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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 digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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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.