PPC
How to Download Data from Google Merchant Centre. And Why.
I use two spreadsheet formulas to find missing products and analyse Google Merchant Centre data. Find out how to download and manipulate TSV files here.
Google Shopping
Tagged articles
Strategy
The Death of the Static Product Title in AI Max Shopping
Google's AI Max for Shopping brings generative product titles and a dedicated report. Why the static feed era is ending, how this echoes SA360 inventory management, and the guardrails needed before turning it on.
PPC
How Feed Optimisation Drove 37% More Revenue, Beating Peak Season
Google only knows what your feed tells it. Recategorising one client's 17K-product feed, no-bid, budget, or structure changes, drove +37% revenue and +32% ROAS, beating the previous peak season. Here's how it works.
PPC
Performance Max versus Standard Shopping: a decision framework for ecommerce teams
The debate about Performance Max versus Standard Shopping campaigns has produced more heat than light. The honest answer depends on the account, the catalogue and the measurement setup. A structured framework for making the right call for your specific situation.
PPC
Performance Max feed architecture: the variables Google does not tell you about
Most Performance Max underperformance is a feed problem. The campaign structure and bidding get the attention, but it is the product data quality, title logic and custom labels that determine what gets served, to whom and at what margin.