If you work in ecommerce paid search, then having a working knowledge of Shopping Ads is essential for keeping up with the competition.
This chapter is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these three components to Shopping Ads:
- Feed Setup & Management
- Campaign Setup
- Ongoing Optimizations
Feed Setup & Management
Because Shopping Ads are automated based on data you send to the engines, shopping feeds are crucial to success in Shopping Ads.
For feeds to work as needed, you need to send the feed with a feed provider (or do it yourself) to Google/Bing Merchant Center, after which you need to link those to the engines so you can actually advertise them.
What are you actually doing in Google Merchant Center?
You are sending your product data to make a feed according to specifications (make sure you get required fields completed, and add as many recommended fields as possible): – Read more