If your #1 Google Shopping goal is to improve your return on ad spend (ROAS) or cost/sale, think like an investor. That’s according to one marketing manager from a billion-dollar, U.S.-based department retailer. He handles the company’s Google Shopping initiative and other paid marketing programs.
“Intelligent allocation of spend is critical to success in Google Shopping,” he told me when I spoke to him about his Google Shopping strategy. “You have to put the right amount of weight into each product, and continually adjust that weight to maintain your return goal.”