In this episode of What’s Working in Ecommerce, 15+ year PPC expert Josh Whelan talks about what it takes to win in Google Shopping for e-commerce, all the way from the basics to advanced tips.
Click below to listen to the audio podcast or watch the video of the episode.
Timestamps
0:00 Intro
0:27 How Josh started in PPC
1:22 Collaborating with “competitors”
1:57 Why Google Shopping
2:55 Google Shopping Setup and Optimization Steps
3:45 Using data to scale your Google Shopping campaigns
4:09 Best Google Shopping ad account structure
5:16 Setting your Google Shopping bids
5:58 Setting up Google Merchant Center Feeds for Google Shopping
7:12 Should you use multiple product feeds for Google Shopping?
7:30 Google Search vs Google Shopping (& your broader marketing strategy)
10:00 Keywords and Google Shopping
11:00 How SEO relates to Google Shopping
12:14 How to Optimize Google Shopping Campaigns (& how not to do it)
16:00 Optimizing Google Shopping ads (tutorial)
22:00 Setting automated ROAS targets in Google Shopping
24:30 Negative Keyword Lists
26:00 How to increase impression share in Google Shopping
29:46 Should I use Smart Shopping? (Pros & Cons)
31:30 How to get started on Google Shopping Ads
You can find Josh at littlewolfdigital.com. (As I mention at the end of the episode, he subcontracts on our client accounts, too!)