Key Insights From The Google Shopping (CSS) London Forum
What Amy, Head of Paid Search, took away from her day in London.
Paid search changes fast. So it was great to escape the usual Dock distractions (I'm looking at you, Frank) and head to Google's London HQ recently for a thorough overview of the latest changes in Shopping.
The trip was well worth the hike to the capital.
Because, while it's possible to stay up-to-date via online channels and resources, hearing about recent developments directly from Google made a massive difference. The day gave me the chance to ask questions, dig into real-life client scenarios and listen to experts explain the finer details of functionality improvements in Google Ads.
Plus, being in an immersive, peer-led environment also helped us explore features we hadn't yet tapped into in our managed accounts.
Mingling with other paid ads specialists from in-house teams and agencies across the country, it's clear that we're all experiencing the same challenges and market shifts. We're all on the same road of discovery with Google Ads' latest features as we try to maintain steady account performance and profitability for our clients.
It was reassuring to know there are no major gaps in our knowledge, and I left feeling quietly confident that we're on the right track.
Still, there's so much to do. So, where do we start?
Approaches will differ between every marketeer and account, depending on what's gone before and what appears to be the most impactful way forward.
Here are my three personal action points from the event:
1 - The Obvious One: Pmax Channel Performance
Still in beta, but rolling out steadily, this report provides more visibility to what's often called 'the black box' of Google Performance Max (Pmax) campaigns.
Where we previously relied on scripts to access this channel performance data, this new insight, available in the Google Ads interface, is a huge help. (Though it's not yet complete in all areas.)
We all have our favourite or go-to data views within Google Ads. I'll be adding these new reports to mine. Between them and the new Pmax search term visibility, which some of us thought would never arrive, managing this campaign type has changed dramatically this year.
With a level of visibility we've never had before, we can now get more hands-on, pushing successful channels further, and streamlining our search triggers for profitability.
2. The One To Watch: AI report building
At Dock, we're lucky to have access to some excellent, tailor-made third-party reporting dashboards that access a variety of data sources.
So a lot has changed since I last spent much time in that area of the Google Ads interface itself.
A few short demos piqued my interest in exploring the capabilities of the new conversational AI report builder. Its appeal lies in the ability to quickly access data views mid-workflow, without the time and redirection of focus needed to build reports manually. It won't play a significant role in our main client reporting anytime soon, but as an internal tool, it could speed up daily insights and improve decision-making.
Scoping the full potential of this feature is high on my to-do list.
3. The Overlooked One: Feed Optimisation Focus
For most eCommerce advertisers, Pmax (or traditional shopping) campaigns account for a significant portion of traffic and revenue. However, it can be easy to fall into a 'lights-on' mindset in Merchant Centre, where, if there are no immediate issues and the structured data appears okay, your attention naturally shifts elsewhere.
After seeing walkthroughs of some of the newest Merchant Centre features, I plan to spend time experimenting with Product Studio and TiDe - a new AI tool that helps improve feed data quality.
Google Search is a competitive and expensive space. Staying ahead by testing and exploring new opportunities can give us the edge. So, if these AI features become a good fit for any of our clients, we aim to be ready to take full advantage.
Key takeaway
When your industry evolves as quickly as ours, it can feel like your years of experience can lose value overnight. Old ways of working are replaced barely before they've even settled in, it seems.
But a day away from the screen reminds us that this is far from the truth. We all face the same challenge: adapting to change.
In our experience, adapting quickly is key. Doing so gives us the confidence to hold steady or move fast, depending on the situation or data. It also sharpens our understanding of the delicate balance between testing the new and reinforcing the foundations. After all, neither can succeed in the long term without the other.
Innovation is good. But experience still matters. In this (dare I say it) fast-paced online world, it's more vital than ever.
