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In episode 2.8 of Marketing Scoop we have a special guest who shares a digital marketing success story - specifically how the brand Garden4Less enhanced their paid search campaigns through keywords from Google Shopping. This episode’s special guest is Jonathan Catton, a Paid Media Consultant at Hallam. Some of Jonathan’s achievements at include helping to develop some of the Hallam’s automated solutions; creating great reporting and delivering great results for his clients. Here's what we discuss: 2:26 Who are Garden4Less? 3:10 How does a challenger like Garden4Less compete with bigger existing players in the market? 3:59 What are you doing with keywords from Google Shopping and how do you use them in Paid Search? 4:44 Is this something that every e-commerce site should be doing? How common is this technique? 6:08 With dynamic ads is it true that you don’t need to know about your targeting beforehand? 6:42 Can smaller e-commerce stored apply similar techniques? 8:00 What learnings from other clients did you take into this campaign? 12:31 Is the future of paid search purely AI-driven or will keyword management still have an important part to play? 14:20 Where can our audience go to find out more about paid search scripts? 17:00 What success stories from other clients can you also share? 18:30 How do you cope for the big seasonal fluctuations in a business like Garden4Less? 20:56 How do you maximise your clients’ ROI and incorporate other forms of digital marketing into the mix? 22:25 What would you advise regarding best practice retargeting practices? 24:20 Is it always bad practice to keep retargeting someone after someone has made a purchase? 26:09 Jonathan shares his final actionable tip