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

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.

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, you can download a non-editable product group report using segments. Note that you can’t segment impression share, benchmark CTR, or benchmark CPC by device or click type.

From the “Product groups” tab, you can also download editable reports to view your data, then make changes to your product group bids or destination URLs and upload the updated report back into your account, where your new changes will be automatically applied. Learn more about downloadable reports and bulk uploads for Shopping campaigns.

Here's how to download a product group report:

  1. Sign in to your AdWords account at https://adwords.google.com.
  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 product groups 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. Note that you won’t be able to download an editable report if you are using segments. 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. To download an editable report, check the box marked Editable. Keep in mind:
    • You can’t download an editable report using segments.
    • You can only download editable reports in .csv and Excel formats.
    • Editable reports default to English, regardless of the user’s locale.
    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 Customize 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 could affect your traffic by estimating what your advertising results could’ve been over the previous seven days, if you’d set different bids. Use this tool from the "Product groups" tab to gauge what bid amount is likely to deliver the performance you want, with the budget you have. Then, quickly apply your new bid to your product groups, or across all subdivisions of a product group.

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

You can use the Bid Simulator to gauge performance for an individual product group, or for a product group with subdivisions.

When using the Bid Simulator for a product group with subdivisions:

  • You can view bid changes in aggregate and model changes for non-excluded product groups, even when individual product groups might not have enough data for this on their own.
  • You can use bid scaling to see what might happen if you increased or decreased all of your bids for product groups within the subdivision by a specific percentage (10%, for example). Then you can apply the bid adjustment across these product groups with just a few clicks. Note that bid scaling isn’t available if any of the product groups are subdivided by item ID.
  • You can model what happens if you changed all of your bids in the subdivided product group to a fixed value. If you choose to apply one of these product group-wide bid changes, your ad group default bids will be changed to this fixed value, and your product group-level bids will be removed.
  • Bid changes across many product groups can increase traffic significantly, which could cause you to reach your budget limit. We’ll show you the projected cost for bid changes, and you might need raise your budget to make the most of your bid adjustment.

Example

Suppose you have a maximum CPC bid of US$1 for your "Brand ABC shoes" product group, but you're curious to see what results you'd get with a bid of US$1.50 or US$0.75.

The Bid Simulator can show you estimates of the clicks, cost, and impressions, you would have seen with these other bids for your "Brand ABC shoes" product group. You can change your bid in the Bid Simulator and have it applied directly to your product group.

Now let’s say you want to see estimates of how bid changes could affect the two product groups within your “Shoes” subdivision, “Brand ABC shoes” and “All other shoes.” Your “Brand ABC” product group has a bid of US$1, and the “All other shoes” product group has a bid of US$1.20.

If you use the bid scaling option, you’ll be able to see the potential impact of certain percentage changes on the two product groups within this subdivision. So, if you tried a +10% increase, the bid for “Brand ABC shoes” product group would be US$1.10 and “All other shoes” would be US$1.32. You’ll be able to see estimates of the impact this 10% increase could have on each of these product groups.

If you use the product group-wide bid option, you’ll be able to see the potential impact of setting a single bid across the two product groups within this subdivision. If you select this option and choose US$1.50, you’d see estimates of the impact if both the “Brand ABC shoes” and “All other shoes” product groups had bids of US$1.50.

Remember, the Bid Simulator can provide insight into how your bids could've affected ad performance over the last seven days, but it doesn't attempt to predict future performance. For instance, you might have reason to believe that your ad performance will go up or down during a particular week, and you'll want to keep that in mind when choosing your bids for that time period.

Keep in mind

  • The Bid Simulator is available when Product Listing Ads for a product group have been included in enough auctions or accrued enough impressions to generate a sufficient estimate of potential performance with a different bid amount. If you don’t see the Bid Simulator, you probably need to let your ads run for a little while longer.
  • The Bid Simulator isn't available for product groups using the Item ID attribute, or for "excluded" product groups with no bid.
  • The data displayed in the Bid Simulator for your “current” bid is a projection based on your traffic over the previous 7 days. If you recently changed your bid, you may notice notice a discrepancy between the “current” data reflected in the Bid Simulator and the actual data available in your account.

If you still aren’t seeing the tool, then consider revising your bid for that product group, or improving your product data.

How to use the Bid Simulator to get estimates for an individual product group

Here's how to see your estimates for an individual product group:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Select the ad group for the Shopping campaign you’re interested in from the side navigation.
  3. Find the product group you’re interested in and click the simulator graph icon next to the bid in the "Max. CPC" column.
  4. In the Bid Simulator window, select different bid options to see how they could impact your traffic.
  5. Bid Simulator -Shopping campaigns
  6. You can change your bid and have it applied directly to your product group by selecting a new bid option in the Bid Simulator and clicking Save.

How to use the Bid Simulator to get estimates for product groups with subdivisions

Here's how to see your estimates for product groups with subdivisions:

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Select the ad group for the Shopping campaign you’re interested in from the side navigation.
  3. Find the subdivided product group containing the product groups you’re interested in and click the simulator graph icon in the "Max. CPC" column (there won’t be a bid since this product group is subdivided).
  4. To see how percentage changes to your bids for these product groups could impact your traffic, select Bid scaling (%) in the Bid Simulator window. To change your bid by that percentage, select the option next to your desired bid and click Save.

    To see how different fixed bid amounts across your subdivided product group could impact your traffic, select the Product group-wide bid option. To change your bid, select the option (or enter your own bid next to “Use a different bid”). Then click Save.

Tip

Alternatively, you can add the Bid Simulator columns to the statistics table on your Product groups tab to easily view estimates for multiple product groups. Learn more about this group of columns.

Troubleshooting the Bid Simulator

Missing bid simulation

Here are some common reasons you might not see a bid simulation:

Not enough data

  • The Bid Simulator uses data from the last seven days to provide estimates. It might not be able to provide estimates if a campaign or product group was recently added, or didn't receive many clicks in the last seven days.
  • If you've just added a new campaign, ad group, or product group, check back after more time has passed to see if the simulators have provided estimates. If your campaign, ad group, or product group doesn't get many impressions, increasing your bids can help give your ads more exposure.

Campaign daily budget

  • If your campaign has reached or nearly reached its daily budget at least once in the last seven days, the simulator may not be able to provide estimates.

Product group is "excluded"

  • The Bid Simulator isn’t available for product groups you’ve marked as “excluded,” which means the products in that product group aren’t being advertised with that ad group.

Tip: Change bids and destination URLs with bulk uploads

If you want to make changes to a significant number of your Shopping campaigns’ product group bids or destination URLs, you could save time by using bulk uploads. You’ll do this by downloading an editable report, making changes right in the document, and then uploading the updated report back into your account, where your new changes will be automatically applied. Learn how to use bulk uploads for your Shopping campaigns.

Optimize your return-on-investment with conversion tracking and enhanced cost-per-click (ECPC) bidding

To understand whether clicks are leading to actual sales, we recommend setting up conversion tracking for your account. This free tool shows you what happens after people click your ad, whether they purchased your product or signed up for your newsletter. With this information, you can calculate your actual AdWords return-on-investment (ROI). Find out more about conversion tracking in the "Next steps" section below.

If you use conversion tracking and want to improve your potential for sales and get more value from your budget, consider using enhanced cost-per-click (ECPC) bidding for your Shopping campaign. ECPC uses your conversion tracking data to gauge which clicks seem more likely to lead to conversions, and which ones seem less likely to convert. AdWords then automatically adjusts your bid accordingly, either raising your max. CPC bid up to 30% (after applying any bid adjustments you've set), or lowering it by as much as 100%.

You can enable ECPC bidding at either the campaign or ad group level. Then, set your bids at the ad group or product group level.

Keep in mind

ECPC bidding for Product Listing Ads works only on Google Search and optimizes for converted clicks (optimizing for conversions is not yet available). Also, ECPC bidding is not yet available for Product Listing Ads that appear on search partner sites.

To use ECPC bidding, you’ll need to create a flexible bid strategy (if you don’t have one already), and apply it to your chosen campaign or ad group.

How to create and apply an ECPC flexible bid strategy to your campaign or ad group

If you don’t already have a saved ECPC flexible bid strategy saved to your shared library, you’ll first need to create one. Here’s how:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click Shared library in the side navigation.
  4. In the "Bid strategies" section, click View.
  5. Click the +Bid strategy button and select Enhanced CPC.
  6. Name this bid strategy and click Save. This bid strategy will now be available in your "Shared library."

Once you've created your ECPC flexible bid strategy, you'll need to apply it to your campaign or ad group.

Here's how to apply the ECPC bid strategy to your existing campaign:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Select the campaign you want to make changes to.
  4. Click the Settings tab.
  5. In the "Bid strategy" section, click Edit.
  6. To apply a bid strategy or change to a different one, click Select a flexible bid strategy and select the saved bid strategy you want to use.
  7. Click Save.

Here's how to apply the ECPC flexible bid strategy to your ad group:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click All online campaigns in the side navigation, or click the Ad groups tab.
  4. Select the ad group that you'd like to add the flexible bid strategy to.
  5. Click the Bid strategy drop-down menu and select Use flexible bid strategy.
  6. Select the saved ECPC bid strategy you want to apply to this ad group.
  7. Click Make changes.