With Google Shopping now the go-to search ad type for retailers, this guide shows how campaigns on the platform should be set up and optimised for maximum returns. Traffic from Google Shopping ads often comes with higher purchase intent, and so any ecommerce business should consider it an essential part of its digital marketing strategy.

This guide covers product feed structure, differences in query matching vs. traditional search ads, the full variety of ad formats, local inventory ads and how to combine this with search to ensure in-depth keyword coverage.

This report is part of Econsultancy’s Paid Search Best Practice Guide and has been created with the help and frontline insight of expert paid search practitioners to help marketers succeed in their paid search strategy.

The paid search guide is valuable for anybody working in digital marketing, looking to appoint a paid search agency or simply trying to secure better results from their PPC advertising.

For the other chapters in this guide see Econsultancy’s Paid Search Best Practice Guide hub.