The right products, at the right margin
Same structure as Meta: map the audience and the products, get the feed right, then measure what Google really adds on top of everything else.
Audience & product mapping
Understanding what you sell, what margin you sell it at, and the most profitable way to use Performance Max, brand search and paid search for each product group.
- Products segmented by margin and sales velocity
- PMax, Shopping, brand and non-brand search, each with a job
- New vs existing customer strategy
- Daily bid optimisation
Feed optimisation
Getting into the back end of Google Merchant Center so the feed itself does the targeting: titles, attributes, product groups and supplemental feeds tuned so ads reach the right people, in the right way.
- Merchant Center audit and clean-up
- Title, attribute and category optimisation
- Supplemental feeds and custom labels by margin
- Enhanced conversion tracking
360° attribution for Google
Understanding the relationship between Google and Meta in the reporting: whether Google is driving incrementality and new customers, or converting people who were already going to buy because they'd seen a brand ad.
- Google's true contribution alongside Meta
- New customers vs brand-search converters
- Incrementality reads by campaign type
- Weekly reporting on the numbers that matter
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