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GOOGLE SHOPPING
Australian Shopping campaigns fail for a predictable reason: the product feed is set up once via Shopify's Google channel and never engineered for performance. We rebuild the feed from the title structure down, because what Google reads in your feed determines which searches you show for — and what shoppers see before they click.
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/ This is for you if
The Shopify merchant spending on Shopping without confidence — You connected your Shopify store to Google Merchant Centre, launched a Shopping campaign, and it generates some sales — but ROAS is inconsistent, costs feel high, and you are not sure which products are carrying the account. Your feed is whatever Shopify exported by default. The problem is that the default Shopify feed is a starting point, not a finished product.
The brand scaling past $50K/month in ad spend — You have proven product-market fit and solid margins, and you are ready to put more budget into Shopping. But scaling without campaign segmentation and feed quality tends to worsen ROAS, not improve it. You need a structure that lets budget flow to your best-performing products while keeping your hero SKUs front and centre.
The retailer losing ground to competitors in Shopping results — Your competitors appear above you consistently in Shopping, sometimes for searches where your product is directly relevant. Shopping auction placement is driven by product data quality and bid, not just bid. Improving your feed titles, attribute completeness, and product type taxonomy directly affects where you appear and at what cost.
/ What's broken
The Shopify Google channel exports your product titles as they appear in your store — which are written for brand presentation, not for Google's search matching algorithm. "The Aria Dress — Sage" is a store title. "Women's Linen Midi Dress — Sage Green — Size 8–18 — Machine Washable" is a Shopping title. That difference determines whether Google matches your product to buyer searches or cycles your budget through irrelevant queries.
A single Shopping campaign across your full catalogue forces Google to allocate budget without regard for margin, sell-through rate, or product priority. Your highest-margin product competes for the same daily budget as a clearance line you are trying to liquidate. Product segmentation — by category, margin tier, or performance history — is what makes Shopping spend efficient at scale.
Australian Shopping campaigns regularly show up for queries that will never convert — competitor brand names at unprofitable CPCs, category-level informational searches, and broad queries that bear only surface-level resemblance to your products. Without active search term review and negative keyword updates, these queries drain budget every week. Most accounts we audit have had no negative keyword activity in months.
Many Australian Shopify merchants have switched to Performance Max at the recommendation of Google's account teams, without realising that PMax performs in direct proportion to feed quality. A poorly structured feed fed into PMax results in Google having broad creative control with poor product data — an expensive combination. PMax and Shopping can work well together, but only when the feed is the foundation, not an afterthought.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We audit your Shopify feed export and rewrite product titles to match Australian buyer search patterns — including correct size notations, material descriptors, gender attributes, and product type hierarchy. We complete missing attributes (GTIN, MPN, brand, colour, size, product type), resolve all active Merchant Centre disapprovals, and set up feed rules or supplemental feeds where needed to manage ongoing updates without requiring manual title rewrites in Shopify.
We segment your product catalogue into campaigns structured by product category, margin, and historical performance. For accounts spending over AUD $10,000/month, we build a tiered structure: hero products (high margin, high volume) in dedicated campaigns with aggressive ROAS targets; mid-tier products in category campaigns; and clearance or low-margin lines in separate campaigns with tight ROAS floors. This gives budget control that a flat structure cannot provide.
We pull your full search term history and build a negative keyword list organised by match type and campaign tier. Australian Shopping accounts often attract queries from New Zealand and Southeast Asian markets where shipping economics do not work — geo-exclusions combined with negative keyword management close this off. We review search terms fortnightly and update negatives as new patterns emerge.
ROAS targets are set by product segment based on your actual margin data, not a single account-level target. Hero product campaigns run with tighter ROAS floors and higher bids; clearance campaigns run with volume-focused strategies. For accounts with limited conversion history, we use a manual CPC phase to build the data Smart Bidding needs before switching to automated strategies.
We integrate PMax for retail once the underlying Shopping campaigns and feed are performing cleanly. PMax is used to extend reach into non-Shopping placements — Display, YouTube, Gmail, Discover — rather than replace Shopping campaigns. Asset groups are structured by product category, and audience signals are built from your highest-value customer lists. Feed quality improvements that benefit Shopping also improve PMax performance directly.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyThe Shopify Google channel exports product data as it exists in your Shopify admin — titles, descriptions, and attributes written for store presentation, not search matching. Google uses your feed titles to decide which search queries trigger your Shopping ads, so a title like "The Aria Dress" gives Google very little to work with. Feed engineering adds search-relevant descriptors, complete attributes, and correct product type taxonomy that dramatically improves which searches you appear for.
Google Shopping can generate positive ROAS from relatively modest budgets, but the practical floor for most Australian product categories is around AUD $2,000–$3,000 per month to generate enough conversion data for automated bid strategies. Below that, manual CPC management is more appropriate. At scale — AUD $10,000+ per month — campaign segmentation and feed quality become the primary levers on performance.
Both can be effective, and the best approach depends on your account maturity, data volume, and product catalogue structure. Standard Shopping gives you more direct control over which products are prioritised and makes performance diagnosis cleaner. PMax gives Google more placement flexibility but requires a high-quality feed and clear audience signals to avoid broad, inefficient spend. Most accounts benefit from running both in a structured way rather than switching entirely to one or the other.
The initial audit takes five business days. Feed engineering — rewriting titles, completing attributes, resolving Merchant Centre errors — typically takes one to two weeks depending on catalogue size. For Shopify stores, we use supplemental feeds and feed rules so changes are applied at the feed level without requiring manual edits to individual product listings in your admin.
ROAS measures revenue returned per dollar of ad spend — a 4× ROAS means $4 in revenue for every $1 spent on ads. It does not account for product cost, shipping, or overheads. ROAS targets should be set relative to your gross margin so that hitting your ROAS goal translates to actual profitability. We structure ROAS targets by product segment based on your margin data, not a single account-level benchmark.
Start here
Five days. We review your product feed, your Merchant Centre account, your campaign structure, and your search term history. You get a written report showing exactly what is broken, what it is costing you in wasted spend, and what needs to change before you put more budget in. No retainer required to start.
5-day turnaround · Feed audit + campaign review · No retainer requiredIgnited Nepal
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