We’d opted for a more traditional setup without the use of PMax & utilising only Shopping rather than PMax here.

Everything you see in this account is predominately from Shopping which we’d scaled out (Yes, not using PMax here).

We’d structured the account as follows:

Shopping - Non-Brand

• Broken down by product SKU per ad group
• Excluding brand terms
• High Priority

This allows for full granular bidding & keyword review when adding negatives terms. It gives us full control of how we want to bid for each of the products and scale more effectively based on what is working & what isn’t.

Shopping - Catch-All

• Low priority
• Broken down by product SKU per ad group

This again allows us to control which SKUs across brand focused terms e.g. if product B was a popular SKU which we wanted to push more in the eyes of people who are aware of the brand, we’d be able to adjust bids to push this more up the shopping listings.

This simple but effective strategy with full control over how we bid for each of the clients products, allows to scale up & down products as and when based on margin, stock levels, promotions for particular SKUs & products that trend across other platforms e.g. TikTok & Meta.

This has allowed for us to easily replicate this strategy across the UK, followed by the EU & other ROW countries with ease.

We’ve dominated the UK market in a short space of time and now are starting to scale out these countries.

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