It’s a clever format that reduces work by taking over bidding and deciding when and where your ads will appear. This includes managing Remarketing lists, location modifiers, ad scheduling, device modifiers, and other management functions. It also includes dynamic prospecting and dynamic remarketing, as well as LIAs and display ads.
You don’t have to spend a lot of time setting up the campaign. These assets will be used to display ads.
It sounds simple and seductive, right?
It is fine and probably a good option for small and medium-sized businesses that have limited resources and need to quickly get their Shopping campaigns started. But there’s a catch.
Although there are many additional networks and formats, you lose almost all control over the process as well as all reporting options. Google decides when your ads will be displayed, whether they are display ads, standard shopping adverts or any other format. Google determines whether your ads are displayed on mobile, tablet, or desktop devices. It also decides which audience, platform, time, and bids to use.
The reason the reporting is so limited is obvious. You cannot influence anything but your goal. This goal can only be set at campaign level and can be modified to increase conversions or Target ROAS. Google could keep the reporting but reduce the controls. This would cause users to be upset as they might not be able address the problems or opportunities that Google is presenting. Users are more likely not to have control of what’s happening because they don’t have transparency.
But why bother with such details? Why would you need a search term report anyway?