Frequently Asked Questions

Shoptimised helps retailers and agencies improve Google Shopping performance through product feed optimisation, performance-led segmentation, Google CSS, and Incremental Sales. We combine software with hands-on support to help teams improve visibility, reduce wasted spend, and drive measurable growth.

Google Shopping is the main focus, but we also create optimised output feeds for multiple channels.

See our Multi-Channel page for the full list of supported integrations.

Shoptimised is built for ecommerce retailers, in-house teams, and agencies managing Google Shopping campaigns.

Some use us as a feed optimisation platform, while others work with us to unlock incremental revenue through a more performance-led approach.

You can start with a demo or a free trial.

We’ll help you connect your product data, run an initial audit, and set up your first output feed.

If you’re moving forward with Incremental Sales, we’ll also connect to Google Ads and handle the onboarding with you.

No.

Shoptimised is designed for marketers, media buyers, and eCommerce teams. Most feed changes can be handled through rules, automation, and guided support, without needing custom development.

That depends on the route you take.

For Feed Optimisation, most teams can get started quickly with a feed audit or platform demo.

For Incremental Sales, it is usually guided by our team. We review your setup, confirm what we need from the Google Ads account, and agree on the right approach before we go live.

Pricing depends on your service.

Feed Optimisation is a monthly plan, starting after your free trial. Pricing scales based on how many feeds and users you need.

Incremental Sales is priced differently: you pay a percentage of the sales we generate from products that were not selling before.

See our Pricing page for the full structure.

Product feed optimisation is the process of improving your product data so it performs better in Google Shopping. That includes titles, descriptions, attributes, categories, product types, and overall structure.

Better product data helps Google understand your products more clearly, which can improve visibility and performance.

No.

You just need a product data source. That could be a platform connection (like Shopify), a feed file or URL (XML, CSV, JSON), or a Google Sheet.

If you already have a feed in your Merchant Center, we can still work from your existing product data and help you improve it.

No.

Our rule builder is designed for marketers and media buyers, so you can create and apply feed rules without writing code.

If you can follow simple logic, you can make meaningful feed changes quickly.

You can create IF/THEN rules to edit and improve product data at scale. Common examples include rewriting titles, mapping categories and product types, fixing attributes, setting custom labels, and excluding products that should not be advertised.

Rules can be applied across thousands of SKUs, so you’re not stuck editing data one product at a time.

Getting the foundations right. That means clean, consistent titles, correct categories and product types, complete attributes (like GTIN where available), and a structure you can scale.

Once the basics are solid, optimisation becomes easier to maintain and much easier to measure.

The feed audit flags common data issues that can hold back Google Shopping performance, including weak product titles, duplicate descriptions, missing attributes, GTIN gaps, category issues, and shallow product type structure.

It’s designed to highlight the biggest opportunities first.

Suggested optimisations are prioritised recommendations from the audit and platform insights. They highlight what is most likely to improve Shopping performance first, such as title improvements, missing attributes, GTIN gaps, category and product type structure, and duplicate or low-quality data.

The aim is to give you quick, auto-created rules to instantly improve your product feed.

Performance rules use Google Ads product-level signals to help you make better decisions in your feed and campaign structure.

For example, you can flag products that are spending but not converting, label winners and underperformers, or group products into tiers so you can control budget and reporting more clearly. What we can do depends on the data available in your setup.

Incremental sales are additional sales generated on top of the revenue you are currently generating through Google Shopping.

In simple terms, it’s growth created by bringing more of your catalogue into play, especially products that are not currently getting clicks or conversions in your core setup.

We use the same conversion tracking that already exists in your Google Ads account. Our reporting is built from Google Ads product-level performance, so we can see what has sold through incremental activity and what has sold through your core campaigns.

The goal is simple: show what the incremental layer is contributing, without guessing.

Before anything goes live, our onboarding team reviews your current Google Ads tracking setup.

We regularly flag tracking issues before launch, often where sales are being overreported. If we spot something, we’ll raise it with you and, where possible, help fix it before our campaigns begin.

If the issue can’t be fixed straight away, we’d rather wait than launch using unreliable data.

Once everyone is happy with the tracking, we connect to your Google Ads API. Our software then pulls data directly from your account every day, so reporting stays accurate, up to date, and based on the same source of truth you already use.

Core campaigns have access to the easiest products to sell, such as bestsellers and proven performers.

Incremental activity targets the less visible part of the catalogue, products that are not converting today. Matching core ROAS keeps the approach commercially sensible and helps make sure incremental growth supports profitability, not just scale.

Your tracking remains your responsibility, but our team will always do their best to spot anything unusual after onboarding.

If a genuine issue comes up, we don’t want to send unfair invoices or make things more stressful than they need to be. We’ll have an honest conversation, look at what has been affected, and make sure any invoice is fair based on the revenue we have actually generated.

Our software pulls data from your Google Ads API every day.

As soon as Google reports a sale for one of your SKUs through Google Shopping, we remove it from our Incremental feed at the next refresh, usually within 24 hours.

The only thing to be aware of is conversion delay. Products are removed once Google’s API has reported the sale, so if there is a delay in Google Ads reporting the conversion, there may also be a short delay before that SKU is removed.

Our Incremental Sales software focuses on products that have not had clicks or conversions.

If you see us bidding on a product, it means that product has not sold through Google Shopping in the last 30 days, according to the Google Ads API.

Through our combination of CSS, feed optimisation and performance rules, we help underperforming products re-enter the auction with stronger product data, without interfering with the products already working in your core campaigns.

When Performance Max launched, we tested it at scale against Standard Shopping and, at the time, Smart Shopping. We also tested the different settings within PMax to make sure we could protect your wider account performance, deliver strong Incremental results, and stay true to what the service is designed to do.

We use Performance Max for Incremental campaigns, but we limit activity to Shopping traffic only. That means your ads don’t spill into other networks or overlap with your wider activity.

In simple terms, you get the Shopping-focused targeting of product listing ads, with the machine learning and performance benefits that PMax can offer.

This depends on the account, but usually, yes.

The majority of accounts utilise data-driven attribution, which helps Google connect multiple touchpoints before a sale takes place. If your ads stop showing as soon as your brand is mentioned, you can disappear from the auction at a crucial point and risk paying for traffic without the sale.

If you are crocs.com and sell Crocs, we would not automatically exclude that branded demand. The same logic applies across many retailers.

As long as the other elements of Incremental Sales remain in place, focusing on non-performing SKUs, then it makes sense to get in front of as many customers as possible who are looking to buy from you. Your Shopping feed triggers all search terms, so the majority of our Incremental traffic comes from long-tail search terms.

However, if there is a genuine reason not to target your brand, we’re happy to discuss exclusions.

No.

Avoiding cannibalisation is our main priority and the reason Incremental Sales was built the way it was.

The service is designed to sit alongside your existing campaigns, not compete with them. We focus on products that are not currently selling through your core Google Shopping activity, and remove products from our feed once they begin converting there.

If your existing campaigns were harmed by our activity, the service would not be doing its job. Our role is to help more of your catalogue contribute to growth, without disrupting what already works. That is why we have worked extremely close with Google to ensure a powerful and non-intrusive service offering.

Click here to find out more about our partnership with Google.

A Google CSS partner is a Comparison Shopping Service approved to run Shopping ads on behalf of eligible merchants.

Using a CSS partner can improve auction competitiveness in eligible markets compared to running through Google Shopping directly.

CSS can improve efficiency in eligible markets by changing how Shopping participation is handled.

In practice, this can support stronger bidding efficiency and help improve performance, depending on the account and market.

Most CSS migrations are straightforward and typically take less than 24 hours.

In most cases, switching does not interrupt active campaigns, remove historical data, or require ads to be paused.

Shoptimised supports a wide range of eCommerce platforms and data sources, including Shopify, Magento, WooCommerce, Google Sheets, and feed formats like XML, CSV, TSV, and JSON endpoints.

If your setup is more custom, our team can usually advise on the best route and help you get it configured.

Yes. Google Shopping is the main focus, but Shoptimised can also generate optimised output feeds for multiple other channels. That means you can use the same improved product data across platforms like paid social, marketplaces, and affiliate networks.

See our Multi-Channel page for the full list of supported integrations.

Yes.

Shoptimised can support multiple Google Ads and Merchant Center accounts, which is particularly useful for agencies and larger ecommerce businesses managing multiple brands or markets.

Shoptimised combines software with direct support from a UK-based team that understands Google Shopping and feed performance.

Existing customers can raise tickets through the platform for day-to-day support. You’ll also have access to our Customer Success team for onboarding and ongoing guidance. As part of that, we run regular check-ins and proactively flag opportunities to improve performance, whether that’s feed changes, campaign structure, or scaling what’s already working.

We set expectations clearly from the start and keep communication direct and practical.

For ongoing support, customers can raise tickets through the Shoptimised platform.

For strategic guidance, our Customer Success team runs onboarding and support calls, depending on your service and setup.