Taking Google Shopping to the Next Level

In Google Shopping you bid on products, not keywords, so a generic query like "running shoes" costs you the same as the exact model name. Martin Roettgerding works at a German agency that runs Google Shopping for many retailers. In this talk he shows how to get around that limitation, starting with a client whose revenue tripled after Easter once they applied it.

You'll learn why, in Martin's data, a query containing a brand name is worth about three times as much as one without, and why queries for a specific product are worth even more. Martin explains step by step a strategy of three campaigns with the same products that use campaign priorities and negative keywords to split queries by value, so you can bid differently on each type. He adds where to get the list of brands and model numbers from your product feed and why you must not forget a shared budget.