Search
Clear search
Close search
Google apps
Main menu
true

Monitor and optimise your Shopping campaigns

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

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

Bear in mind

Shopping 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 that you've provided in the Merchant Center, so make sure that your product data is accurate and up-to-date. Find out how to check the quality of your Merchant Center data feed.

Use the "Product groups" tab

The Product groups tab is the first place that you can check to see how your product groups are performing. Customise the columns that 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
  • click-through rate (CTR)
  • conversion metrics
  • benchmark click-through rate (CTR)
  • benchmark maximum cost per click (max. CPC)
  • impression share
  • click share
  • tracking templates
  • custom parameters
  • % approved
  • % active
  • % ready to serve
  • % time approved
  • % time active
  • % time ready to serve
  • products submitted
  • products approved
  • products active
  • products ready to serve

Learn more about these columns and what they mean.

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. Select a Shopping campaign from the side navigation bar.
  4. Select an ad group in the campaign.
  5. Click the Product groups tab.
  6. Make sure that the table is displaying all of the columns that you may want to edit. Then click on the download button Download button.
  7. If you want to segment your data by device, day of the week or click type, click on +Add segment, then click on the drop-down menu and select the option that 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 as “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. Find out more about downloadable reports and bulk uploads. Bear in mind:
    • You can’t download an editable report using segments.
    • Make sure that you save your spreadsheet in one of our supported formats (.xlsx, .tsv or .csv).
  9. Click Download.
Use the "Products" tab (Shopping only)

The Products tab helps you understand the performance of individual products in your campaign. Here are the customisable columns that you can see:

  • item id
  • title
  • country of sale
  • channel
  • channel exclusivity
  • merchant id
  • brand
  • price
  • condition
  • language
  • product type
  • category
  • custom label
  • product status
  • impressions
  • clicks
  • average cost per click
  • effective maximum cost per click (effective max. CPC)
  • conversion metrics

Learn more about these columns and what they mean.

Use the "Dimensions" tab

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

  • category
  • product type
  • item ID
  • brand
  • Merchant Centre ID
  • shop ID
  • channel
  • channel exclusivity
  • benchmark click-through 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 that you want to know about.
  2. Click the Dimensions tab.
  3. From the View drop-down menu, select Shopping, then choose the attribute that you want to use to sort your performance data: category, product type, item ID, brand, Merchant Center ID or shop ID.

You can customise the information that 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 that 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 on the download button Download button .
  2. If you want to segment your data by device, day of the week or click type, click on +Add segment, then click on the drop-down menu and choose the option that you want. Note: 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 to 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 and conversions 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.

Was this article helpful?
How can we improve it?
Reach more customers with an online ad

With AdWords, you can run ads on Google to stand out on local searches. Only pay when your ad is clicked on. [Learn more]

Sign Up for AdWords