Historically, retail search marketing was synonymous with Google text ads. But fast forward to today, and Google Shopping ads have replaced text ads as retailers’ preferred method of advertising on Google.
In fact, 2016 was the tipping point: Retailers spent 53% of their AdWords budgets on Shopping ads — for those keeping score, that’s more than half.
Unlike text ad campaigns, which relied on verbal wizardry and endless A/B testing to optimize, Google Shopping success means analyzing quantitative performance data for all of your products. Even a smaller retail catalog of a few thousand items yields millions of Shopping KPIs to consider — no easy feat for busy e-commerce pros.
Fortunately, AdWords comes equipped with some handy tools designed to help marketers cut through all that noise, and quickly take data-informed actions to improve their Shopping campaigns. Here are four to get you started.
1. Dimensions Tab
The Dimensions tab is my starting point when optimizing Shopping campaigns. Easily findable at the top right of the AdWords console, the Dimensions tab features several Shopping-focused views of campaign performance.