Sector
Paid search for retail and ecommerce
Shopping feeds, Performance Max, peak trading and a range where the margin varies by product. The account has to know which sales are worth having.
Sectors / Retail and ecommerce
What makes it different
Retail paid search is now mostly Shopping and Performance Max, which means it is mostly a product data problem. The feed decides which products show for which searches. Margin varies across the range, so a target ROAS applied to everything sends the budget to the products with the highest price, not the highest profit. Peak trading compresses a quarter’s results into a few weeks.
Where the money is lost
- One ROAS target across the whole range.
- Poor feed data, so the best products never show.
- Performance Max cannibalising brand search and taking the credit.
- Peak budgets set too late or capped on the days that matter.
What Joseph does
- Segments the range by margin and sets targets by segment.
- Fixes the feed: titles, attributes, custom labels, pricing and stock.
- Sets brand exclusions and structure so Performance Max adds sales rather than claims them.
- Plans peak a quarter ahead with daily budgets, creative and stock aligned.
Talk to Joseph about your account
A thirty-minute call. You describe the account, Joseph tells you what he would look at first. No deck, no pitch.