Beating Google at Its Own Game: Small Tactics That Protect Margin
Introduction
Google’s default settings are designed to maximise Google’s revenue, not yours.
The smartest retailers look beyond defaults and use small tactics that deliver immediate savings and tighter control.
3 Common Missed Tactics
1. Running Shopping ads through Google’s CSS
Using Google’s own CSS means paying a 20% CPC premium that can be avoided.
2. Ignoring lapsed customer retargeting
Are past buyers reactivated using CRM data, or is low-cost revenue being missed?
3. Scattered competitor targeting
Are competitor terms hidden across the account with no visibility or control?
Case in Point: The £100 Fix That Saved Thousands
One retailer was paying Google’s built-in 20% Shopping premium.
By switching to a CSS partner, CPCs dropped instantly. The cost paid for itself in the first week, and every saving after went straight to the bottom line.
The Founder’s Checklist: Smarter Tactics
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Are we using a CSS partner for Shopping ads?
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Do we retarget lapsed customers using CRM data?
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Are competitor terms run in dedicated campaigns?
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Do we know which competitors we target and how much we spend?
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Do we measure the profit impact of these tactics?
Closing Note
Google will not promote tactics that reduce its revenue.
Asking these questions ensures your account is built for profit, not convenience.
