on an ad where an online product was shown
Product Listing Ad - Local Click on an ad where a local product was shown
Product Listing Ad - Multichannel Local Click on the local portion of an ad with two links -- one to the local product and one to the online product
Product Listing Ad - Multichannel Online Click on the online portion of an ad with two links -- one to the local product and one to the online product

Here’s how to view your performance data:

  1. Go to the Campaigns tab in AdWords.
  2. From the campaign or ad group you’re interested in, click the Segment drop-down menu, then select Click type. See how to segment your data

Segment by channel and channel exclusivity

Here’s how to segment your report by channel or channel exclusivity:

  1. Go to the Campaigns tab in AdWords.
  2. From the campaign or ad group you’re interested in, click the Dimensions tab.
  3. Click the View drop-down menu and select Shopping > Channel or Shopping > Channel exclusivity. See how to segment your data

Tip

Manage Shopping campaigns in AdWords Editor

AdWords Editor is a free, downloadable application for managing your AdWords campaigns offline. You can use AdWords Editor to change bids on your product groups and landing page URLs. Learn more

Optimize your campaign with competitive metrics and Bid Simulator

Optimize your Shopping campaign

With Shopping campaigns, you can use competitive metrics to see how your Product Listing Ads are performing compared to ads for similar products. Then, use this information to discover the best bidding strategies to help you achieve your desired results.

Using benchmarking and impression share data to monitor and improve performance

Benchmarking data is available from your ad group’s Product groups and Dimensions tabs. Impression share data is available from your Campaigns, Ad groups, Product groups, and Dimensions tabs.

Benchmarking data can help you see how other advertisers’ Product Listing Ads for similar products are performing. You can use this information to adjust your bids or campaign settings and improve performance. The competitive performance data you see is aggregated and averaged, so all performance data is anonymous.

Benchmark clickthrough rate (CTR) shows you how other Product Listing Ads for similar products are performing based on how often people who see the ad end up clicking on it. For example, if the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information in your Merchant Center account, particularly product images and titles.

Benchmark maximum cost-per-click (max. CPC) tells you how other advertisers are bidding on similar products. Use this information to compare your bidding strategy for a product group against that of other advertisers advertising similar products. Then, hone your bids to optimize the performance of your ads. For example, if the benchmark max. CPC is significantly higher than your max. CPC, you might consider raising your bid.

Keep in mind

If you don’t see benchmark data, it could be due to one or more of the following reasons:

  • There aren’t enough comparable products from other advertisers.
  • The products in your product group have yet to appear in enough auctions.
  • Not enough time has passed. It takes between 1-2 days from when an auction takes place for benchmark data to be reflected in your account. If your date range is set to "Today" or "Yesterday," select a longer date range.
  • You're viewing a product group at the Item ID level. Benchmark metrics aren't available for product groups using the Item ID attribute. However, you may still see benchmark data for a subdivided product group containing a product group at the Item ID level.

Impression share tells you how many impressions you received divided by the estimated number of impressions you were eligible to receive. Updated once each day, this metric can help you identify potential opportunities to get more impressions and clicks. For example, if a product group has a low "Search impression share," you may want to try and improve the likelihood of your ads being seen by increasing your bid or improving the quality of your product data. You can find impression share data on the Campaigns, Ad groups, Product groups, and Dimensions tabs. Learn more about tracking impression share.

Keep in mind

  • If you're not seeing impression share data, it could be due to one or more of the following reasons:
    • You're viewing a product group at the Item ID level. Impression share metrics aren't available for product groups using the Item ID attribute.
    • The products in your product group have yet to appear in enough auctions.
    • Not enough time has passed; it takes between 1-2 days from when an auction takes place for impression share data to be reflected in your account. If your date range is set to “Today” or “Yesterday,” select a longer date range.
Using the Auction insights report to compare performance

The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you are succeeding and where you may be missing opportunities for improved performance. This data is available from October 2014 to present.

Learn more about Auction insights for Shopping campaigns.

Using the Bid Simulator to estimate performance

Want to increase or decrease your bids, but not sure how it would affect your performance? The Bid Simulator can help bring clarity to how different product group bids might affect your traffic by estimating what your advertising results might have been over the previous seven days, if you’d set different bids. 

The Bid Simulator collects and analyzes data from ad auctions on Google from the previous seven days, while considering the quality of your ads, your competitors' bids, and your product data. The tool then uses this information to estimate how certain changes to your bid would have impacted your clicks, cost, impressions, and conversions.

Learn more about using the bid simulator with Shopping campaigns.

Optimize your return-on-investment with conversion tracking

Clicks are a measure of your Shopping campaign's success, but they don't tell you about how a user takes action after they've clicked. To get the most from your Shopping campaign, use conversion tracking to learn about user behavior and maximize your return-on-investment.

For example, with conversion tracking, you're able to tell which clicks led to actual product sales on your website. With that knowledge, you can change tactics for products that bring in clicks but not sales or you can optimize and create campaigns for products that do drive sales. The insight you gain into your customers' activity can give you a boost in optimizing your campaign in the long run.

Use conversion tracking to measure your AdWords results

Learn more about conversion tracking.

Tip

If you use conversion tracking and want to get more value from your budget, consider using enhanced cost-per-click (ECPC) bidding for your Shopping campaign. Learn how to set up ECPC bidding for your Shopping campaign.

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