Google Shopping Management Australia

Merchant Center Feed Management

Our Google Shopping service manages your Merchant Center account and product feed as an ongoing activity: resolving disapprovals, enriching product attributes, maintaining feed health scores, and updating feeds when your product catalogue changes. A healthy, fully-approved feed is the prerequisite for all Shopping campaign performance.

Product Title and Description Optimisation

Our Google Shopping service rewrites product titles using a structured attribute format that places the most searched attributes in the first 70 characters: brand, gender, material, product type, size or variant. Poorly structured titles are the most common reason products appear for irrelevant queries and miss high-intent traffic.

Campaign Structure and Bidding

Our Google Shopping service builds multi-tier campaign structures that separate traffic by query intent and margin tier. High-intent product-specific queries are captured in high-priority campaigns at controlled bids. Broad category traffic is managed at lower CPCs. This structure prevents high-value budget being consumed by low-value broad queries.

Negative Keyword Management

Our Google Shopping service maintains shared negative keyword lists across all campaign tiers to prevent your budget from serving against irrelevant queries. For Shopping campaigns, negative keywords are the primary lever for controlling which search queries trigger your product ads. We review search term reports weekly to identify and add negatives.

Performance Max Management

Our Google Shopping service configures and manages Performance Max campaigns with correct asset group structure, audience signals, and brand exclusions. PMax requires careful setup to avoid cannibalising your brand search traffic and distorting ROAS reporting. We run PMax alongside standard Shopping campaigns with clear budget and exclusion boundaries between them.

Conversion Tracking and Reporting

Our Google Shopping service implements and audits purchase tracking in GA4 and Google Ads enhanced conversions, ensuring revenue values and product-level data are captured accurately. Accurate conversion value tracking is the prerequisite for Smart Bidding to allocate budget correctly. Monthly reports show ROAS, revenue, CPC and conversion rate by campaign and product category.

Account and Feed Audit

We begin every Google Shopping service engagement with a full audit of your Merchant Center account: disapproval categories and counts, feed attribute completeness, product title quality against top search queries, GTIN and MPN coverage, and shipping and return policy compliance. For existing campaigns, we audit campaign structure, bidding history, and search term performance simultaneously.

Feed Optimisation

Based on the audit, our Google Shopping service works through product title rewrites, attribute enrichment, GTIN additions, category reclassification, and disapproval resolution. For large catalogues of 500+ SKUs, we prioritise optimisation by revenue contribution: top 20% of products by historical revenue or expected margin are optimised first for immediate ROAS impact.

Campaign Structure Build

Our Google Shopping service builds the campaign structure appropriate for your account size and product range. This typically includes brand-specific campaigns, high-margin product category campaigns, and standard category campaigns, each with appropriate bid strategies, budget allocations, and negative keyword lists. Performance Max campaigns are configured separately with audience signals and asset groups.

Bid Strategy Configuration

Our Google Shopping service sets bid strategies appropriate to the account's data maturity. New accounts without conversion history begin on manual CPC or enhanced CPC to build data. Once 30 to 50 conversions per campaign per month are recorded, we transition to target ROAS smart bidding. We do not apply Smart Bidding to campaigns without sufficient data history as it produces erratic performance.

Negative Keyword and Search Term Management

Our Google Shopping service conducts weekly search term report reviews for all active campaigns. Irrelevant queries are added to the appropriate negative keyword lists immediately. Brand queries are excluded from non-brand campaigns. Competitor brand terms are reviewed and managed. Over time, this process continuously refines which queries trigger your product ads and improves conversion rate.

Monthly Reporting and Optimisation Cycle

Monthly reports from our Google Shopping service cover ROAS by campaign and product group, impression share and lost impression share, top-performing and underperforming products, search term performance, and Merchant Center health status. Each report includes a recommended optimisation priority list for the following month so you can see the strategic direction of the campaign.

Full diagnostic of Merchant Center disapprovals, attribute gaps and feed health issues, with all identified issues resolved before campaigns are launched or optimised.

Rewritten product titles using attribute-ordered title structure for the top 20% of your catalogue by revenue, optimised for how customers search for your product types.

Multi-tier Shopping campaign structure (brand, category, and broad) with shared negative keyword lists and bid strategies appropriate to each campaign's query intent level.

Weekly review of search terms triggering your Shopping ads with immediate negative keyword additions for irrelevant or low-conversion query patterns.

GA4 and Google Ads enhanced conversion tracking audit and implementation ensuring purchase events and revenue values are captured accurately for Smart Bidding to function correctly.

Full monthly reporting on ROAS, revenue, CPC, impression share, and conversion rate by campaign and product group, with a prioritised optimisation list for the following month.

We fix the feed before touching campaigns

Most Shopping agencies optimise bids on top of a broken product feed. Our Google Shopping service begins with Merchant Center diagnostics and product title optimisation because feed quality determines the query pool your products appear in, which is more impactful than any bid adjustment.

We do not apply Smart Bidding without sufficient conversion data

Target ROAS and Target CPA bidding require a minimum of 30 to 50 conversions per campaign per month to perform accurately. Our Google Shopping service stages the transition from manual CPC to Smart Bidding based on account data maturity, avoiding erratic performance from under-trained bid strategies.

We manage PMax with brand exclusions from day one

Performance Max cannibalising brand traffic is one of the most common ways ROAS is overstated in Shopping accounts. Our Google Shopping service implements brand query exclusions from PMax setup and runs a separate brand campaign to control attribution from the start.

Weekly search term management, not monthly

Shopping search term reports accumulate irrelevant and converting queries quickly. Our Google Shopping service reviews search terms every week and adds negatives immediately, rather than waiting for monthly reporting cycles. This prevents weeks of budget waste against irrelevant queries.

We report on true non-brand ROAS, not blended ROAS

Blended ROAS that includes brand attribution inflates apparent performance and masks the true efficiency of non-brand Shopping traffic. Our Google Shopping service separates brand and non-brand performance in reporting so you know exactly what your Shopping investment actually returns.

Our Shopping management integrates with your SEO strategy

Traffic from Google Shopping and organic search cover different stages of the purchase journey. Our Google Shopping service is managed in coordination with your eCommerce SEO service to ensure paid and organic strategies are aligned on category structure, keyword targeting and audience segmentation.