Bringing machine learning (ML) intelligence to help retailers to manage their products across channels, products, technology, and data to drive more sales and reach customers, Google announced a next generation of Shopping campaign that’s “goal-optimized.’
The new campaign type uses machine learning to automatically optimize ad delivery to deliver defined conversion goal valuse, be it maximizing conversion value or maximizing conversion value at a specific return on ad spend (ROAS).
This screen shot shows campaign type selection of new goal-optimized Shopping campaigns:
It’ll automatically optimize your bids, identify the right audiences, and determine where your ads show to maximize your conversion value. For example, “if you’ve defined your conversion value to be “revenue,” the goal-optimized campaign type will automatically optimize across networks to maximize “revenue” based on your budget constraints,” explained Google.
Goal-optimized Shopping campaigns can run across Google Search results, YouTube, and Gmail,, as well as on Google Search partners and Google Display Network.
Screen shot of new Shopping campaigns type running across Google services:
Additionally, this new Shopping campaign type combines previously available standard Shopping and display remarketing campaigns into one campaign to deliver ads across Google properties and ad network. “While standard Shopping campaigns will continue to provide a more manual option, the new Shopping campaign type offers a fully-automated solution to drive sales and reach more customers,” wrote google.
With just one feed, one campaign, and one remarketing tag, all you need to do is add your products into the new goal-optimized campaign type.
You won’t need to manage separate Shopping and display remarketing campaigns anymore. No further campaign set-up, manual optimization or tedious account maintenance are needed.
We’ll do the heavy lifting so you’ll be able to focus on more strategic initiatives.
To get start saving time and resources through the new one-stop Shopping campaign type, all that you will need is:
- Active product feed in your Google Merchant Center account that’s linked to AdWords.
- AdWords remarketing tag implemented.
- Select the “Goal-optimized” campaign subtype in the UI when setting up a new Shopping campaign.
New goal-optimized Shopping campaign type in AdWords rolling out globally over the next few weeks.
You can learn more about this new Shopping campaigns over at About Shopping campaigns (goal-optimized) Help Center.
In other news today, Google published updates to impressions metrics for AdSense reporting.
To comply with the industry standards, Google transitioned its ad serving platforms from served impressions to downloaded impressions. Google explained, “Served impressions are counted at the point that we find an ad for an ad request on the server.” While, “Downloaded impressions are counted for each ad request once at least one of the returned ads has begun to load on the user’s device.” Now, publishers will see these updated metrics in AdSense.
Further Google said, “Switching to counting impressions on download helps to improve viewability rates, consistency across measurement providers, and aligns the impression metric better with advertiser value.” As a result, for some publishers there may be a decrease in their impression counts, as well as corresponding improvements in RPM, CTR, and other impression-based metrics.
“Your earnings, however, should not be impacted,” stated Google. For example, “if an ad failed to download or if the user closed the tab before it arrived, it will no longer be counted as an impression.”