Insights to optimise your Google Shopping campaigns at peak

Matthew Carlton

At peak trading periods retailers need to think seriously about how they can optimise all parts of their media spending, including via the Google Shopping service.

Back in 2017, Google ran into some problems in Europe when it was fined €2.4 billion by the European Commission for giving its own online shopping services top priority in search results. Since then it has rejigged its operations to increase competition in this space. Retailers across the European Economic Area (EEA) and Switzerland are able to participate in its Shopping ads program through one or several Comparison Shopping Services (CSSs). These include several approved by Google which also have a favourable Cost-Per-Click (CPC) offer.

One such is Productcaster, whose commercial director, John Readman, explained at ad:tech London...

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