Your Google Shopping Campaign Strategy: Targeting Brand vs. Non-Brand Terms by @bethany_bey

More and more advertisers are shifting budgets towards Google Shopping campaigns due to PLAs’ lower CPC and higher conversion rates. However, compared to text ads, advertisers have less control when it comes to PLAs. If I’m running a text ad for my product Nike Air running shoes, I can enter keywords into my ad groups and use match types to control exactly when my ads will show. For example, [nike air shoes] will only show for that exact search term. You don’t have that same level of control with PLAs. Instead of bidding on keywords, you’re bidding on products. Google […]

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Your Google Shopping Campaign Strategy: Targeting Brand vs. Non-Brand Terms by @bethany_bey

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