The feed is the campaign
Shopping has no keywords. Google decides which searches you show for by reading the product feed, so feed quality is the lever that moves everything. We rewrite product titles to lead with the terms buyers actually search, fix GTINs and product types, and add the attributes that unlock more queries.
A clean feed also lifts the Shopping conversion rate, which averages around 1.9%. Small title and image fixes often move impressions more than any bid change.
- Title and attribute rewriting for search coverage
- GTIN, product type and Google category fixes
- Custom labels to split by margin and bestseller status
- Promotions, sale price and review feed setup
Structuring spend around margin
Most Shopping accounts spend evenly across the catalogue, which quietly funds low-margin products. We split campaigns by margin and intent using custom labels, then set target ROAS so budget concentrates on the products that actually make money.
For one DTC supplements brand, restructuring around margin and tightening the feed moved return on ad spend from 2.4:1 to 4.6:1 in a single quarter.
Shopping, Performance Max and where they meet
Performance Max now carries most Shopping inventory, and it blends Search, Display and YouTube. We decide per account whether standard Shopping, PMax, or both belong in the mix, and we use PMax channel-level reporting to see where the money actually goes rather than trusting a black box.
Common questions
Treat 4:1 as strong and 2:1 as roughly break-even, then adjust for your margins. A high-margin brand can profit at 3:1, while a thin-margin retailer may need 6:1 or more. We set a target return against your actual margins first, then bid Shopping to hit it.