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Google Shopping Strategies for 2024 Viewing the increasing automation of Google Ads campaigns and the spread of black box campaigns such as Performance Max, you might loose important control options. This is why specifically planned campaign structures are becoming increasingly important in order to improve the efficiency of campaigns. But what is the optimal structure? Should it be centered on brands or product categories? Is it advisable to design separate campaigns for top sellers? By using practical examples, we will discuss various options and analyse their advantages and disadvantages.