You cannot run useful Shopping campaigns on a broken feed. Before any campaign work, we audit your Merchant Center: disapprovals, suspended products, attribute coverage, GTIN validity, image quality, structured data on the site itself. It is rarely glamorous and almost always the highest-leverage step.
Google's Shopping algorithm reads titles aggressively. A title like "Black Hoodie" loses to "Acme Heavyweight Cotton Hoodie, Black, Men's, Size L" — even before bidding enters the picture. We work with your team to set up title templates that respect both the algorithm and the brand voice.
Product type, Google product category, brand, GTIN, condition, availability, shipping. Each one shapes how your products are matched to queries. Missing or wrong attributes mean impressions you never receive.
The classic structure: campaigns and ad groups divided by product hierarchy, with manual or semi-automated bidding. Slower-moving, but it gives you full control over what spends and what doesn't. Useful for accounts where Performance Max is overkill or genuinely unsuitable.
Most of our retail clients now run Pmax for the bulk of their Shopping traffic, with Standard Shopping retained for specific catalogues or new-product launches. We use brand exclusions, listing-group structure and asset groups to keep Pmax from over-spending on either branded or saturated segments.
Bestsellers, mid-tail and new products each behave differently. A single campaign treats them all the same and starves the long tail. We typically split products into lifecycle buckets, with budgets and bidding goals appropriate to each.
We do not work with dropship arbitrage accounts, counterfeit or grey-market goods, or stores that misrepresent shipping, returns or pricing. These run into Google's policies sooner or later, and the agency that helps them get there is not doing them a favour.