Google Shopping Optimization: Expert Strategies from Andrew Lolk
Apr 30, 2025If your eCommerce brand is struggling to make Google Shopping campaigns profitable, you're not alone. In a recent in-depth discussion, Andrew Lolk, founder of Savvy Revenue, shared expert advice on how to optimize Google Shopping feeds, structure campaigns, and adapt to Performance Max (PMAX) in 2025.
Whether you're a direct-to-consumer (DTC) brand or a growing online retailer, these insights are crucial to improving return on ad spend (ROAS), increasing conversions, and gaining a competitive edge in paid search.
1. Audit Tracking and Verify Conversion Data Accuracy
Before optimizing your Google Shopping account, ensure your conversion tracking is accurate. Inaccurate data due to privacy regulations, consent mode issues, or misconfigured pixels can distort performance metrics.
“Depending on where you are in the world, tracking has become a nightmare. Just check tracking.” – Andrew Lolk
Make sure:
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Cookie consent is implemented correctly
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Google Tag Manager or GA4 is correctly configured
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Conversion events match real business outcomes
Once tracking is reliable, assess bidding strategies and conversion behavior.
2. Simplify Campaign Structure for Smarter Bidding
Smart Bidding relies on data volume and stability. Avoid over-segmentation. Consolidate campaigns to give the algorithm enough conversion signals to learn and perform.
Recommended structure:
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One bid strategy across multiple campaigns
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Fewer campaigns with higher conversion volumes
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Group products by lifecycle (hero SKUs vs. long tail)
“Simplifying accounts perform better. The more data Smart Bidding has, the faster it can react.”
3. Fix Keyword Match Types to Improve Relevance
Broad match keywords can hurt performance in underperforming accounts. For low conversion rates:
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Switch to exact or phrase match
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Remove irrelevant search terms
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Scale what works before expanding
4. Three Stages of Google Shopping Feed Optimization
Andrew Lolk outlines a 3-tiered approach to feed optimization:
A. Foundational Data Hygiene
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Fill out every Google Merchant Center attribute (brand, color, material, GTIN, etc.)
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Use tools like ChatGPT to automate descriptions and formatting
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Improves product visibility and ad eligibility
B. Optimizing Product Titles
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Keyword-stuff titles with brand, product type, model, material (up to 150 characters)
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Front-load with most relevant terms
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Avoid overly generic terms like "clothing"—be specific
“Just stuff the heck out of the titles. More is better.”
C. Product Type & Category Segmentation
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Use descriptive, hierarchical taxonomies (e.g., "Shoes > Running Shoes > Marathon")
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Improve reporting and feed grouping
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Helps Google associate similar products via Smart Bidding
👉Top 2 Google Shopping Campaign Optimisations You Need in 2025
5. Availability and Stock Data Affects Conversion Rates
Low stock on popular sizes or variants often leads to conversion rate drops. Use custom labels or automation rules to:
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Flag underperforming stock scenarios
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Set out-of-stock rules based on data, not assumptions
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Adapt based on peak vs. off-season behavior
6. Structuring Google Ads Campaigns for eCommerce Growth
Campaign structure should match your business model:
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Few SKUs: Use a single campaign split by hero vs. other products
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Seasonal inventory: Segment by time of year (e.g., winter vs. summer collections)
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Rotating sales: Use sale-based segmentation to focus Smart Bidding on discounted inventory
“Think about your marketing calendar. Your campaign structure should reflect it.”
7. Performance Max (PMAX): How and When to Use It
Andrew advises against using PMAX blindly:
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PMAX campaigns don’t communicate with each other
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Display and video placements are often ineffective
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Keep PMAX campaigns limited and isolated
Best practices:
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Use for new customer acquisition
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Leverage brand competitor targeting
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Don’t duplicate PMAX campaigns—consolidate for better learning
8. YouTube and Video Ads: Build Awareness, Don’t Chase ROAS
YouTube is a powerful but misunderstood channel. Expect long-term impact, not direct conversions.
Key recommendations:
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Allocate 30% of video budget to view-based campaigns for audience building
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Use the other 70% for conversion-focused ads
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Separate creative for YouTube Shorts vs. in-stream formats
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Avoid waste by excluding kids and music placements
“YouTube is not a direct response channel. Use it to build brand memory and measure incremental lift.”
Final Thoughts: Simplify, Optimize, and Align with Google’s Machine Learning
To scale your eCommerce brand profitably in 2025, your Google Ads strategy must evolve:
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Streamline your account structure
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Optimize your shopping feed comprehensively
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Understand when to apply PMAX—and when to avoid it
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Leverage YouTube for brand building, not just conversions
“If your feed is well-structured and your titles are keyword-rich, and you're still not converting, then something deeper is broken—likely your landing page or offer.”