Overview

Shopping Brand Campaigns are product listing ads that appear when users search for your brand name or branded product terms.

Very similar to Search brand campaigns but this time with Shopping.

The difference is, Shopping is predominantly a visual platform. ROI… it’s the highest performance channel in Google’s ad platform - so nailing your brand search here is crucial.

Remember for online shopping, seeing the product is super important, it helps people feel confident about what they're buying.

Shopping brand campaigns also help because they show multiple products at once.

Instead of the customer wondering "Should I buy from this brand?", they start thinking "Which of these products should I buy?" This small change in thinking makes people much more likely to buy something.

Purpose

• Capture high-intent traffic from users searching specifically for your products
• Defend your brand space in the shopping results
• Provide a visual showcase of your products to interested users
• Maintain high ROAS on branded traffic

Let’s go through the campaign set-up:

Campaign Setup

Campaign Type:

• Standard Shopping campaign (not Performance Max)
• Set higher priority level than non-branded shopping campaigns

Targeting Strategy:

• Use inventory filter to include all products
• Use negative keywords to prevent overlap with non-brand campaigns

Bidding Strategy:

Feed Optimization:

• Include brand name in product titles

• Optimize titles with most important attributes first

• Ensure complete product data (gender, color, size, material, etc.)

• Add all relevant product attributes and custom labels

• Submit high-quality product images

• Start with Manual CPC for maximum control

• Set higher bids for top-selling products

• Consider Enhanced CPC once you have some conversion data