Most underperforming e-commerce PPC accounts don't have a targeting problem, they have a structure problem. Products are grouped inefficiently, budgets are spread evenly regardless of margin, and Shopping feeds are treated as a one-time setup rather than an ongoing asset.
Start with the product feed, not the campaigns
Your Shopping and Performance Max results are only as good as your product feed. Before touching campaign structure, check:
- Titles include the attributes customers actually search for (brand, size, colour, material)
- Product categories map cleanly to Google's taxonomy
- Pricing and stock status sync automatically, not manually
Structuring by margin, not just category
Rather than grouping campaigns purely by product category, segment by margin tier. High-margin products can absorb a higher cost-per-click and deserve dedicated budget, while low-margin, high-volume items need tighter bid caps to stay profitable.
Regional considerations for UK e-commerce brands
For businesses running physical operations from a specific region, a Leeds-based fulfilment centre, for example, factoring in delivery zones and regional demand patterns into campaign structure can meaningfully improve return on ad spend, particularly for same-day or next-day delivery offers where proximity to the customer matters.
Where PPC and SEO should meet
Your best-converting Shopping keywords are usually strong candidates for dedicated organic category pages too. This is one of the more overlooked forms of channel integration, and it's part of what separates agencies that treat SEO and PPC as genuinely connected disciplines from those that don't, a distinction we explore in our review of leading UK agencies across SEO and PPC.
Getting the reporting right
Track return on ad spend by product group, not just account-wide ROAS, an average can easily hide a handful of unprofitable campaigns propped up by a few strong performers.
Our services page covers how we structure PPC accounts for e-commerce clients, and our portfolio includes a few relevant case studies. Get in touch if you'd like an account structure review.