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?