Your Ideal Shopping Campaign: The Critical Segmentation Decision
Columnist Carrie Albright lays out the considerations for shopping campaign structure, including the pros and cons of brand, category, and product segmentation. Although Google Shopping campaigns have officially been widespread for over a year (and Bing is catching up quickly), the fine art of structuring and optimizing Shopping campaigns is still a mystery to many. A common first step is to simply create an “All Products” campaign to test the waters and get a few ideas for how your feed actually performs. But where to go from there is a crucial decision, and a…
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