We knew we needed to start with a comprehensive audit of the Google Merchant Center account. Not surprisingly, we found multiple optimization opportunities, including removing low price products from the product feed and correcting common product disapprovals. Our audit also uncovered unrefined product group structures, which caused bidding inefficiencies within the Google Shopping campaigns themselves.
After we foundationally optimized the Jerry’s Artarama product feed to eliminate product disapprovals, we restructured the campaigns to highlight the most relevant product data. We also implemented bid strategies broken out by individual brands and incorporated remarketing audiences to expand ad targeting to bottom-funnel customers.