Shopping campaigns are a format in which a product is displayed with an image, name and price directly within the results. Their distinctive feature is that keywords are not set – the system matches queries according to the data in the product feed. The feed is therefore the main lever of performance: precise names with brand and type, correct categorisation, quality images without watermarks, complete parameters, and an up-to-date price and availability. Control on the campaign side consists mainly of splitting the assortment by margin and performance, so that the most profitable products get a larger share of the budget, and in using negative keywords against irrelevant queries. Track performance at the level of individual products, not campaigns – the differences between items tend to be multiple-fold.
See also: Product feed, Margin and discount promotions, Price comparison website.
