PAID MEDIA
PRODUCTS INVISIBLE WHERE PEOPLE BUY?
Shopping campaigns start in the feed, not the platform.
Which auctions your products even enter is decided by your product feed - titles, attributes, categories, price competitiveness. We treat the feed as the campaign, because it is.
Google decides which auctions your products enter by reading your feed. Most feeds are an ERP export nobody has ever rewritten - product codes for titles, missing attributes, categories guessed by a system that had other priorities.
Fixing that is unglamorous and it moves everything, because a better feed enters better auctions before a single bid changes.
What chasing ROAS actually looks like
For Office National, we married data from the back end of their own systems with Merchant Center to identify the top revenue products - then married that with Google Ads and analytics data to find exactly where the highest ROAS was available. On top of it we layered seasonality: previous years' trends plus live search trends across tens of thousands of terms, so promotions ran proactively, ahead of demand, instead of reacting to last month's report.
That's the difference between "managing the Shopping campaign" and managing the economics behind it. SEM revenue rose 76%. The data plumbing that makes this possible is a service of its own.
Where we earn our keep
- Feed quality: product titles and attributes rewritten for how people search, because the feed decides which auctions you enter.
- Revenue-led prioritisation: budget weighted to the products your own sales data says deserve it, not to whatever the account inherited.
- Seasonality mapped: promotions timed ahead of demand from real trend data, not from the retail calendar taped to the wall.
- Structure with intent: campaigns split where it improves control, brand traffic separated so nothing takes credit it didn't earn.
- Measurement that holds up: ROAS judged against your revenue numbers, not the platform's attribution window.
The platforms reward operators who feed them well. We're good at feeding them.
Questions we get asked
How much does the product feed really matter?
It's most of the game. Titles, attributes, categorisation, and price competitiveness decide which searches your products appear for at all - before bidding gets a say. A feed exported straight from the ERP and never touched is the single most common reason Shopping underperforms.
Which products should we push?
The ones the revenue data says to push - which usually isn't the ones someone's gut says. We marry back-end sales data with Merchant Center and analytics to find where the highest ROAS is available, then weight budget accordingly.
Can you handle seasonality?
It's one of our favourite levers. Previous years' trends plus live search trends across tens of thousands of terms let us promote ahead of demand instead of reacting to last month's report. Retail calendars are predictable; most Shopping accounts just don't use the prediction.
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Want this handled properly?
Tell us where you're at. We'll tell you what we'd do - and what it costs.