Feed optimisation
Titles, descriptions, categorisation, images, pricing and availability tuned across the whole feed, and kept accurate as your inventory or listings change.
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PPC · Google Shopping
PPC · Google Shopping
Google Shopping management for premium retail brands
Your Shopping ads are only as good as the product feed behind them. We optimise titles, descriptions, categorisation, images, pricing and availability so your products appear for the searches that matter — and stay accurate as inventory changes. Then we manage bids, budgets and structure to protect return on ad spend, not just clicks.
What's included
The feed first, then the campaign
Every Shopping engagement covers the same ground — the product data Google reads, the campaigns that bid on it, and the reporting that shows whether it paid.
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Merchant Centre management
Merchant Centre set up, kept compliant and in sync with your store, so products stay approved and eligible to show.
03
Product titles & descriptions
Product copy rewritten to match how shoppers actually search, so listings surface for the right queries and read well when they do.
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Product image optimisation
Images checked and improved so each listing earns the click in a visual, side-by-side results page.
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Campaign set-up & structure
Campaigns, product groupings and audience targeting structured so budget goes to the products that deserve it and optimisation stays manageable.
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Bid & budget management
Profit-focused bidding, automated strategies such as target ROAS or target CPA where they fit, and budget moved to what performs.
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Query sculpting & negatives
Negative keyword lists and campaign structure that steer each product towards the searches most likely to convert, and away from wasted spend.
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Remarketing & audiences
Audience targeting and remarketing to bring back past visitors and reach the segments most likely to buy.
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Reviews & ratings
Product reviews and ratings managed so listings carry the trust signals shoppers compare on.
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Shopping insights & competitor analysis
Google's Shopping reports read for top products, conversion trends and buyer behaviour, alongside monitoring of competitor pricing and creative.
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Testing & optimisation
A/B tests on titles, descriptions, images and structure, with the results fed back into the feed and the campaigns.
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Performance reporting
CTR, conversion rate, CPA and average order value tracked and reported clearly, with a view on what should change next.
Scope
Which of these you need
The snapshot tells you which disciplines matter for your site, in what order.
Get your snapshot
How we work
No price list, no guesswork
SEO for a luxury hospitality group and SEO for a five-unit branded residence are not the same job, so we don't sell either off a fixed-price menu. Every engagement starts with a free AI Visibility Snapshot, and moves at the pace your brand needs.
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1
Audit
We review your site's technical health, content and current visibility across Google and AI search, and tell you exactly what's holding you back.
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2
Strategy & build
We fix what's broken and build what's missing: technical foundations, content, structured data and the link profile your category actually rewards.
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Ongoing growth
A retainer that keeps you visible as search — and AI search — keeps changing, with a monthly report you can actually read.
Why Shopping is worth managing properly
Shopping is an ad platform, not a shop. If you are not in it, you are not seen.
Managed well, Google Shopping gives a premium retailer:
- A visual result that busy shoppers respond to over text-heavy listings
- A third presence on the results page — alongside your organic and text-ad results
- Visitors sent straight to your product page, already interested and ready to buy
- Efficient spend — bids and budgets aligned to the products that actually return
- Clear measurement of return on ad spend, not just traffic
How Google Shopping works
Google Shopping aggregates product data from participating retailers and presents it in a visual, comparable format. Shoppers search by keyword or filter, view images, prices, availability, shipping and reviews across merchants, and click through to the retailer’s own site to complete the purchase.
For a retailer, it works in stages. You submit a detailed product feed — images, prices, descriptions, availability and shipping — and keep it updated. Google processes and categorises that data and matches it to relevant searches, weighing keywords, category, price and location. Your listing then appears in Shopping results, in search results and across Google’s network. Through Google Ads you bid for prominent placement, paying per click, which puts you in front of shoppers with clear purchase intent.
“Your Shopping ads are only as good as the product feed behind them.”
How Shopping campaigns are optimised
Five things move performance:
- Accurate, detailed product data — high-quality images, thorough descriptions, competitive pricing and correct stock levels.
- Bid strategy and budget management — automated strategies such as target ROAS or target CPA where they fit, monitored and adjusted against performance.
- Shopping insights and reports — top-selling products, bestsellers by category and campaign metrics used to steer decisions.
- Remarketing and audience targeting — re-engaging past visitors and targeting segments by interest, behaviour and demographics.
- Continuous testing — product data, creative and targeting tested and refined over time.
Monitoring and optimisation
Shopping is not set-and-forget. Performance tracking covers click-through rate, conversion rate, cost-per-acquisition and average order value. Bids are adjusted against that data. Product feeds are reviewed continuously so information stays accurate and listings stay relevant. Negative keyword lists are updated to exclude irrelevant searches. A/B tests run on titles, descriptions, images and copy. Competitor pricing, ranges and creative are monitored for opportunities to differentiate. And campaign structure is reviewed periodically so the account stays easy to manage and accurate to target.
Questions
Frequently asked
What is Google Shopping?
A Google experience that lets shoppers see product details — features, price, availability — and research before they buy, then click through to the merchant to purchase.
How does Google Shopping work?
Merchants submit and regularly update a product feed with accurate details. Google matches those products to relevant searches and shows them in Shopping and search results.
What is Google Shopping optimisation?
Managing and organising your Shopping ads, optimising the feed behind them, and building the bidding and structure that turns product visibility into profitable revenue.
Can users buy directly from Google Shopping?
Shoppers can compare prices and features across merchants; most listings click through to the retailer's site, and items marked with a cart icon can be bought directly on Google.
Free AI Visibility Snapshot
See how Google and AI search see your brand
A short, written review of your site's visibility across Google, AI Overviews and the assistants your guests and buyers use. No obligation, no price list.
- Technical health and crawlability
- Where you appear — and don't — in AI answers
- The three things to fix first