Earlier this summer we reported that Google Merchant will transition to Google Shopping by this fall. Google has announced that starting on October 17th, Google Shopping results in the United States will come only from merchants who have Product Listing Ads (PLA) implemented within their AdWords accounts.
The search engine will rank PLA results based on relevance and will also take CPC or CPA bidding into consideration. Google says that one of the reasons for the migration is to build a better shopping experience for its users.
Google has also announced the ability of product level bidding for PLA campaigns. Advertisers will be able to set CPCs at the item level. In addition, it is now possible to create product targets using the product ID in your Merchant Center feed to manage your bids at the product level. What’s more, a new Merchant Center tab will be available within AdWords for advertisers to be better equipped to manage PLA campaigns.
The transition to Google Shopping is just in time for the holiday season. Ecommerce sites that have seen revenue from Google Merchant organic clicks should implement Product Listing Ad campaigns in time for Black Friday, Cyber Monday and holiday online shopping.