The Paid Search Podcast – Episode 498

Title: Big Changes Coming to Shopping Campaigns in February
Date: February 2, 2026
Host: Chris Schaeffer
Guest: Joey Bidner

Overview

In this episode, Chris Schaeffer is joined by ecommerce and Google Ads specialist Joey Bidner to break down a critical, mandatory update affecting Google Shopping campaigns—specifically those using the Shopify integration and Google Merchant Center. The discussion focuses on the confusing API migration announced by Google, what it means for advertisers, its potential risks (like losing historical product data), practical solutions to minimize performance issues, and actionable job interview insights for those working in the PPC industry.

Key Discussion Points and Insights

1. Major Update to Merchant Center for Shopify Users

Guest Segment: Joey Bidner
[03:25 – 11:20]

• The Change:

  • Google is forcing advertisers using the Content API (common with Shopify’s Google & YouTube app) for their product feeds to migrate to the new Merchant API.
  • The notification email from Google uses strong language and deadlines: “API users must switch to Merchant API. Action must be taken.”

• What’s Actually Happening:

  • The migration appears simple—disconnect and reconnect the app.
  • Big Impact: Product Item IDs change. Previously, IDs included a country code (e.g., ShopifyUS_ID). With Merchant API, the ID unifies across all countries (now Shopify_ZZ_ID).
  • Result: “When you make that change, the historical data associated to that ID will be gone. It will reset.” [05:31 – Joey Bidner]
  • The change disconnects sales history from products, forcing Google’s algorithm to relearn optimal targeting and performance—leading to short-term volatility.

• Algorithm and Campaign Effects:

  • Account structure (negative keywords, campaign settings) remains.
  • Product-level performance data is lost, so expect a “volatile” period post-migration.
  • Recommendations:
    • Temporarily lower target ROAS goals or switch to a more forgiving bid strategy (e.g., maximize conversions) to help the algorithm relearn faster. [07:39]

• Avoiding Data Loss:

  • Third-party feed management tools like Data Feed Watch can preserve your custom ID format and historical data—“you can make it the same as your previous ID and the historical data will transfer over.” [08:20]
  • Caveats:
    • These tools are not free (e.g., $50/month minimum) and require setup.
  • How to Check if You’re Affected:
    • In Merchant Center, navigate to Settings > Data Sources and check if your product feed lists “Content API”. If so, this change is mandatory. [09:39]

• Key Quote:

  “What happens when your item IDs change? Because it usually sends shockwaves. Oh, I'm losing all my historical data, which is true… The algorithm is going to have to learn again from scratch on what performs and what doesn't.”
  – Joey Bidner [05:31]

• Advice for Agencies & Advertisers:

  • Verify your setup.
  • Decide between using a third-party feed manager (to keep data) or accepting short-term volatility.
  • Open invitation for follow-up questions due to the complexity of the topic.

2. How to Stand Out in a Google Ads/PPC Job Interview

Host Segment: Chris Schaeffer
[11:20 – 23:55]

• Context:
  Chris shares lessons from his experience interviewing candidates for in-house PPC roles, focusing on what makes applicants stand out (or not) in a competitive market.

• 3 Key Ways to Differentiate Yourself:

  1. Have and Voice Strong Opinions—With Reasoning

     • Avoid vague or weak answers; showcase confidence drawn from hands-on experience.
     • Example Q: “Do you have a preferred bidding strategy in Google Ads search campaigns, and why?” [12:20]
     • Model Answer:

       “I think there are three bidding strategies that are superior to the others… manual bidding, target CPA, and in some cases, target ROAS. Here’s why…”
       – Chris Schaeffer [13:13]

     • Don’t shy away from disagreement—what matters is that your stance is informed and you can explain why.

  2. Give Specific Examples of Your Work

     • Share stories illustrating how you applied skills (not just a list of campaign types used).
     • Example Q: “What campaign types do you have the most experience with?”
     • Effective Approach:

       “Well, I have the most experience with search… If I have $10,000 to spend, most will go to search campaigns because I find they drive the most controllable, relevant traffic. For example…”
       – Chris Schaeffer [17:35]

  3. Use Industry Language to Demonstrate Expertise

     • Reference “B2B/B2C”, CTR, CPC, auction insights, negative keywords, etc.
     • Strong technical vocabulary signals you “know the talk and can walk the walk.”
     • Example:

       “A B2B campaign might have a much lower CTR… but a very high conversion rate and very valuable traffic, even though the CPC is very high and response rate is low.”
       – Chris Schaeffer [21:05]

• Summary of Interview Best Practices:

  • Show conviction and depth, not just surface knowledge.
  • Back up opinions with experience.
  • Use the language and metrics of the trade.

Memorable Quotes

• On the impact of the API migration:

  “When you unplug the platform and plug it back into Merchant center, your product IDs change… the historical data associated to that ID will be gone. It will reset.”
  – Joey Bidner [05:31]

• On job interview differentiation:

  “Strong opinions and strong reasoning behind it really make you stand out as a candidate during an interview… showing those examples gives you an authority that someone who can't answer those just would not have.”
  – Chris Schaeffer [16:55]

• On B2B campaign challenges:

  “With a B2B campaign, you’re trying to reach a very small percentage of the market… so the CPC is going to be very, very high, the response rate is low, but the conversion and value is there.”
  – Chris Schaeffer [21:05]

Timestamps for Important Segments

• [03:25] – Joey introduces Merchant API update and explains Shopify integration changes
• [05:31] – Explanation of how item IDs change and impact on historical data
• [07:39] – Recommendations for mitigating performance volatility
• [08:20] – How to use Data Feed Watch to preserve IDs and data
• [09:39] – How to check your feed integration type in Merchant Center
• [11:20] – Chris’s three key lessons from interviewing PPC job candidates
• [13:13] – Model “strong opinion” answer to preferred bidding strategy
• [16:55] – Value of confident opinions and reasoning in interviews
• [17:35] – Giving relevant examples of previous experience
• [21:05] – Using technical language to demonstrate industry skill

Tone & Language

• The tone is direct, hands-on, and highly practical, tailored to paid search professionals and agencies.
• Both Chris and Joey speak as experienced practitioners, using industry terminology but breaking down complex concepts into actionable advice.

Takeaways

• For Google Shopping Advertisers (especially Shopify users):
  Review your Merchant Center data source integration immediately. Prepare for the API-mandated change by considering third-party feed management if you want to keep historical product data, otherwise plan for short-term performance volatility and adjust targets accordingly.

• For PPC Professionals Preparing for Interviews:
  Show up with strong, experience-based opinions, support them with practical examples, and infuse your answers with the language and metrics of PPC—demonstrating you’re not just knowledgeable, but competent and confident.

For further resources or to ask questions, visit paidsearchpodcast.com or contact Chris or Joey directly.