Course Description:

Building your campaigns is hard work but managing and maintaining your shopping campaigns over the long haul will be harder. It’s very easy to know what to do when things are going great. What do you do when things go off the rails? Duane combines 9 years of experience managing and working on shopping campaigns for global brands and agencies into this course. He has run shopping campaigns in 35+ countries across North America, Europe, APAC and Australia and seen the good and bad from shopping ads. Do you know what to do when things go wrong?

From ecommerce to direct-to-consumer (DTC) brands and even 3rd-party retailers. Managing your shopping campaigns is as unique as your business. Making sure you understand what you sell and how those products impact your shopping campaigns is key to your long-term success. No longer can you simply throw up your shopping feed, launch some campaigns and just let it run, unless you want average performance that is. This course is about showing you the different ways we manage shopping campaigns for clients as well as the systems and processes we use to stay on top and keep success going. Competition comes and goes, Google makes changes and doesn’t always announce it and someone on your team picked the wrong feature and performance went off the rails. Our Shopping Campaign Structure and Management class is all about giving you the tools to be successful and make sure you can stay one step a head of everyone else.

Topics Covered:

Campaign Settings
Campaign Structure
Bid Strategies
Negative Keywords & Search Term Report
Shopping Feed (A/B) Testing
Shopping Remarketing: Standard & Dynamic
Scaling Shopping Like You Own The Space
Channel Strategy
Smart Shopping Campaigns
Shopping Seasonal Products
Shopping During Black Friday & Major Buying Holidays
Shopping for High-End Brands or Small Budgets
Promotions & Price Drops
Now Available: Performance Max
- The difference between Smart Shopping Campaigns and the new Performance Max
- Transitioning your Shopping Campaign knowledge into Performance Max
- How to build your first Performance Max campaign
- Campaign Reporting, the ins and outs of understanding PMax
- Best practices and tips on ad creative, audience signals, and hidden settings

What’s Included:

A collection of 14 videos (approximately 1 hour and 40 min of content) for Shopping Campaign Structure and Management
Now Available: A collection of 5 new videos (approximately an hour of content) covering Performance Max
Shopping Campaign Structure and Management Slide Deck
Now Available: Performance Max Slide Deck

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