Answers
How many products should I advertise?
Fewer than you think. Most catalogues have a small slice that ever sells and a large slice that has never been served.
The short answer
Fewer than you think. Most catalogues have a small slice that ever sells and a large slice that has never been served.
Three numbers are never the same: products live on the store, products Google has ever served, and products that sold anything in 30 days. Budget spread evenly across all of them subsidises dead weight with your winners.
Start by segmenting: winners get their own campaign and room to scale, unknowns get a small test budget, and products with spend and no return get paused. Custom labels in the feed are how you do this at catalogue scale.
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