Does Google Shopping Query Filtering Still Work in 2020?

google shopping query filtering strategy

Nearly 6 years ago, I watched a video of Martin Roettgerding (who would later become my friend) giving a presentation on a brilliant strategy he had devised to better control Google Shopping campaigns. I tested this in our ZATO accounts, developed my own process for building it out and managing it, and then recorded my walk-through on Search Engine Land in a massive 4000+ word post: A Step-By-Step Guide To Query-Level Bidding In Google Shopping. I wanted to re-release this content for you on the ZATO blog (giving proper credit to the original post, of course), with learnings from the past 5-6 years since we began using this Shopping campaign strategy.   TL;DR: A *lot* has changed in the world of Google Shopping, but we continue to find value in filtering queries (some call it “query sculpting) into the correct campaign for better bidding and budget control in your account …

What is Automated Bidding and Who Should Use It?

Editor’s Note: This is a guest post by Corey Braccialini of HubSpot. Read more about Corey in his biography at the end of the post. Happy reading! The days of making an educated guess on how much to bid on your keywords and manually adjusting are behind us. With the help of machine learning, advertisers can take advantage of the wealth of knowledge that exists within the Google universe and use it to drive a stronger return on your paid ads investment.  But let’s be honest – there are a lot of different automated bidding types to choose from. And choosing the wrong one can seriously hurt your advertising performance. Let’s explore what automated bidding is and how to use it to maximize your paid ads on Google.  The insights included in this article are taken from HubSpot Academy’s free course on Paid Media Strategy, created in partnership with ZATO.  …