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And just like a search campaign, we have goals. So our goals can be sales leads traffic as always, and it will optimize towards those goals. And we have just have to choose the correct one.
Optimizing your shopping campaign is a little bit different than optimizing a standard search campaign because you don’t have keywords that you choose. The keywords and the searches are driven automatically through the relevance of your feed by Google. So if you have keywords in your product title or lots of keywords in your product description, Google will use those indicators to match them to the searches as people search.
This is how we optimize our feed essentially for our searches:
To widen the reach of your shopping campaigns, we can use things like showcase ads. A showcase ad is a selection of your products that can show up. It allows you to show multiple products that might be of interest to one searcher, such as related searches or related products. You can build that old one out and they can scroll right to left and see is there anything within that showcase that that they would like to click on and buy.
So they require specific showcase ad type which can be created in the campaign. But will require a header image of 1080 X 566. So that’s a consideration. And if we do want to optimize for visuals and our performance, we need to put all the key messaging within the frame because sometimes things get reduced down. So all the key messaging has to be within the 768 to 402 range. Now they’re pixels dimensions, because even though this is search, there is an image aspect to it. It is search because of the triggering.
That’s why this is search and not display. It’s not about the ad format, it’s about what triggered the ad that determines what type of advertising it is. So even though we’re talking imagery here, it is, essentially, a search-based ad.Back to Top
Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.