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Google just announced four new features to help you with your campaigns, Search Engine Land reports. You can doll up your ad campaigns and merchant feed with these new features:
Conversion value rules for store sales and store visits
Product-specific insights
Deals Content API
Shipping & Returns Annotations
Conversion value rules for store sales and store visits
This feature enables you to set store visits and sales default values at the campaign level. According to Google, searches for “store open” have grown by 400%, meaning that you as an advertiser should optimize your in-store and online shopping experience.
To do so, you have to make your store visible and easy to find. That’s why you should keep your Google Business Profile up to date and add store address and hours. Use Performance Max campaigns to promote your location and Smart Bidding to set goals for sales.
Product-specific insights
With Product-specific insights, you can identify ineffective offers and products lacking feed attributes. You can also compare bids with your top competitors.
The purpose of product insights is to leverage ad performance data to optimize products and provide visibility on what actions to take to fix problems.
Deals Content API
Did you know that 55% of shoppers wait on buying stuff until they’re on sale? That means that, when you have a sale going on, you want people to know about it. This feature makes that easier. With Deals Content API, you can upload and manage deals easier and add your sales or promos to your listing via Content API.
Shipping & Returns Annotations
According to Nicole Farley who wrote the Search Engine Land report, Google says that 3 in 10 consumers are worried about stock issues. Having an estimated delivery time can help with those concerns and help shoppers worry less and convert more.
Shopping campaign best practices
Google also shared the following tips to help you get the most out of your shopping or Performance Max campaigns:
Maximize your reach by showing your ads to shoppers who search for terms related to your keywords using broad match and Smart Bidding.
Use responsive search ads to tailor your messaging based on shoppers’ search terms.
Harness the power of your Google Merchant Center product feed with YouTube Video action campaigns and Discovery ads, which present new shoppable opportunities for your brand in moments of inspiration and discovery.
Promote your app to shoppers across Google’s largest properties such as Search, Google Play, YouTube and more with App campaigns and give users a seamless web-to-app purchase experience by setting up deep links
You can learn more information and best practices here.
