Since Shopping Ads is a unique product, it can seem intimidating to manage. We focus on a few things to keep your Shopping Ads humming along.
First, we ensure Google Merchant Center is set up correctly and we test various elements in the feed in an ongoing manner, specifically around pricing.
In addition, we also assist with ongoing product errors and coordinating communication between Google, your feed provider, and you to ensure everything is moving smoothly when issues arise.
On the campaign side, we strategize to build the best setup we can, since a Shopping Ads and Performance Max setup is crucial to overall success.
Anybody with enough money and resources can blast a rocket into space, but if you want to make it to the moon, you have to point it in the right direction. - @PPCKirk
Setting up an account correctly is absolutely essential with Shopping Ads, especially in order to help point the machine algorithms in the right directions. We like to take what we learn from your target audience(s) and your product offerings, and build the ideal account structure.
Of course, then the work isn’t over since even the best strategized account needs to adapt to changes! Ongoing communication and work in the account will inevitably result in organization changes over time, and adaptation is crucial when it comes to Shopping Ads management.
How does ZATO think about Performance Max?
Performance Max is a different beast, but it's also built on the same Google technology as Smart Shopping. Our owner Kirk Williams is known for his deep thinking on Smart Shopping (he even built a Udemy Course about Smart Shopping that served nearly 2,000 students... though if you look for it on Udemy you won't find it anymore since Smart Shopping was killed by Google, RIP, and we pulled the course) so we understand Google Shopping automation well.
Currently, we like to encourage brands to run a hybrid approach to Shopping, where we utilize Standard Shopping to gain insights with queries and KPI data not shown in PMax (we even think Shopping Ads query filtering still works once in awhile!) , but where we also experiment with Performance Max so we can get as much exposure as possible, especially for their most popular products.
We'd love to give our thoughts on your account if you have questions about your own strategy, contact us below!