SOURCE: Adlucent


May 20, 2014 09:00 ET

Adlucent One of First PLA Technology Providers to Offer Support for Google Shopping Campaigns

Adlucent's BuyerPath™ Platform Now Offers Integrated Support for Google Shopping Campaigns

AUSTIN, TX--(Marketwired - May 20, 2014) - In the wake of Google's announcement last month that all retailers must migrate to Google Shopping Campaigns by late August, Adlucent has been working tirelessly to incorporate all necessary functionality into its leading PLA management software, BuyerPath™ to prevent any interference with the transition for its retail clients.

As a trusted Google partner, we're pleased to announce that support for all available functionality is integrated into BuyerPath™, specifically:

  • Bid management--BuyerPath™ users will be able to set bids for product groups in virtual real-time via the AdWords API. A variety of bid optimization tools are integrated into the application, including Adlucent's proprietary bid management algorithm for automated recommendations
  • Reporting--Performance reporting is available for product groups throughout the BuyerPath™ platform

"The introduction of Google Shopping Campaigns aligns with the advanced PLA management solution we built two years ago and that we continue to evolve," said Dean Skonieczny, Vice President of Products for Adlucent, "we're pleased to be one of the few solutions to offer support for new Google Shopping Campaigns changes, and we'll continue to focus on developing groundbreaking innovations for BuyerPath™."

Although Adlucent supports all functionality available today, Google has yet to release all remaining functionality through its API. As new features become available, they will be integrated into BuyerPath™.

Adlucent has provided a few key steps that retailers should follow when migrating to Google Shopping Campaigns to ensure a successful transition:

  • Make sure the Product Feed is Updated: Review your product_type, adwords_labels, and adwords_grouping values before migrating your Shopping Campaigns. Remember that adwords_labels and adwords_grouping will no longer be supported, and the new custom_label attribute will be limited to five columns for each product
  • Transition Slowly: We recommend that you move to Google Shopping Campaigns slowly, making sure the right strategies are being aligned for your product ads program and business goals. Quick moves can have a detrimental effect on impression share, CPC's, CVR, etc
  • Keep a Close Eye on Traffic: Once you have begun the transition to Google Shopping Campaigns, keep an eye on your traffic levels--not only for certain product groups, but for particular queries as well. Make sure your new campaigns are picking up your most successful queries before shutting the old campaigns off
  • Begin Transitioning Sooner Rather than Later: Start by moving your smaller campaigns over first. This allows you to get a firm grasp on how the new Google Shopping Campaigns will perform for your product ads, before transitioning over the rest of your product ads program

If you need help navigating these changes, Adlucent's team of PLA experts can help. Adlucent offers a full line of services to help retailers' transition successfully. Email for more information.

Also, if you'd like to learn more about the changes, download our latest white paper, Staying Ahead of Google Shopping Changes: Insights from PLA Experts at

About Adlucent

Adlucent is a performance-based marketing technology and analytics company focused on helping Retail and Ecommerce companies deliver relevant advertising that converts. Leveraging its BuyerPath™ shopping analytics platform, Adlucent's products and services help the smartest retailers acquire new customers and grow revenue profitably.

Founded in 2001, Adlucent has earned a reputation for innovation in online retailing and is pleased to serve a wide range of category leaders such as Adorama, eBags, Need Supply Co, and Wasserstrom. For more information, please visit

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