If you export your feed to the Google Merchant Center, it contains all your products and Google will advertise all your products. But do you really want that? NO!
1. Seasonal products
When the season ends, you need to stop advertising those products. Your conversion rate is likely to plummet if you are selling skis after the slopes are closed. Don’t burn your money outside the season. Save it and spend it on products that are current!
2. Products with a bad CPA
Have you realized that for some of your products you are losing money every time you sell ‘m? If the conversion cost (CPA) is higher than your gross margin, you are wasting your marketing budget. Exclude those products. If you don’t know exactly which products generate a loss, exclude the ones with the lowest price.
3. Products on the wrong channel
Spend an hour on Analytics and see which products do well on which channel. Some products are getting you a lot of sales and a great CPA on Google Shopping but underperform on price comparison sites like Nextag or Pricegrabber. For other products it’s the other way around. Make different feeds for different channels and for each feed include only products that turn a profit on that particular channel.