Shopping campaigns rolled out worldwide as the replacement for Product Listing Ads campaigns

After a US-first launch in late 2013, Shopping campaigns became available to all advertisers, organizing Merchant Center inventory into product groups managed directly in AdWords with benchmark CTR and max CPC, impression share and bid simulator data. Google set a late-August 2014 deadline to move legacy Product Listing Ads campaigns over.

Legacy PLA campaigns were retired at the end of August 2014, after which Shopping campaigns were the only way to run product ads.