Google Shopping Advertising online live. 9th April 2021

This course is designed to help you understand the latest best practices to jump-start your campaigns.


When Froogle became Google Shopping in 2012, it was quite straightforward for advertisers to achieve a high ROAS, mostly owing to reduced competition and lower CPCs. Fast forward to 2019 and product listing ads (PLAs) are more competitive than ever, with a variety of tested strategies and structural techniques that give advertisers the edge.

This course is designed to help you understand the latest best practices to jump-start your campaigns. We’ll be splitting the training into 4 key areas that cover the span of Shopping campaigns, going from the overarching principles, through optimising a feed, to building campaigns and ongoing management to drive incremental gains.

Course content

Principles of Google Shopping

Delving into its origins, debunking common myths surrounding the behaviour of PLAs, vital understanding of answers to questions such as:

  • Why do 2 of my identical products have drastically different performance?
  • Why is my bounce rate so consistently high?
  • How is my competitor able to bid so aggressively and maintain profitability, when I can’t get visibility at all, despite bidding 5x the benchmark CPC?

Feed Optimisation

A shopping campaign is only as good as the feed which powers it. We’ll take you from the basics of getting your products approved and enriching your data quality, to ongoing product attribute testing to ensure you can rank for terms that vital to your business. You’ll learn how to optimise for:

  • The platform (getting approved, and liked by Google and Bing)
  • The human searcher (titles, descriptions, imagery)
  • Efficient campaign management (custom labels, product categories)

Note – you do not need to learn to code in order to produce a high quality shopping feed. We’ll talk about Merchant Centre, Feed Rules & Supplemental Feeds, but give you a toolkit to speak to developers/third party plugins as required. Bring along your feed and we’ll critique it as a group (only if you want to!).

Campaign Structure

Structure will uncover a variety of techniques spanning account settings, down to the layout of ad groups and product groups. Whilst there is no set structure that will work for all advertisers, we’ll guide you on a framework for how to choose the best one for your business. Query sculpting has fast become a dominant structure since 2014 and is one that many PPC professionals first turn to. We’ll be running through a quick refresher but concentrate on some advanced applications, including single query ad groups and automated approaches to sculpting queries.

Ongoing Management

In this part of the course, you will learn how to get the most efficient performance to meet and exceed business goals, continuously improving as you seek to scale up performance.

  • The effectiveness of automated bidding (and when not to use it)
  • Using custom labels to greater predict conversion rate
  • Running shopping as part of a larger channel strategy

We’ll also share some tips for improved performance and visibility, looking at how to best use promotions and price-drops to your competitive advantage.

And maybe some more

To round up the journey, we’ll look at some alternative but related campaign formats, such as Showcase Ads, and how they should fit into your strategy. We’ll touch upon the use cases for Showcase Ads, and what the data is telling us about them now. We might even share a script or two, to make things a little easier to manage. The course content is bespoke for this day and it’ll be up to date. If things change in the meantime, we’ll bring you the latest.


Your Instructor


Duane Brown
Duane Brown

Duane has been called a digital nomad by friends after living in 6 cities across 3 continents and visiting 40 countries around the world. After leaving Toronto, Canada in 2011 to gain an international view of the world, he has worked for Telstra in Australia and brands including ASOS, Mopp (bought Sept. 2014), Jack Wills and Grant Thornton while in London, UK.

After London, Duane went traveling in Asia for 10 weeks and then came back to Canada and got a job with Unbounce. That job allowed him to work on more PPC landing pages than any marketer in the world. He now lives in Montreal, Canada helping ecom & SaaS brands grow through data, CRO and marketing.


Course Curriculum


  We will cover the following topics over the day
Available in days
days after you enrol

Frequently Asked Questions


How is the ONLINE LIVE training structured?
We’ve opted to mirror our in-person format as much as possible, so your training will take place over one day. This means you only need to book one day away from other commitments, and can really get into the subject matter.
How is the ONLINE LIVE training delivered?
The online training will be delivered over our webinar platform so you’ll be able to see and hear the trainer (much like a Zoom call) along with their training materials, slides and screen shares. You’ll be able to participate and ask questions etc via your mic or the on screen chat, and depending on the course, your trainer may also make use of web-based online collaboration tools.
When does the course start and finish?
The standard times for our online training are 10am - 4pm (UK time). This may vary slightly from course to course, and if so your trainer will be in touch with specific timings.
What will I need?
To participate in the live online workshops you will need a video conferencing set-up on your computer - ie a computer with speakers / headset and mic. Our webinar platform recommends an ideal connection speed of >10mps, and ideally on a hardline/ cabled connection (rather than over wifi), which offers increased reliability. We’re aware that you will probably be in your day-to-day workspace. We recommend that you put your Out of Office on, and resist the temptation to check emails throughout the day so you can get the most out of the course.
Will the session be recorded?
Yes, the session will be recorded, and be available for participants to view for 30 days after your training. The recorded material from your training may also be used in other training packages in the future. For more information on this, email [email protected]
What if I am unhappy with the course?
Just like our face to face training courses we want you to be completely satisfied with the course. If you are unsatisfied with your purchase, contact us within 15 days of your course and we will give you a full refund.

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