We’ve got some good news for those of you running Shopping campaigns on Google.
Google just announced new placements for Product Shopping and Showcase Shopping Ads. Starting March, these ads will be eligible to be shown on Gmail, YouTube and the Discover Feed.
Until now, running Smart Shopping campaigns was the only way to get Shopping Ads on Gmail.
How to make it work? Visit your Google Ads manager Interface and you will find the option to include YouTube, Gmail and Discover from the Networks section in your Shopping campaign settings.
Also, opting into Search Network now allows Shopping campaigns to be displayed in Image search.
Note: For those of you using APIs to manage your campaigns, you will need to set your Shopping campaign Network Settings to targetContentNetwork is true.
As far as reporting is concerned, your performance metrics from YouTube, Gmail and Discover will be lumped together, so unfortunately there is no way to check results on a platform-by-platform basis.
Reach: With this expansion to Gmail, YouTube and Discover, your Shopping campaigns can now potentially reach more users across a wider spectrum of the funnel.
Zoom Out: The best way to go about it is to segment your Shopping campaigns by Network to measure the performance of these properties under the Google Display Network.
Also, expect to see lower CTRs on Google Display Network traffic, because these impressions are likely reaching users higher in the funnel and with lower intent than Search traffic users.