Unlocking the Catalogue: Turning Large Product Ranges Into Profit
Introduction
Large catalogues are both a strength and a weakness.
In many Google Ads accounts, a small group of bestsellers absorbs most of the budget while thousands of other SKUs remain invisible.
That is hidden margin left untouched.
3 Common Catalogue Leaks
1. Bestsellers take all the budget
Do top SKUs dominate spend at the expense of incremental profit from the long tail?
2. Poor campaign structure
Does the account mirror website taxonomy?
Without structure, visibility and control disappear.
3. Ignored long-tail products
Which high-margin SKUs receive little exposure?
Without dedicated campaigns, they never scale.
Case in Point: The 80/20 Blind Spot
We audited a retailer with 15,000 SKUs.
80% of revenue came from just 50 products. The remaining products received little or no visibility, despite several delivering higher margins.
After restructuring campaigns, isolating bestsellers, and boosting hidden gems, incremental profit increased without raising spend.
The Founder’s Checklist: Catalogue
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Are our most profitable SKUs prioritised correctly?
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Is campaign structure aligned with website taxonomy?
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Do we isolate bestsellers for control?
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Do we actively test long-tail products with margin potential?
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Are we balancing focus across the full catalogue?
Closing Note
A large catalogue should not mean wasted opportunity.
With the right structure, every SKU can contribute to profit.
