Google Shopping
Google Shopping ads are won in the product feed, not in the campaign settings. Titles, attributes, images and stock accuracy decide what you appear for, and most feeds are exported once and never looked at again. The feed is fixed first and the campaigns managed second.
The work
What Google Shopping ads involve
The feed does the targeting
You cannot bid on keywords here. Google matches searches to your products using the data you send, so the product title is effectively your keyword list. Titles are rewritten to the pattern buyers actually search in, the attributes that matter for your category are filled, and availability and price are kept accurate so listings are not disapproved.
Campaign structure and bidding
Products are split so that your margin and your best sellers are not bidding at the same rate as the long tail. Custom labels separate them, the products that never convert are excluded, and bids are set against what each group is actually worth.
Questions
Common questions
Why are our products disapproved?
Usually a mismatch between the feed and the landing page on price or availability, or a missing required attribute for the category. Both are fixable, and both recur if nothing keeps the feed current.
Can we choose keywords for Shopping?
Not directly. You influence what you appear for through the product data, which is why the feed is where the work goes. Negative keywords are still available and still worth using.
Do we need a separate feed tool?
Not always. Many platforms export an adequate feed and the gap is in the data quality rather than the plumbing. Where a tool genuinely helps, that will be said.
How does this sit alongside Performance Max?
Performance Max absorbs Shopping inventory and gives you less visibility over it. It can work well with a strong feed, and the feed still comes right before control is handed to it.
Services
Related to Google Shopping ads
Google Ads management
Google Ads managed across Search, Shopping, Display and Performance Max, with costly defaults switched off and tracking tied to real enquiries.
E-commerce marketing
Online shop marketing that covers the whole path to purchase: product search visibility, shopping ads, stronger product pages, email and retargeting.
Amazon advertising
Amazon listings strengthened first, then sponsored campaigns structured and managed to cut wasted spend and lower your cost per sale.
Product photography
Consistent product photography for online stores, catalogues and advertising, covering every angle, detail and in-use shot a buyer needs to decide.
Online shop systems
Online shops planned and built around how you operate, with stock, product updates, orders and accounts connected so the shop runs smoothly every day.
PPC management
Pay per click accounts managed every week: searches refined, bids adjusted, ads tested and wasted spend cut, with reporting you can check yourself.
Start a conversation
Send over your feed or access to your Merchant Center account. You will see how many products are being rejected and what the titles are costing you.
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