Shopping ads that start with a clean product feed
Shopping campaigns are won in the product feed, not the campaign settings. Most retailers optimise the wrong one.
Connect the audience, the message and the page they land on.
- Right audience
- Relevant advert
- Focused landing page
Spend, response and enquiries, considered together.
Why does the product feed matter more than the campaign?
You cannot choose keywords in Shopping. Google decides which searches your products appear for by reading your feed. So the titles, product types, attributes and images in that feed are effectively your keyword strategy.
A product titled "SKU 4471 Blue" will not appear for anything useful. The same product titled with brand, type, colour and size will. Feed work is the highest leverage change available in Shopping.
Structuring for profitability
Not every product deserves the same bid. Splitting campaigns by margin and by performance lets you bid up on what makes money and down on what does not, rather than averaging across the catalogue.
Often, since Google increasingly routes Shopping inventory through it. The trade-off is reduced visibility into where spend goes. We use it with strong asset groups and exclusions rather than handing over the budget and hoping.