Start by getting to know Mai Molina, who tells you about how she took the leap from architecture to digital marketing. She also explains what led her to make that transition and shares some of her influences.

Jump into the e-commerce universe and analyze sector-specific ads by identifying their characteristics, what they have in common, and how they differ from one paid platform to the next. Find out what a data feed is and see the key attributes that represent the building blocks of any online catalogue.

Learn how to upload your products to Merchant Center, Google’s free catalogue management tool, and set up your account. Mai then shows you how to create and configure a Google Ads campaign in a few simple steps. Discover how to group products from your catalogue to get a variety of segmentation options and explore the differences between smart shopping and standard shopping campaigns.

Next, create an advertising campaign on Facebook and upload your catalogue to the Business Manager. Run a few tests on Facebook Ads and change product groups to show different categories to different audiences.

To tie everything together, learn how to understand and interpret metrics from Google Ads, Facebook, and Instagram Ads. Mai also explains a series of strategies for optimizing results by segmenting or increasing budget and visibility only for profitable products.