7 months ago, we started working with a brand running over 12,000 SKUs.

When you're dealing with a catalog that size, there are 3 problems you have to work through:

1. Filling out feed attributes and Merchant Center settings for every single item

2. Segmenting properly so the algorithm prioritizes your best products

3. Finding the waste and cutting it fast (think of the money you’ll lose on 10,000 low-ROI products)

This is a problem for brands of all sizes.

But it amplifies when you're in the hundreds or thousands of SKUs.

In fact…

When we audited this account, we found over $100K a month being spent on products generating little to no revenue.

6 figures a month, just gone.

To fix that, here're the steps we took:

One of the first things we touched was titles.

We rewrote them to include the exact terms people were searching for.

Then we went through all the missing or unoptimized attributes that were limiting their visibility.

We also cleaned up their Merchant Center settings, including:

These things get ignored all the time, but they directly affect how you show up in the search results.

When you get them right, CTR goes up, and that's one of the key signals that pushes your rankings.

Right after we onboarded the brand, we excluded unprofitable SKUs and cut high-cost, low-return search terms.

We also found that…

They were promoting the same products across different campaigns.

As a result, they were competing against themselves in the auction, which drove up CPCs for no reason.

This is pretty common for brands with a large catalogue.

They usually have a catch-all running alongside more specific campaigns.

All of them enter the auction and fight for the same query.

For this brand, we restructured their account so that each campaign pushed a different set of products.

(More on that in the next section)

First, we categorized products using product types and custom labels.

This allowed us to segment by:

High-volume and high-potential products got their own campaigns.

This way, we had more control over their budgets, bidding strategies, and search term quality.

At the same time…

We layered in advanced strategies like product duplication to:

We ran all three of these in parallel the entire time working with the brand.

One month in, we were already seeing big improvement.

They were getting more sales while spending less in both countries they targeted.

And after 5 months, we generated $6.3M for this brand across US and Australia.

Shopping is one of those campaign types that seems a little boring.

It’s not really exciting to fill in feed attributes, fix Merchant Center errors, segment products, etc.

But if you ask me…

I’d rather spend the time doing that than losing 5, 6 figures per month on a catalog that's working against you.

Or at least, hire someone to handle it.

Because the more products you have, the more ways there are to structure and optimize them wrong.

Which means more ways for waste to show up.

So here’s what I’d recommend:

Check how many of your products are pulling their weight right now.

If you're running a big catalog…

The number will probably be worse than you expect.

Or if you want us to do that for your brand… we’ll run a free account audit to find the stuff that's eating your budget.

We typically find 15-20+ issues per account.

You can implement this stuff yourself, or, if you want, we can do it all for you. (no strings attached, obviously, totally optional)

Grab a call with us here.

Jackson

Founder and CEO of Echelonn

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