All ecommerce marketers who have bellyached about the clunky nature of ever-more-critical PLAs, listen up: you have a chance to opt into the new Google Shopping campaigns before they roll out to replace PLAs in early 2014, but you have to sign up by EOD. This won’t guarantee anything, but it’ll increase your odds of getting early access.
How big a deal is this? Without any data, it’s tough to say, but we’ve gotten the chance to set up a new campaign and have noted several new features, with a trend towards much-improved transparency and tighter connections between query and product.
1) Product bidding is much improved. We still don’t have the ability to force mapping query to product, but…maybe one day.
2) Promotions are limited; you only get one ad promo per campaign. If you need to set up special promos, it’ll require some segmentation on the campaign level.
3) You can prioritize the new campaigns over other shopping campaigns.
4) AOV-based bidding is easier; you can see the price of the product and which categories it maps to.
5) Exclusions are much improved; you can exclude things like categories and combinations of traits.
6) You can see competitive metrics, including benchmark CTR and max CPC.
Overall, the new campaigns look promising, and we’d recommend diving in early. Again, here’s the link to request access. Good luck!