Shopping campaigns allows you to manage all of your products in an easy way. You will be able to use an extremely intuitive interface to remove what's not working while optimizing what's generating the most revenue for you.
Target by a Wide Range of options
Google Shopping Campaigns automatically look into your Merchant Center feed and organizes your products into many sub-categories, which can have a custom bid and can be broken down even further.
A really good strategy is to have general bids for the broad categories and then customize the bids based on top performing products to maximize profitability.
Google Shopping campaigns provide advertisers to access the inventory and product feed information straight in AdWords. Based on response throughout the beta period, Google has added the capability to bulk edit product groups at scale.
Use Analytics to Compare Revenues to Conversions
Not all sales are equal. Some of them might have higher margins, bigger values or other characteristics that make them different. If you are able to cross check the revenue data you get from analytics with the items you sold, you will be able to customize your bid even further and try to maximize your ROI.
For instance, let's say you spent $2000 in Category A for a total revenue of $1800. You made a loss! However if you look into what sold you might find out that you spent a few cents on Product 1, 2, 3, 4 and 5 and that they actually accounted for the biggest part of your revenue. This means that you can custom bid on the profitable items and reduce the spent for the ones that convert less
Exclude Products & Keywords That do Not Sell Well
You never want to appear for items that are not profitable for your business and therefore you can simply exclude them. At the same time, you will be able to remove all the keywords that are making your feed show up but that are not letting it convert well.
Your product feeds are not going to run based on a set of keywords but they are going to use the descriptions you included in the Merchant Center feed to show up when user look things up online. This means that you will still get a list of terms you showed up for.
You will also be able to add negative keywords to the campaigns in order to keep your traffic as profitable as possible.