The starting point
Most eCommerce accounts start Search-heavy, because it produces the cleanest conversion data fastest and keeps working when the feed does not. Shopping joins once the feed is healthy. Demand Gen and YouTube last, once there is margin to absorb learning.
What should move it
- A channel limited by budget while clearing break-even gets more. Always.
- A channel below break-even for a sustained period gets less, or gets restructured.
- A blocked Merchant Center moves everything to the channels that do not need it.
What should not move it
A single bad week, or a channel’s self-reported ROAS in isolation — especially PMax, which claims brand traffic it did not create.