Feedqualitybeatsbidding.
A 23-field health checklist. Custom labels by promotability. Brand exclusion in PMax. The unsexy work that turns Shopping profitable.
The realities behind the channel.
The feed is the campaign
Bid optimization without feed optimization is rearranging deck chairs. Custom labels, attribute coverage, image quality, the boring work that prints money.
PMax eats Shopping by default
Without brand exclusion, Performance Max cannibalizes your Shopping campaigns and your branded organic. We've fixed this 80+ times.
AOV tiers need different bid posture
Most accounts bid the same way on a $30 product and a $300 product. Margin-aware bidding by tier changes the math entirely.
Every lever inside the channel.
Feed audit (23-field health check)
Title structure, attribute coverage, image quality, GTIN validation, promotion eligibility. Where your products are silently disapproved.
Custom labels architecture
Labels by margin tier, by promotability, by seasonality, by SKU velocity. Different bid posture per label.
Performance Max strategy
Asset group structure for product-segmented businesses. Brand exclusion (always). Signal sufficiency thresholds, when to break PMax apart.
Standard Shopping campaigns
When manual control beats algorithmic. Negative keyword strategy. Bid modifiers by device, location, audience.
Local Inventory Ads
For brick-and-click brands. Inventory feed sync, store visit tracking, omnichannel ROAS calculation.
Merchant Center hygiene
Suspension prevention. Disapproved product audits. Promotion feeds. Buy-on-Google migration where it makes sense.
Four steps from audit to scale.
23-field feed audit
Title structure, GTIN coverage, image quality, attribute completeness, disapproval mapping. We find what's silently suppressing your products.
Feed rebuild & enrichment
Optimised titles, full attribute set, custom labels by margin, velocity, and season. The unglamorous work that changes your auction eligibility.
Campaign structure
PMax vs. Standard Shopping decision. Brand exclusion enforced day 1. Bid segmentation by AOV tier and custom label.
Merchant hygiene
Real-time disapproval alerts, suspension prevention, promotion feed management, Local Inventory Ads for brick-and-click brands.
The leaks we find in 9 of 10 audits.
- Same bid posture across hero SKUs and long-tail catalog
- No brand exclusion in PMax, losing brand-search revenue
- Disapproved products sitting silent for weeks
- Generic product titles (no brand, no key attribute)
- Missing GTINs blocking auction eligibility
- Standard Shopping + PMax fighting each other in one account
5× revenue via Shopping + PMax in 12 months
Zager Guitars · Musical Instruments eCommerce
How we compare.
| What we optimise | Typical agency | iClick |
|---|---|---|
| Feed audit depth | GTIN check only | 23-field health check |
| Custom labels | Rarely configured | Margin · velocity · seasonality |
| PMax structure | All products, one campaign | Segmented by margin tier |
| Brand exclusion | Often missing | Always enforced, day 1 |
| Disapproval monitoring | Weekly manual check | Real-time alerts + auto-resolve |
| Local Inventory Ads | Not offered | Available for brick-and-click |
Common questions.
Channels that compound each other.
See what your account is leaving on the table.
47-point written audit. Five business days. No sales call.
