Brand exclusions in CSS: how to control your strategy without limiting growth
Are you interested in working with a CSS, but worried it could interfere with your brand campaigns in Google Shopping? This is a common concern among advertisers. When working with a CSS on a CPA model, very reasonable questions come up: Could there be overlap with PPC campaigns? How can margins be protected? How can […]
Basic guide to optimize your feed if you work with Google Shopping or CSS
Why the feed matters An optimised product feed is not just a technical requirement for Merchant Center. It is the foundation Google uses to understand your catalogue and decide when, how and to which users your products should appear in Shopping. When your feed is incomplete, outdated or poorly structured, you can face loss of […]
CSS incrementality in Google Shopping: how to measure additional sales
If you already invest in Google Shopping or PPC campaigns managed by your in-house team or agency, it is natural to ask one question: are the sales generated by a CSS truly additional, or are they sales you would have captured anyway through your existing campaigns? It is a logical question. When several activities work […]
Break even ROAS: the most important in Paid Media
When analysing a Google Ads campaign, one of the most commonly used metrics is ROAS. But looking at ROAS alone can lead to the wrong conclusions if we do not know our Break Even ROAS. Put simply: a campaign can have a positive ROAS and still not be profitable. That is why it is important […]
Conversational attributes in Merchant Center: how to prepare your feed for AI search
Google has just introduced the new conversational attributes in Merchant Center and, although they are still going somewhat unnoticed, they are probably one of the clearest signs of where ecommerce is heading in the age of artificial intelligence. The idea is simple: to help Google understand products in a more natural, contextual way, closer to […]
Product Image Recommendations for Merchant Center: Minimum Requirements for 2027
If you work in ecommerce, now is a good time to start reviewing your product images. Google has already announced new Merchant Center requirements coming into effect from January 2027, along with updated recommendations that can help improve your product performance across Shopping. We’re talking specifically about product images in Google Merchant Center feeds. Although […]
CPA model in CSS, differences with the rest of affiliates
CPCs on Google Shopping remain one of the biggest concerns for many ecommerce businesses. Competition for high-volume searches is increasing, marketplaces have a stronger presence, and automated strategies make it possible to bid more aggressively across increasingly broad catalogues. For many advertisers, Google Shopping remains one of the best-performing channels. But it is also one […]