Every shopping account I audit falls into one of two camps. Either it’s been oversegmented from day one, or it’s stuck on a single campaign, basically forever. Most people get this wrong because they assume more campaigns equal better performance. The reality is quite the opposite. When you split your shopping campaigns too early, you’re […]
Shopping Campaign Structure: The Only Setup You Need to Start Read More »
Summary: Comparison Shopping Services (CSSs) are here to stay. Google Shopping and CSS Partner Shopping are identical and managed by you. You can get a theoretical 20% discount on your cost per click by running Shopping campaigns with a CSS partner Merchant Center. Don’t pay more than $50 a month for the service. The easiest campaign
CSS: Common Pitfalls, Data, and Ideal Setups Read More »
Summary Great Google Shopping campaign structures use priorities to tell Google what products are most likely to convert There isn’t a one-size fit all structure, but some work better than others most of the time Start simple, and expand in complexity as you go Standard Shopping campaigns with few ad groups, few products and manual
8 Google Shopping Campaign Structures Using Priorities (Advanced) Read More »
Intro Let’s say you’re done with P-Max. You’re tired of the inability to see search terms. You’re sick of the sudden spend spikes on Display/Video. Now you’re asking yourself: What do you need to know? Where can you mess up? How do you transition from Performance Max to Standard Shopping? We’ve already covered why you
How to Migrate from P-Max to Standard Shopping Read More »
Google Shopping feed optimization is something that most advertisers ignore. It hasn’t been prioritized by most, and many have seen great results over the years (and even greater since Smart Shopping came for a lot of advertisers). But ignoring your feed means leaving money on the table. When Google Shopping just got to the market,
Shopping Feed Optimization: A Prioritized List of Improvements to Your Feed Read More »
Summary My opinion: Performance Max is a paradox. The advertisers who would get the most out of Performance Max are less likely to use it, and vice versa. Performance Max replaces Smart Shopping, but it is much more than another type of Shopping Campaign. It’s not a direct replacement, but rather a brand-new version 2.0.
Performance Max: An in-depth look at the Ins and Outs Read More »
Summary Performance Max is a misunderstood campaign type Most tactics people are told to improve performance have a negligible effect Learning to ascertain a good tactic from a bad tactic is more important than ever You can, and should, optimize Performance Max campaigns to get more out of Google Ads Intro Content about Performance Max
6 Performance Max Claims That Have No Basis Read More »
