Google is Now Speaking the Language of Retailers

We've found that performance reports that are organized like a retailer's product catalog — i.e., focused on products and existing categories/departments of products rather than keywords, ad groups and campaigns — are accessed 200 percent more frequently. Retailers want to spend more time with reports because they offer actionable insights on products and categories they're familiar with, not on esoteric search campaign assets. Retailers feel empowered to make real-time, data-driven decisions. At the same time, search marketers are freed to operate more like merchandisers and less like highly specialized technicians.