The feed before the bid

Bidding is the easiest thing to change, so it is where most agencies start. It is rarely where the money is.

In Shopping there is no keyword list — your product data is the targeting. A store with supplier titles and missing identifiers is invisible for the searches that would have converted, and no bid adjustment fixes that.

The order we work in

1. Tracking, verified against store orders. Everything downstream is decoration until this is right.
2. Disapprovals and feed health. A disapproved product cannot lose an auction it never entered.
3. Product data — titles, identifiers, variant grouping, written for how people search.
4. Structure — campaigns that can carry the budget you want, with brand separated out.
5. Then bidding.

Back to all seven.