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How does bidding and what not work?

6:48 pm on Mar 10, 2013 (gmt 0)

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I just uploaded a feed for some products. I haven't done this in years back when it was free and ftp only.

I am approved for product ads at the moment and waiting on shopping to be approved (upc issue).

My question is how does the actual bidding work? I now have a product ad listing in AdWords, however, it is different than your normal campaign. I was under the impression that Google used the words and what no in your feed to determine what is shown. Do we actually bid on keywords through this new campaign in AdWords?

At the moment I have 'My Product Listing Ads' as a campaign then 'Ad Group' under that and finally 'Product Listing Ad'.

I'm a little confused as its not the same as regular AdWords. Not to mention I have multiple products submitted so if you do bid on keywords then why is there not more than one - how do you tell it which product?

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