Kevin Lee
June 6, 2014: In his latest ClickZ column, Kevin Lee discusses Google’s recent decision to phase out regular PLA (Product Listing Ad) campaigns, replacing them with what it calls “Shopping Campaigns.” Kevin notes that “one big complaint with old-school PLA management has been the relative lack of transparency into the feed powering PLAs – some have called it “another black box” because metrics have only been available at the Campaign/AdGroup/Product Target levels.”
Kevin notes that the new Shopping Campaign system provides better reporting, more meaningful campaign attributes, improved competitive insights, and the ability to prioritize multiple PLA campaigns. He advises marketers not to “drag your feet on upgrading to Google Shopping Campaigns. Once you’ve upgraded to the new system, you’ll wonder why you didn’t do it sooner.”
Read complete article on ClickZ.com
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