E-commerce PPC Agency Measured On Margin

An e-commerce PPC agency plans and manages paid search for online retailers, mainly across Google Shopping, Performance Max, Search and remarketing, plus Microsoft Ads where it makes sense. The work covers product feed optimisation in Merchant Center, campaign structure, bidding, budgets and conversion tracking. A good one judges every decision on revenue, return on ad spend and margin rather than clicks, and makes sure spend goes to the products that make the business money.

Standard Shopping campaigns show your products in Shopping results and give you direct control over product groups, bids and negative keywords. Performance Max uses the same product feed but runs across Google’s channels, including Search, YouTube, Display and Gmail, with more automation and less manual control. Many retailers run both. The skill is structuring them so they do not compete for the same searches or take credit for branded traffic you would have won anyway.

We start by grouping products by margin using custom labels in your product feed, then set different return on ad spend targets for each group, so low-margin lines have to work harder to earn budget. Where you add cost of goods to your feed and send basket data with your conversions, Google Ads can report gross profit alongside revenue, and we use that to judge campaigns. The aim is that every pound of spend is tested against what the sale actually earns.

Yes. Google Shopping management starts with the feed, because Google uses your product data to decide which searches your products appear for. We fix titles, descriptions, attributes and categories, clear disapprovals in Merchant Center and add custom labels for margin, price band, stock or season. Where the main feed is hard to change, we use supplemental feeds so improvements do not wait for developer time.

Revenue, return on ad spend and, where the data allows, gross profit come first, broken down by product category and campaign type. Then the indicators behind them: impression share on priority products, new versus returning customers, feed health and search term quality. You get weekly updates, a real-time dashboard, a shared Slack channel and a monthly review call with the specialist who runs your account.