Monitor and optimize your Shopping campaigns

After you get your Shopping campaign running, you'll need to check how it's performing to make sure you get the results you want. You can monitor the performance of your campaign in a few key places in AdWords: 

  • Product groups tab 
  • Dimensions tab 
  • Auction insights report
  • Bid simulators

Keep in mind

Product Listing Ads are generated based on the product data you've set up in your Merchant Center account. While you can define product groups within your campaigns, your ad performance is tightly linked to the data you've provided in Merchant Center, 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 Use the "Product groups" tab

The Product groups tab is the first place you can check to see how your product groups are performing. Customize the columns you see and download reports with segmented options. 

You'll be able to view these types of information:

  • maximum cost-per-click (max. CPC)
  • impressions
  • clickthrough rate (CTR)
  • conversion metrics
  • benchmark clickthrough rate (CTR)
  • benchmark maximum cost-per-click (max. CPC)
  • impression share
  • click share
  • tracking templates
  • custom parameters

Plus, you can download a report and add segments to the report to view your performance by 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 report from the Product Groups tab:

  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.
Use the "Dimensions" tab

The Dimensions tab provides customized performance reporting at any level of granularity by any dimension you choose, including:

  • category
  • product type
  • item ID
  • brand
  • Merchant Center ID
  • Store ID
  • Channel
  • Channel exclusivity
  • benchmark clickthrough rate (CTR)
  • benchmark maximum cost-per-click (max. CPC)
  • impression share

Here’s how to view performance data from the Dimensions tab:

  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)

Use the Auction insights report

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.

Use the bid simulator

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. 

Learn more about using the bid simulator with Shopping campaigns.

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