Shopping Feeds

Mike Ruins Bidding on Products in Shopping Campaigns

What’s the one thing you would change about Shopping campaigns if you could?

Did you immediately think “to be able to use keywords like regular Search campaigns?” If so, you’re not alone.

When Google rolled out their new Shopping campaigns back in 2013, they told all of us to “create product groups for the items you want to bid on.”  The frustration with this was that it took away control of the queries our ads would show on; similar to using pure broad match keywords in Search.  Our only hope was to repeatedly add negative keywords to try and cut out any queries the Google brain was matching to our products.  Even then, you may have a good idea of which products were showing on which queries, but you didn’t know exactly.

Product Feed Management 101

I can’t tell you how many times I’ve heard retailers tell me that managing their Product Feed is one of the biggest challenges for their business. They are often referred to as “hard”, “confusing”, and drain countless hours of internal resources. At times, sure, a feed can be all of these things, but now there are several Feed Management Platforms that can help retailers combat all of the above, in real time.