Implementing Shopping Campaigns for Paid Search

Chapter 2 of Paid Search Enhancement and Integration

Successful shopping campaigns rely on a number of factors including assigning priority levels, choosing the right campaign structure and being able to measure performance. This chapter looks at best practice techniques for implementing Shopping campaigns.

By Econsultancy

23 minute read

Getting the most out of Shopping campaigns relies on several factors, and a thorough knowledge of campaign structures. This chapter discusses best practices for implementation of both Google and Microsoft Shopping ads. It covers:

Campaign priority levels: How does this feature of Shopping campaigns work, and what strategies can advertisers use to make the most of it?
Campaign structures: What are the different approaches to campaign structuring, and what are the strengths and weaknesses of each type?
Measuring quality: Google’s Quality Score is not applied to Shopping campaigns, so what metrics can advertisers use instead to measure success and feed quality?