Google has made a flurry of updates for shopping results and campaign features ahead of the holidays. Among them are a new display for broad product searches on mobile and a new column metric for managing product groups.
Mobile Shopping Results By Categories
Google says that 40 percent of product searches are on broad terms. To help users narrow down their searches, Google has started showing Shopping results on some broad queries segmented by category, rather than showing itemized product listing ads.
This categorization only happens in mobile search results, for now, anyway. For example, a search for “droids” shows popular categories of Collectibles and Dolls, Playsets & Toy Figures, Interlocking Blocks, Home Decor and others.
I also saw this configuration on a search for “bike” in which categories were broken out by bikes and parts and accessories.
Click Share For Product Groups
Google also added a click share column for product groups in Shopping campaigns. The new click share metric shows the percentage of total possible clicks received by your Shopping ads.
To see this, simply add the click share column to the Product groups tab in the AdWords UI.