How to Use Data to Optimise Google Shopping Campaigns Like a Pro
by Northern Life
Running successful Google Shopping campaigns is more than just uploading a product feed and letting the ads run. With competition growing and customer journeys becoming increasingly complex, businesses need to rely on data-driven strategies to stay ahead. Using the correct data in the right way can transform average campaigns into high-performing, revenue-driving machines. Here’s how to use data to create Optimised Google Shopping campaigns like a true pro.
Understand the Power of Product Feed Data
Your product feed is what makes Google Shopping work for you. Every detail—from product titles and descriptions to pricing and availability—impacts visibility and clicks. Start by analysing which products are getting impressions but not clicks. Are the titles too generic? Are the images clear and appealing? Tools like Google Merchant Centre and feed management platforms can help pinpoint feed issues and recommend enhancements.
By analysing your feed performance, you can identify which products need better data and which ones may be underperforming due to poor categorisation or outdated information. Continual feed refinement based on data insights is essential for running Optimised Google Shopping campaigns.
Leverage Search Term Reports
Search term reports give you a window into what users are actually typing when your ads appear. This data helps you identify high-performing keywords that are worth focusing on, as well as irrelevant terms that could be wasting budget. For example, if you sell high-end handbags and your ads are showing for searches like “cheap handbags,” that mismatch can be costly.
Use this data to add negative keywords that filter out low-intent traffic and to better align your product titles and descriptions with relevant, high-converting queries.
Segment Campaigns Based on Performance
One-size-fits-all doesn’t work when it comes to Shopping campaigns. By breaking your campaign into segments based on performance—such as bestsellers, seasonal items, or high-margin products—you can allocate budget more strategically. For instance, high-performing products can be placed in a priority campaign with increased bids, while underperformers can be paused or placed in a lower-priority group for testing.
Data from Google Ads and analytics platforms will guide you in identifying which segments are driving revenue and which are dragging down ROI.
Use Geographic and Device Data
Understanding where your customers are and how they’re shopping is another critical piece of the puzzle. Performance data by location and device type can reveal hidden opportunities. If mobile users in certain cities are converting better, consider increasing your bids or creating targeted campaigns for those segments.
Likewise, if desktop users in a specific region show poor performance, you may want to reduce bids or reallocate that spend elsewhere. Making informed bid adjustments based on this type of granular data ensures you’re getting the most out of every dollar.
Track and Measure Profitability, Not Just Clicks
Clicks are easy to chase, but conversions and profit are what matter most. When you connect your eCommerce platform (like Shopify or Magento) to your Google Ads account, you can see measures like gross margin, return on ad spend (ROAS), and customer lifetime value.
This insight helps you avoid spending too much on low-margin products and focus instead on those that bring real value. Over time, this approach creates sustainable growth and supports the goal of building truly optimised Google Shopping campaigns.
Automate with Caution
While automated bidding and Smart Shopping campaigns are tempting, relying solely on automation without data oversight can lead to lost opportunities. Always review performance metrics, test manual strategies against smart campaigns, and adjust based on clear trends. Use automation to enhance your efforts, not replace them.
Conclusion
Data is the backbone of any successful eCommerce advertising strategy. By analysing performance reports, refining product feeds, segmenting campaigns, and adjusting bids based on user behaviour, you can build Optimised Google Shopping campaigns that drive sales and scale your business. Remember, it’s not just about working harder—it’s about working smarter with the insights already at your fingertips.
