This week Google announced updates to its Google Shopping and Merchant Center features. Among the update’s highlights are the addition of Auction Insights for PLAs, a Diagnostics Tab for Merchant Center and improved Search Impression Share stats.
The updates come a week before Thanksgiving and the expected rush of Black Friday and Cyber Monday sales. The end goal is better insights into product sales performance for merchants and the ability to “identify easy-wins for the holidays and unlock new, more actionable ways to optimize your Shopping campaigns.”
Auction Insights for PLAs
The new auction insights report will let merchants compare PLA performance to competitors’ bidding on the same auction and allow them to uncover new opportunities for bidding strategies based on impression share, overlap rate and outranking share.
Diagnostics Tab for Merchant Center
The new diagnostics tab provides consolidated issue reporting for Merchant Center accounts, feeds and items. This tab will replace the Data Quality tab and provide better insight into the quality and health of product data. New to the diagnostics Merchant Center tab is a historic view of each product’s eligibility status, which allows merchants to review changes that may have cause product rejections. A report containing all affected products — including reasons for disapprovals — can now be downloaded in the diagnostics tab. Finally, traffic and impact metrics are available to help merchants identify the number of items affected by specific issues.
Search Impression Share
The search impression share has been retooled to provide better competitive insights. Merchants can now analyze their campaigns’ share and uncover campaigns that are limited by a low budget with Lost IS (budget) as well as campaigns that need further optimization with Lost IS (rank). Search impression share is now measured at the account level, which means some merchants may notice a change in impression share between October and November.
Other Notable Updates
- Flattened view of product groups gives merchants another way to analyze performance and allows them to sort by product groups within an ad group based on performance data to make it easier to identify what product listing ads to optimize.
- Device and time segmentation are now available on Google Shopping.
- Bid simulator columns now show missed opportunities and “what might have been” if merchants had bid differently.