Google Shopping Campaign Optimization

The Challenge

Giri Trading Agency's Shopping campaigns were running with a single "catch-all" product group, poor feed quality, and manual bidding. High-value products were competing with low-margin items, driving up average CPA and diluting ROAS. Abandoned site visitors were also going unrecovered with no retargeting in place.

What I Did

• Audited the product feed - fixed missing GTINs, improved titles with top search terms
• Segmented campaigns by product category, margin tier, and seasonality
• Implemented Target ROAS smart bidding with portfolio bid strategies per tier
• Created negative keyword lists to exclude branded and irrelevant queries
• Set up Shopping campaign experiments to test bid strategy changes safely
• Added product-level labels in the feed to enable granular bidding control
• Monitored auction insights weekly and adjusted bids for key competitors
• Set up Facebook Dynamic Product Ads via Google Merchant Center to retarget abandoned visitors

Outcome

ROAS improved by 220% over 3 months. CPA dropped 38%. The high-margin product segment now accounts for 60% of Shopping revenue. Smart bidding algorithms have access to clean segmented data, which continues to improve performance over time.

Tools Used