Shopping campaigns have fewer levers than search. There are no keywords to bid on — Google decides when to show a product based on the data you send. Which means the feed is the campaign, and feed quality is where almost all the performance lives.
What we handle
- Merchant Center setup and policy compliance
- product feed structure and enrichment
- campaign structure and bidding
- disapproval diagnosis and fixes
- profitability analysis by product, not just by campaign
The feed is the targeting
Titles matter most. A title reading "Model 4B" tells Google nothing; "Bosch Cordless Drill 18V 4B with 2 Batteries" tells it what queries the product belongs in.
Beyond titles: correct product type and category, accurate GTINs where they exist, all available attributes, and images that meet the requirements. Missing attributes silently reduce where a product can appear.
Data quality problems that cost money
Prices that disagree between feed and landing page cause disapproval. Availability that lags real stock spends budget on things you cannot ship. Missing GTINs limit eligibility. Overlong titles get truncated at the point that mattered.
Most underperforming Shopping accounts have a data problem, not a bidding problem.
Structure
Splitting campaigns by margin or product priority lets you bid differently where economics differ. Your best-selling product and your highest-margin product are frequently not the same, and a single campaign treats them identically.
Profitability, not ROAS
A campaign-level return figure hides that some products lose money on every sale. We analyse at product level, because that is where the decision to raise, lower or exclude actually gets made.
Products that consistently lose money should be excluded rather than optimised indefinitely.
German market specifics
Price comparison is intense and shoppers check delivery cost and time before clicking. Accurate shipping data in the feed matters more here than in less price-transparent markets.
FAQ
Why are products disapproved?
Usually price or availability mismatches, missing GTINs, or policy issues with the landing page. Each has a specific fix.
Do we need a feed tool?
Not for small catalogues. Above a few hundred products, one saves substantial time.
Can Shopping and Search run together?
Yes, and they usually should. They capture different moments.