Google Shopping Optimisation
Know which products deserve your budget
PriceShape uses pricing data to highlight products with strong conversion potential on Google Shopping while maintaining margins, helping you maximise your marketing ad spend.
- Pinpoint products that drive traffic
- Push spend where you're most competitive
- Improve ROAS and protect your margins at the same time
Know where to push your spend
Stop losing market share in Google Shopping
Your placement is generally determined by how much you bid, how relevant Google thinks your product is, and its price. The cheapest variants secure the first result 70% of the time. Pricing optimisation can deliver up to 10x more volume at a similar CPC.
With an evenly spread ad spend, you’re likely bidding on products where a competitor will win, while missing products where you could win. Optimisation can help prevent this – and boost your ROAS.
Product spend optimisation
Google Shopping performance starts with price
Get started in minutes with PriceShape. Choose which SKUs or GTINs you want to manage and let the platform deep dive for you. You can even use it to segment them by top-performers, slow-movers, and other benchmarks - perfect if you’re working with an agency and need a quick handover.
See which products can maximise ROAS
Compare your prices with your competitors to see exactly where you sit on Google Shopping SERPs. Your campaigns back the auctions you can win, thanks to our data bridge with Google Merchant Centre, and pull back on those where you’re less likely to.
Track both revenue and margin
Your Google Ads account optimises for revenue. But it doesn’t always catch the margin behind the price. PriceShape adds that essential layer. It shows you where you can sell at a healthy margin and where you’re least likely to maintain it if you discount.
Bring stock levels into your spend optimisation
Use competitor stock status as a signal to decide which products to prioritise in your Google Shopping feed, so you spend more on products where competitors are out of stock, but you have products to move.
Keep every campaign current
Pricing teams, whether in-house or at an agency, struggle to review thousands of SKUs where prices change daily. PriceShape, however, scrapes competitors’ prices daily, so you can always see exactly where your campaigns sit in the market.
Product feed optimisation
How you can use PriceShape for ad spend optimisation
Basket-openers are your secret weapon.
That’s why PriceShape’s intelligent pricing helps you find them.
Simply chasing the lowest price can lead to a detrimental “race to the bottom”. That’s where pricing intelligence comes in. It can help you pinpoint the products that actually drive traffic and convert, without compromising on margin.
You can even use labels to set parameters for every product: price position and margin. This helps you spot your basket-openers at a glance. As Denmark’s leading marketing and AI consultancy puts it, basket-openers can help drive up to:
- 100x higher revenue
- 7x higher ROAS
- 18x more clicks per ad
- 5x higher conversion rate
- 14% lower CAC
Why does this matter? Because up to 70% of the time, the cheapest variant is shown as the first result on Google Shopping. With basket-openers, it’s there that you can compete.
PriceShape optimises across more than just Google Shopping
Google Shopping isn’t the only place where you put ad spend. That’s why PriceShape can help you with marketing spend optimisation on other marketplaces. PriceShape shows you marketplace data from more than one million webshops, so you can decide where your budget will work best when implementing your strategies. With PriceShape, you can see:
- Products the are priced competitively, and can be pushed
- Products that are priced above the market, so are less competitive
- How any discounts would impact margin before you commit
Want a quick sneak peek at your company's data?
With PriceShape’s market data engine, we provide high-end insights for e-commerce and brands to help strengthen their market position and competitiveness in a competitive world.
penny our AI pricing analyst
Find the products you can use to boost ROAS
Penny reads through your entire assortment in just a few minutes, looking at price position and margin first. It gives you a list you can put straight into your campaigns. Penny can help you:
- Find products where you're cheapest in the market and still above your margin threshold
- Flag products priced 20% or more over the lowest market price, so you can cut spend on them
- Show your top 10 best sellers with their price position and margin
- Spot slow movers whose price position reduces conversion
what priceshape can offer
Google Shopping optimisation
Price competitiveness is a Google Shopping ranking factor
Most retailers focus on bids when Google Shopping underperforms. But Google also rewards competitive pricing with better placements and lower CPCs. Your price position is not just a commercial decision. It directly affects how often your products appear and what you pay per click.
Your feed is only as good as the data behind it
A clean product feed gets you into the auction. A well-enriched feed helps you win it. With PriceShape, you can build custom labels based on:
- Margin and profitability
- Stock levels and availability
- Price position relative to competitors
That means your campaign structure follows your best opportunities, not just your biggest catalogue.
Not all products deserve equal budget
Spending evenly across your catalogue is one of the most common ways retailers waste money on Google Shopping. The products worth investing in share three things:
- Competitively priced against the market
- In stock and ready to convert
- Strong margin to justify the spend
Everything else is cost without return.
Your feed is only as good as the data behind it
A clean product feed gets you into the auction. A well-enriched feed helps you win it. With PriceShape, you can build custom labels based on:
- Margin and profitability
- Stock levels and availability
- Price position relative to competitors
That means your campaign structure follows your best opportunities, not just your biggest catalogue.
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Marketing optimisation FAQs
How does competitive pricing affect Google Shopping performance?
Google rewards competitive prices with better placements and lower CPCs. When your product is priced in line with or below competitors, it becomes more relevant in the auction, which means more clicks for less spend. PriceShape gives you the competitor pricing data you need to stay competitive on the products that matter most.
How do I know which products to prioritise in my Google Shopping campaigns?
Not every product deserves equal budget. PriceShape lets you segment your product feed using real-time pricing data, margin, and stock levels so you can identify which products are competitively priced, conversion-ready, and worth investing in. The result is a smarter allocation of ad spend across your catalogue.
What is the basket-opener strategy, and how does it improve ROAS?
The basket opener strategy focuses your ad spend on a selected group of products that are competitively priced and likely to drive traffic and conversions. Rather than chasing the lowest price across your entire catalogue, you identify the products where being competitive on price makes the biggest commercial difference. In a real-world test with s360, this approach delivered 7x higher ROAS and 100x higher conversion value compared to a control group.
Can PriceShape integrate with my Google Shopping feed?
Yes. PriceShape connects to your product feed and enriches it with competitor pricing data, custom labels, and performance signals. Your Google Shopping campaigns always reflect your current price position, without manual updates.
Does PriceShape work with Google Shopping specifically, or other ad channels as well?
PriceShape is built around your product data, which means the pricing intelligence it provides is applicable across channels. That said, the Google Shopping use case is where retailers see the most immediate impact, particularly around feed optimisation, custom label strategies, and margin-led bidding decisions.
How is this different from adjusting bids manually in Google Ads?
Bid adjustments increase what you’re willing to pay for a click, but they don’t change how relevant your product is in the auction. Competitive pricing improves your product’s relevance score directly, which earns better placements and auction discounts that bidding alone can’t buy. PriceShape addresses the relevance side of the equation that Google Ads doesn’t.
See your market data in a free trial
Get full access to all features during your trial. Compare your products against the market, spot pricing opportunities, and know exactly where you stand.
We support you from day one:
- A dedicated specialist guides you through the full trial period
- Set up the competitors and resellers you want to monitor
- Use Insights to read your market at a glance
- Use Penny to ask questions and get answers from your data