Feed management
You'll want to ensure this merchant center attribute is accurate, descriptive, and tells potential customers exactly what your client's product is.
Product Title
If your client sells a small number of products, you can use these for a granular ad group structure.
SPAGs.
Google's campaign type that uses to machine learning to automate bids, targeting, and placements for Shopping ads.
Smart Shopping
An ad group that contains only one product.
SPAG.
If you spend $100 to sell a $50 product, this is your ROAS.
2
This feature allows you to create promotions that can be featured in your Shopping ads.
Promotions
In a gold pan structure, your Generic campaign will usually use this priority.
High
These mobile-only Shopping ads let you show a collection of products as opposed to an individual product.
Showcase Shopping ads.
A multi-campaign Shopping structure that uses negative keyword lists and shared budgets to isolate specific search terms.
The Gold Pan Technique.
In a gold pan structure, you'll generally adjust your bids this much for a Brand campaign
+15%-35%
Use these to add extra values, like custom labels, based off of existing data.
Feed rules.
This will happen to your Brand campaign if your Gold Pan structure doesn't have a shared budget.
Brand campaign will pick up non-brand terms.
When using Smart Shopping campaigns, they automatically assume this priority.
High.
The terrifying phenomenon where a handful of products run away with the majority of your Shopping spend.
The Mob Effect.
You can use these types of Smart Bidding strategies for Shopping campaigns.
Maximize clicks, Target ROAS, eCPC
You'll need to use this value to run a promotion that applies to a specific subset of products.
Promotion ID
You can't use these types of audiences in conjunction with a Shopping campaign.
In-market.
Showcase Shopping ads don't allow you to use this feature associated with standard shopping campaigns.
Priorities.
If your client doesn't have a recognizable brand or brand name, you'll want to use these kinds of search terms for your gold pan.
High-performance search terms.
When using filters to set bids in your Shopping campaigns, you'll need to use this value that you normally wouldn't with Search campaigns.
Max. CPC
Your products will expire and no longer be served if they aren't refreshed at least this often.
Once every thirty days.
Creating a separate campaign for these kinds of audiences can help with search term management.
Google is rolling out this new service to compete with Amazon and let people buy retailers' products directly from Google.
Google Shopping Actions
You'll want to use a a Gold Pan campaign structure with three campaigns if you sell these kinds of products.
Devices or appliances.
Showcase shopping ads use this kind of bidding model.
Cost per engagement