30min Video + PDF slides
Search term-based strategies for Google Shopping
Google Shopping is on the rise. Paid search is shifting, with more money and attention moving to Shopping. The challenge for advertisers is that Google Shopping doesn’t play by the familiar rules of AdWords. It works in a fundamentally different way, and has to be managed differently. This can be a little scary for advertisers.
But there is a real incentive to put some effort into developing a strategy for Google Shopping. Most of your competitors have no idea that they’re doing in this space, so if you’re even a little bit thoughtful or inventive you will gain a serious competitive advantage. As a result, we see a wide range of approaches being developed, some good and some bad.
From these approaches, one winning philosophy has emerged, and the people who are totally dominating Google Shopping are using variations on this. At its most basic, it’s about manipulating account structure to create ad groups that are made up of search terms, not product groups.
PPC Caesars Award international winning case 2017 (2nd speech most voted by participants).
David Walker is an experienced online marketing professional and recognised expert in the space, with over eight years of experience in all forms of online marketing (PPC, SEO, Social, Conversion, RTB, Email). A graduate of the LSE and Trinity College Dublin, Dave is Co-Founder and Director of the strategic search marketing platform – Segmatic, re-branded from Subrosa. Prior to this Dave was Head of Conversion, Ad Operations and Real Time Bidding at Paddy Power, having begun in Paddy Power as a PPC Manager.
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