Jul 15, 2020

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Optimizing a Paid Search Campaign

by Cathal Melinn

Posted on Jul 15, 2020

If you're planning to do any kind of retail ecommerce, you need to know how to optimize your campaigns by using Google Shopping - the number one player in retail shopping. It's a very visual way of doing eCommerce, as each visual ad on Google will show your product and price, linking directly to your store (via an XML feed), and will take a customer directly to your store when they click on the ad.

There are two main elements to setting up Google Shopping and these will be covered in the videos below.

The first element is your eCommerce store.
The second element is your XML feed which links that store to Google - through the intermediary tool of Google Merchant.

Once you have your store up and running and the XML feed working with Google Merchant, then you can start running Google Shopping campaigns.The final video below looks at other search networks you might run ads on - Bing and Yahoo! Gemini.

1. Google Shopping and Google Merchant Center

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2. Walkthrough: Google Ads Merchant Center

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3. Creating and Optimizing Shopping Campaigns

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4. Walkthrough: Google Ads Shopping Campaigns

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5.Other Search networks

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Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes 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 optimization. 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 too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

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