Most Shopping accounts have products that need to be managed differently.
Some need more budget. Some need more data before a decision is made. Some need a temporary exclusion to stop wasted spend. Others need to be separated into clearer segments so teams can understand what is happening at product level.
But when every product sits in one broad structure, those decisions become harder to manage consistently.
That is why we built Advanced Performance Rules.
They give agencies and retailers a way to act on product-level performance automatically inside Shoptimised, without manually reviewing products every day or living in Google Ads reports.
Advanced Performance Rules sit inside your feed optimisation workflow.
At a simple level, one rule equals one set of logic.
That logic can be used to:
This gives teams a more structured way to manage products based on what they are actually doing, not just where they sit in the catalogue.
In large Shopping accounts, product-level decisions are often easy to spot but harder to apply at scale.
Teams might know which products are spending without converting, which products need isolating, or which groups need different treatment based on stock, margin or performance history.
The challenge is applying that logic across thousands of SKUs without relying on manual reports, spreadsheet work or one-off decisions.
Advanced Performance Rules give retailers and agencies a structured, repeatable way to act on those signals using defined criteria, lookup windows and actions, all inside the feed workflow.
When you create an Advanced Performance Rule, there are four key parts.
Type: what the rule does, such as excluding products or applying labels.
Lookup period: the time window used to judge performance, such as the last 7 or 30 days.
Criteria: the conditions a product needs to meet to be included in the rule.
Action: what happens when a product matches those conditions.
Put simply, the criteria decide which products the rule applies to, and the action decides what happens next.
You can also use product criteria to isolate specific groups, such as a certain category, seasonal range or product type. That means rules do not need to apply to the whole feed. They can be as broad or as focused as the account needs.
One metric on its own rarely tells the full story in Shopping. High spend might suggest wasted budget, but it could also mean a product is still gathering data. Low ROAS might be a concern, but not if the product has only had a small number of clicks.
That is why Advanced Performance Rules allow multiple criteria in one rule.
Instead of reacting to one number in isolation, teams can combine conditions to make the rule more accurate. That helps reduce false positives, avoid overreacting too quickly, and gives teams better control over how products are segmented.
One of the most practical ways to use Advanced Performance Rules is to exclude underperforming products for a set period.
This is especially useful for:
The idea is not to remove products forever.
It is to give them a time-out.
For example, you might create a rule that identifies products that have spent enough to be judged, but have not generated the return you need. Once a product matches that criteria, it can be automatically excluded from the feed for a defined period.
That might be 7 days, 14 days or 30 days, depending on the buying cycle.
Why does this help?
You stop paying for the same poor-quality clicks day after day.
You protect account efficiency.
You keep the process reversible, because products can re-enter after the time window and be tested again.
That last point matters. Performance can change because of pricing, stock, reviews, seasonality or promotions. A temporary exclusion gives teams control without closing the door permanently.
For agencies, this is particularly useful because it creates a consistent framework that can be applied across clients without adding more manual work.
Custom labels are one of the simplest ways to bring more control to Shopping structure.
The difference with Advanced Performance Rules is that labels can be created and maintained automatically based on what products are doing now.
For example, you could label:
Underperformers: products spending but not converting, so they can be isolated and managed differently.
Winners: high-performing products that need protected budget and clearer focus.
Testing products: items with low data volume that need a controlled learning environment, rather than being mixed in with proven sellers.
This helps teams stop letting every product compete in one bucket.
Instead, products can be grouped based on actual performance, so budgets, bids and campaign structure become easier to manage.
For retailers, that means better visibility over where spend is going.
For agencies, it means a more repeatable way to explain product-level decisions to clients.
Advanced Performance Rules can help in most Shopping accounts, but they become especially useful when product-level decisions are difficult to manage manually.
That might be when:
In those situations, manual reviews can quickly become hard to keep on top of. Nobody wants to spend their Tuesday exporting product reports, filtering spreadsheets and making judgement calls across thousands of SKUs.
Advanced Performance Rules give teams a cleaner way to apply the same logic consistently, without rebuilding the process every time.
The best way to start is not to overbuild.
Begin with one rule that solves a clear problem. For example:
Keep lookup windows sensible, avoid building rules from a single metric, and review the impact regularly before adding more complexity.
The goal is not to automate every decision from day one. It is to create a stronger framework for acting on product-level performance.
Advanced Performance Rules give agencies and retailers a more structured way to manage Shopping feed performance at product level.
They help teams act on what products are doing, not just where they sit in the catalogue.
That means wasted spend can be handled more consistently, product groups can be segmented more clearly, and teams can spend less time repeating the same manual checks.
Shopping performance will always need judgement. Advanced Performance Rules give teams a clearer framework for applying it across the feed.
Book a demo to see how Advanced Performance Rules work. Or speak to the Shoptimised team about using Advanced Performance Rules across your feed and Google Ads structure.
