Google recognised that retailers needed greater flexibility in how they structured their Product Listing Ad (PLA) campaigns. If you used the previous format, you may have found it restrictive and that it often resulted in inefficient product groupings. Google's solution? Shopping campaigns. This new way of managing PLAs includes more granularity and better control over bids.

To help you get the most out of your Shopping campaigns, we've compiled six essential tips you'll want to have on your radar, including:

• Ensuring your data feeds are up to date
• Adding negative keywords
• Taking advantage of Google's new benchmark tool
• And more!