This document discusses tracking performance at the product level for Google Shopping campaigns. It notes that product-level targets can be misleading since they are based on bundles, not individual products. It recommends using product IDs passed as URL parameters to track individual products. It also suggests using Google Analytics to analyze multi-channel attribution and funnel paths in order to better assess return on investment for campaigns, targets, and products.

1. Google Shopping Goes Pay-For-
Play:
Lessons & Learning So Far
David Weichel Director of Paid Search, CPC Strategy
@DavidWeichel

2. Product Level Management Is
Different
• Unique landing pages
– adwords_redirect defined in the product feed
• Product Images
@DavidWeichel
@DavidWeichel

3. Product Level Management Is
Different
• Product target performance can be misleading
– Based on bundles, not individual products
– Individual products can quickly behave as outliers within a given
product target
@DavidWeichel
@DavidWeichel

4. Product Level Tracking
• Not available in the Adwords UI
– Tracking only available for product targets
• Google Analytics
– Content > Landing Pages Ecommerce report
– Primary dimension: Landing Page
– Secondary dimension: Campaign
– Filter secondary dimension for your PLA campaign
@DavidWeichel
@DavidWeichel

5. Product Level Tracking
@DavidWeichel
@DavidWeichel

6. Product Level Tracking
Alternative: Product Target dimensions using regular
expressions
@DavidWeichel
@DavidWeichel

7. Product Level Tracking
Filter: Keyword Matching RegExp [=*]
@DavidWeichel
@DavidWeichel

8. Product Level Tracking
{adwords_producttargetid}
– Value Track parameter
– Unique numeric Id associated with each product target
• How to implement
– Append to adwords_redirect url in product feed
Example:
www.widgets.com/product1?plaid={adwords_producttarg
etid}
@DavidWeichel
@DavidWeichel

9. Product Level Tracking
Google Analytics Multi-Channel Funnels
– Addresses attribution discrepancy between Google Analytics and
Google Adwords
– Path analysis can help us better assess ROI on campaigns,
targets and individual products.
@DavidWeichel
@DavidWeichel

10. Product Level Tracking
Google Analytics Multi-Channel Funnels
– Primary Dimension: Campaign (Or source medium path)
– Secondary Dimension: Landing Page Url Path
– Filters
• Landing Page URL Path: adwords_producttargetid (include)(contains)
• Campaign (Or Source/Medium Path): your campaign (exclude)(ends
with)
@DavidWeichel
@DavidWeichel

11. Product Level Tracking
Google Analytics Multi-Channel Funnels
– Merge with Ecommerce Landing Pages report
– Attribution more similarly mirrors that of the Adwords model
@DavidWeichel
@DavidWeichel

12. Product Level Tracking
Google Analytics Multi-Channel Funnels
– Merge with Ecommerce Landing Pages report
– Attribution more similarly mirrors that of the Adwords model
@DavidWeichel
@DavidWeichel

13. THANK YOU SMX!
David Weichel Director of Paid Search, CPC Strategy
Twitter: @DavidWeichel
Blog: www.cpcstrategy.com/blog
Email: david@cpcstrategy.com