Anthony McGrathWhat does Google Shopping ads management involve?
Google Shopping ads management covers product feed, merchant center, campaigns, bidding, extras and reporting. Weak titles, missing attributes and poor images mean your products show for the wrong searches or not at all. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
The feed decides everything
Weak titles, missing attributes and poor images mean your products show for the wrong searches or not at all. Disapproved items sit invisible for weeks without anyone noticing.
Fixing the feed and splitting products by margin and performance lets you bid harder on the winners and stop overspending on products that never pay back.
- Best for
- Businesses spending, or ready to spend, on paid ads and wanting profit, not clicks
- What you get
- Product feed, Merchant Center, Campaigns, Bidding, Extras, Reporting
- First step
- Audit: your account, tracking and landing pages checked, with a plain-English list of what is wasting money.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
What's included
Feed, Merchant Center and campaigns, managed together.
Product feed
Titles written for search; Attributes and categories completed; Images checked; Supplemental and rules-based feeds.
Merchant Center
Disapprovals and warnings fixed; Shipping and returns set up; Free listings enabled; Multi-country feeds.
Campaigns
Shopping and Performance Max structure; Products split by margin and performance; Brand and non-brand handling; Negative keywords.
Bidding
ROAS targets by product group; Profit-based values; Seasonal changes; Promotions and sale events.
Extras
Merchant promotions; Product ratings; Local inventory ads; Price competitiveness reports.
Reporting
Revenue and profit by product; Best and worst sellers; Search terms; Monthly summary.
Before and after
An example of feed and structure work on a store's Shopping campaigns.
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different.
How it works
- AuditYour account, tracking and landing pages checked, with a plain-English list of what is wasting money.
- PlanCampaigns, budgets and targets agreed around profit, not vanity numbers.
- Build and launchCampaigns built or rebuilt cleanly, with conversion tracking tested first.
- Manage and reportHands-on weekly management and a clear monthly report on what your spend made.
Questions
Why are my products disapproved?
Usually missing or mismatched data: prices, availability, GTINs, shipping or policy issues. Each one is found and fixed at the source.
Do I need a feed tool?
Not always. Shopify's Google channel works for many stores; a feed tool helps with larger catalogues or many countries.
Can you run Shopping in several countries?
Yes. Feeds and campaigns for the UK, the US, the UAE, Australia and more, with the right currency, language and shipping for each.
What about free listings?
Free listings are switched on for every store, and the same feed improvements help them too.
Platforms and tools
About Anthony McGrath
Tip of the day
Avoid tiny split audiences. Combine similar ad sets so Meta gets enough conversion data to exit learning phase.
A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
Sell more on Google Shopping
Send me access to Merchant Center and Google Ads. You get the feed problems and the quickest wins.
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