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Retail / Ecommerce

Google Shopping Campaign Overhaul

Restructured a flat Shopping feed into priority-tiered campaigns, cleaned the product feed, and cut wasted spend with a search-term-driven negative list.

-35%ACOS
+65%ROAS
TieredCampaign structure

One flat Shopping campaign was spending the same budget on best-sellers and dead stock alike. We split it into priority tiers by margin and conversion rate, cleaned up the product feed - titles, GTINs, categories - so the best products stopped losing impressions to feed disapprovals, and mined search-term reports weekly to build out a negative keyword list.

Spend shifted toward what was actually converting within the first month, and stayed there.

Tags: Google Shopping, PPC, Product Feed, ROAS.

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