01. Account structure
Google Ads account.
Your Google Ads account is where everything lives: your campaigns, your budgets, your billing details and your history. It belongs to your business, and the people who manage it for you are given access to it.
It matters because the account is a record of what has been learned about your customers. If it sits in somebody else's name, that history can leave with them.
For example, if a plumber has run ads for three years, the account holds every search term that produced a call and every one that wasted money. A new agency inheriting that account starts well ahead of one starting from nothing.
Manager account.
A manager account is a separate login that lets an agency view and work on several Google Ads accounts without holding each client's password. Your own account stays yours, and you can remove the agency's access whenever you wish.
You may see it described as a manager or MCC account in your reports. It makes no difference to what you are charged: your ad spend goes through your own account.
Campaign.
A campaign is the top-level container in your account. It holds a budget, a location, a type (Search, Shopping and so on), a bidding strategy and one or more groups of ads.
Most decisions that change your costs are made at campaign level, so your report is usually organised by campaign. Keeping separate campaigns for separate goals lets you see what each one costs and returns.
For example, a dental practice might run one campaign for emergency appointments with a daily budget of £12 and another for teeth whitening with £8. If the whitening campaign shares a budget with the emergency one, you can never tell which of them produced the bookings.
Ad group.
An ad group sits inside a campaign and holds a set of closely related keywords and the ads written for them. The tighter the theme, the easier it is to write an ad that matches what people typed.
In newer campaign types such as Performance Max the equivalent is an asset group, which works in a slightly different way.
For example, a bathroom fitter might have one ad group for 'walk-in showers' and another for 'wet rooms'. Each gets its own ad wording and its own landing page, so someone searching for a wet room doesn't land on a page about showers.
See also Asset groups
Location targeting.
Location targeting tells Google where your ads may appear. You can choose countries, regions, cities or a radius around an address.
There is also a setting for whether people who are interested in a place, not only physically in it, can see your ads. Left on its default, an ad for a plumber in your town can be shown to someone in another city who searched for 'plumber' and your town's name, which is rarely what a local business wants.
Your report's location breakdown shows where clicks actually came from, which is the quickest way to spot a mismatch.
For example, a locksmith serving a small area around its shop that sees 20 per cent of its clicks arriving from a city far outside it is paying for visits it cannot serve.
02. Campaign types
Search campaigns.
A Search campaign shows text ads on Google's search results when someone types something related to your keywords. Because the person is actively looking, it is usually the closest match to buying intent that Google Ads offers.
It is the foundation of most small business accounts. Other campaign types are normally added around it, not instead of it.
For example, someone in your area searching 'emergency electrician near me' sees your ad at the top of the page. You pay only if they click.
See also Search intent
Performance Max.
Performance Max is a goal-based campaign type that runs your ads across Google's inventory from a single campaign: Search, YouTube, Display, Discover, Gmail and Maps. You supply the text, images, videos and a goal, and Google decides what to show and where.
It can find extra conversions, but it gives you less visibility than a Search campaign. Brand exclusions and negative keywords at campaign level help keep it from spending on people who were already looking for you. If a search matches an exact match keyword in one of your Search campaigns, the Search campaign is served ahead of Performance Max.
We read its channel and asset group reports every month so you can see where the results actually came from.
For example, a furniture shop adds its product feed to Performance Max. Part of the spend goes to Shopping results and part to YouTube, and the report is how we check that the YouTube share is earning enquiries and not just views.
See also Conversions
AI Max for Search.
AI Max for Search is a set of optional settings inside an ordinary Search campaign, not a new campaign type. It expands which searches can trigger your ads, can adjust the wording of your ads to fit the search, and can send people to a different page on your site where it judges that page to be more relevant.
It can bring in searches you hadn't thought of, and it can also bring in searches you wouldn't want. Controls such as brand, location and text guidelines let us limit it, and we review the search terms report to see what it matched. Google is also moving some older features into it: Dynamic Search Ads, automatically created assets and the campaign-level broad match setting are being upgraded to AI Max, so you may see changes in an existing account.
Results vary by account, so we switch it on where there's enough data to judge it and watch it closely.
For example, an accountant's ad is shown for 'help with provisional tax' even though that exact phrase isn't a keyword, and the visitor lands on the tax page rather than the home page. If the same setting also matches 'free tax calculator', we exclude it.
See also Search intent
Demand Gen.
Demand Gen runs image, video and carousel ads on Google's visual and discovery surfaces, such as YouTube, Discover and Gmail. It is built for people who aren't searching for you yet but fit the kind of customer you want. It replaced the older Discovery campaigns and Video action campaigns.
Because nobody has typed a search, results often come more slowly and can cost more per enquiry than Search. It works best to build interest and to follow up people who have already visited your website, alongside a Search campaign.
For example, a wedding venue runs a short video to people who have recently looked at wedding venues. Few will enquire that day, so the report looks at visitors who return to the website and enquire later.
Shopping campaigns.
Shopping campaigns show a picture of your product with its price and shop name, taken from your product feed in Merchant Center. You don't write the ads; Google builds them from the feed.
Because the feed is the ad, the quality of your product titles, prices and images decides how well these campaigns perform. They suit shops with products that can be listed and priced online.
For example, a shoe retailer's feed lists 'Men's leather Chelsea boot, tan, size 9'. When someone searches for that, the boot appears with its price of £65. If the feed says only 'Boot', it will rarely appear for the right searches.
See also Product feeds
Display and YouTube campaigns.
Display campaigns show image ads on websites and apps across the Google Display Network. YouTube campaigns show video ads before, during or beside videos. Both reach people who aren't searching, so they are about awareness and reminding people who have visited before.
They can be cheap per click, and they can also be weak per enquiry. We only use them where there's a clear job, such as reminding past visitors, and we judge them on conversions and not on views.
Audiences and remarketing.
An audience is a group of people Google can recognise, such as visitors to your website in the last 30 days, or customers on a list you've uploaded. Remarketing means showing ads to people who have already been to your website.
Audiences are used to narrow, bid differently on or follow up groups of people. Uploading a customer list needs a lawful basis for that data and is handled carefully.
For example, a joiner runs a reminder ad for 30 days to people who viewed the 'kitchen fitting' page but didn't ask for a quote.
03. Keywords and search terms
Keyword.
A keyword is a word or phrase you ask Google to match against what people type. It is a signal to Google about the kind of search you want to appear for, not an exact script.
How closely Google must match the keyword is set by its match type. A keyword that looks sensible can attract the wrong searches if it is too loose, which is why we review what people actually typed.
For example, 'boiler repair Stockport' is a keyword. 'My boiler has stopped working in Stockport' is what someone typed, and Google decides whether the two are close enough to show your ad.
See also Keyword research
Exact match.
Exact match shows your ad for searches with the same meaning as your keyword, including close rewordings and spelling variations. It is the tightest of the three match types.
It gives the most control, and it is the match type Google prioritises in a Search campaign over Performance Max. The cost is volume: you will miss searches phrased in ways you didn't foresee.
For example, the exact keyword [emergency plumber] could show for 'emergency plumbers' but not for 'plumber for a burst pipe'.
See also Broad match
Phrase match.
Phrase match shows your ad for searches that include the meaning of your keyword, with extra words allowed before or after. It sits between exact and broad match.
It is a common starting point because it keeps the searcher's intent close to your wording while still allowing some variety.
For example, the phrase keyword "wedding photographer" could show for 'wedding photographer near me', but not for 'wedding venues'.
Broad match.
Broad match is the loosest match type. Google can show your ad for searches it judges related to your keyword, even when the words are quite different, using signals such as the rest of your account and the page you send people to.
Used alongside automated bidding and good conversion data it can find searches you wouldn't have listed. Without that, it can spend on irrelevant searches, so it needs tight negative keywords and a regular look at the search terms report. Broad match modifier is no longer offered: Google now treats older modified keywords as phrase match.
For example, the broad keyword 'garden design' might show for 'landscaper for sloping garden' (useful) and 'garden design jobs' (not useful), which is why we check what it matched.
See also Exact match
Search terms report.
The search terms report lists the actual searches that led to clicks on your ads. It is different from your keyword list: keywords are what you asked for, search terms are what people typed.
It is the single most useful report for finding waste and for finding new ideas. We review it every month and propose negative keywords for your approval.
For example, a roofer finds that £30 of a month's spend went on searches for 'roofing jobs near me', from people wanting employment and not a roof. That is exactly what the report is there to expose.
Negative keywords.
A negative keyword tells Google not to show your ad for searches containing that word or phrase. It is how you stop paying for clicks from people who could never become customers.
They can be added at campaign or account level, and in shared lists. Choosing them is a judgement about intent, not just spend, because a term that has cost money may still be a genuine customer. We never block the plain name of a service you sell.
For example, a bridal boutique adds 'hire', 'cheap' and 'second hand' as negatives, because it sells new gowns at full price. It leaves 'wedding dress' alone.
See also Excluded search terms
Brand campaigns.
A brand campaign shows ads when people search your business name. Those people already know you, so it usually produces cheap, high-converting clicks.
That is also why it can flatter your results. A report that blends brand and non-brand clicks can look healthy while the campaigns finding new customers struggle, so we show them separately.
For example, an estate agent's brand campaign converts at 18 per cent at £0.60 a click, while its 'houses for sale' campaign converts at 2 per cent at £1.25 a click. Blended together the account looks better than the part that finds new buyers.
See also Brand versus non brand searches
04. Ads and assets
Responsive search ads.
A responsive search ad is the standard text ad on Search. You supply up to 15 headlines and 4 descriptions, and Google mixes them into different combinations to suit each search. The older expanded text ads can no longer be created or edited.
Because Google chooses the combinations, we judge the ad as a whole and look at the asset report to see which headlines are carrying it. Pinning a headline to a position gives control but reduces what Google can test.
For example, a dentist supplies headlines such as 'Same-day emergency appointments' and 'Gentle family dentistry'. Google may show the first to someone searching 'emergency dentist' and the second to someone searching 'family dentist'.
Assets.
Assets are the building blocks of your ads: headlines, descriptions, images, videos, logos, and extras such as sitelinks, callouts, phone numbers and structured snippets. Google now calls the extras assets; they used to be called extensions.
Sitelinks add extra links to pages on your website. Callouts are short non-clickable lines such as 'Free quotes'. Extra assets make an ad larger and give people more ways to act, and Google expects them to improve results, though that isn't guaranteed.
For example, an electrician adds sitelinks to 'Rewiring', 'Fuse boards' and 'Contact us', and callouts reading 'Fully insured' and 'Free quotes'.
Call and lead form assets.
A call asset adds a phone number to your ad so people on a mobile can ring you directly. A lead form asset lets someone send their details to you without leaving Google.
They are useful when enquiries happen by phone or when your website form is a hurdle. They need their own tracking, and lead form enquiries need to be checked, because quality can be lower than from your own form.
For example, a locksmith's ad includes a call button. If the phone calls aren't counted as conversions, the report will understate what the ads produce.
See also Call tracking
Asset groups.
In Performance Max, an asset group is a collection of images, text, logos and videos built around one theme or audience. Google combines them into ads for the different places it shows.
One theme per asset group matters: a group mixing 'kitchens' and 'bathrooms' gives Google muddled instructions, and gives you muddled reporting.
For example, a Leicester home improvement firm uses one asset group for loft conversions, with loft photographs and loft wording, and another for extensions, with their own.
Ad strength.
Ad strength is a rating Google gives a responsive search ad, from Poor to Excellent, based on how many varied assets it holds. It is a guide to variety, not a measure of how well the ad sells.
A higher rating doesn't guarantee more enquiries. We use it as a prompt to add useful wording, and we test by conversions.
For example, a Poor-rated ad with three near-identical headlines can be improved by adding headlines about price, location and guarantees. We'd then judge the change on the cost per enquiry, not on the rating.
Final URL and landing page.
The final URL is the page a person lands on after clicking your ad. It is the page where the enquiry or sale actually happens.
A good ad can't rescue a slow or off-topic page. With AI Max, Google can choose a different page if final URL expansion is on, so it is worth checking which pages it picks and whether your tracking works on them.
For example, an ad for 'boiler servicing near me' should land on the servicing page with a booking form, not the home page where the visitor has to hunt for it.
See also Landing and supporting pages
05. Bidding and budgets
Smart Bidding.
Smart Bidding is Google's name for bidding strategies that set your bid for each auction automatically, using signals such as device, location, time and what it knows about the person. Maximize conversions, Target CPA, Maximize conversion value and Target ROAS are all Smart Bidding.
It can only optimise towards what you've told it counts. If your conversions are wrong, Smart Bidding efficiently chases the wrong thing, so we check the conversion setup before we touch bidding.
For example, a solicitor tells Google that a booked consultation is a conversion. Google then raises bids for people who look like past bookers and lowers them for people who don't.
Maximize conversions.
Maximize conversions tries to get as many conversions as possible within your budget. It needs no target, which makes it a common first strategy for a campaign.
Because it spends your whole budget, it can pay a high price for the last few conversions. For lead generation, we move to a cost per conversion target once there are enough conversions for Google to learn from.
For example, a daily budget of £40 on Maximize conversions will be used up each day, even if the last £10 buys one enquiry at a much higher cost.
See also Conversions
Target CPA.
Target CPA tells Google the average cost you are willing to pay for a conversion, and it adjusts bids to hit that figure. Google changed its labels in June 2026 so that it appears simply as Target CPA, where it used to appear as Maximize conversions with a target. How it works did not change.
Set too low, it starves your campaign of traffic. Set to the true value of an enquiry, it gives you predictable costs. We set targets from your real cost per enquiry, not from a guess.
For example, a plumber who earns on average £125 from a booked job and closes one enquiry in three might set a target of £20 per enquiry. Asking for £5 would simply stop most ads from showing.
Maximize conversion value.
Maximize conversion value aims to get the highest total conversion value within your budget, rather than the most conversions. It suits shops, where a £100 order matters more than a £10 one.
It only helps if the values passed to Google are real. If every enquiry is given the same made-up value, it behaves like Maximize conversions.
For example, a furniture shop passes the actual order value to Google. A £600 sofa sale then counts for more than a £8 cushion sale.
See also Conversion value
Target ROAS.
Target ROAS tells Google the return you want for every £1 spent, and it adjusts bids to aim for that. As with Target CPA, Google changed its label in June 2026, so it now shows simply as Target ROAS, with no change to behaviour.
It needs real, accurate sale values and a steady number of sales. If the volume is small, the target can swing results sharply.
For example, a target of 400 per cent means Google aims for £4 of sales for every £1 of ad spend.
See also Return on ad spend
Maximize clicks and manual bidding.
Maximize clicks gets as many visits as possible for your budget. Manual bidding lets you set the maximum cost per click yourself.
Both aim at visits, not at enquiries, and can fill an account with clicks that never become customers. We use them sparingly, for example to gather early data before a campaign has any conversions.
For example, a new campaign for a Bournemouth gym with no conversions yet might start on Maximize clicks for a few weeks, then switch to a conversion-based strategy.
Daily budget.
Your daily budget is the average amount you're happy to spend on a campaign each day. On any single day Google can spend up to twice that, but over a month it won't charge more than the daily budget multiplied by 30.4.
So a day with higher spend isn't an error. What matters is the monthly total, which we track against a computed run-rate and flag if it's heading over or under.
For example, with a £10 daily budget, one day may cost £19, and the most you'd be charged in a month is £304.
Learning period.
After a change to a bidding strategy, budget or target, automated bidding needs time to settle, and results can swing in the meantime. Google shows the status of each strategy in the account, for instance 'Learning'.
That's why we make one change at a time and avoid stacking others on top. If results dip in the first days after a change, it isn't automatically a sign that the change was wrong.
For example, if we change a Target CPA on a Monday and the Wednesday numbers look poor, we wait for the status to show it has settled before we judge it or change anything else.
06. Measuring results
Conversion actions.
A conversion action is a specific thing you tell Google Ads to count, such as a form submission, a phone call from an ad or a purchase. Each has its own settings, including how many to count per click and how long after a click it can be credited.
These settings decide what your report shows and what Google's automatic bidding aims for. For leads we count one conversion per click, and for sales every purchase.
For example, a roofer has three conversion actions: quote form, call from ad and brochure download. If all three count equally, 100 brochure downloads can hide the fact that only 4 people asked for a quote.
See also Conversions
Primary and secondary actions.
Primary conversion actions are the ones Google counts in your 'Conversions' column and uses to decide bids. Secondary actions are tracked for information but don't influence bidding.
We make only the actions that match real business outcomes primary. A newsletter sign-up or a page view that's marked primary will quietly teach Google to chase the wrong people.
For example, 'quote requested' is primary for a builder and 'viewed contact page' is secondary. Bids follow the first and ignore the second.
Conversion value.
Conversion value is the money figure attached to a conversion. For a shop it's the order value. For a service business it can be an estimate of what an enquiry is worth.
If it's a guess, it's labelled as one. Return figures built on invented values look precise and can mislead, so we say plainly when a value is real and when it is an estimate.
For example, if one in four enquiries becomes a £300 job, each enquiry could be given a value of £75, and we'd state that this is an estimate and not revenue.
Conversion value rules.
Conversion value rules adjust the value of a conversion depending on location, device or audience, so that bidding favours the customers worth more to you. They affect both your reported values and automated bidding.
They're helpful when the same enquiry is clearly worth more in one place than another. They also change your numbers, so we note any rules in place when we compare months.
For example, a Home Counties kitchen fitter doubles the value of conversions from a wealthy postcode area, because jobs there are typically twice the size.
Cost per click.
Cost per click (CPC) is what you pay, on average, each time somebody clicks your ad. It's set by an auction, not by a fixed price.
A falling CPC isn't necessarily good news, and a rising one isn't necessarily bad. What matters is the cost of an enquiry, which depends on both the click cost and how many clicks become enquiries.
For example, £2 a click with a 5 per cent enquiry rate costs £40 per enquiry. £3 a click with a 10 per cent rate costs £30, so the dearer clicks are the better deal.
See also Clicks
Cost per conversion.
Cost per conversion, often shortened to CPA, is your ad spend divided by the number of conversions. It's the figure that tells you what an enquiry or a sale costs.
It is only as meaningful as the conversions behind it. We always state which conversion actions the figure is based on, so months can be compared fairly.
For example, £450 of spend that produces 30 quote requests is £15 per enquiry.
See also Conversions
Conversion rate.
Conversion rate is the proportion of clicks that become conversions. It is conversions divided by clicks.
A low rate with plenty of clicks points to the wrong searches or a weak page, which is a different problem from an ad that isn't being clicked.
For example, 600 clicks that produce 24 enquiries is a 4 per cent conversion rate.
See also Click-through rate
Return on ad spend.
Return on ad spend (ROAS) is the sales value you get back for each £1 of ad spend. It is conversion value divided by spend.
It's only meaningful for businesses that record real sale values. It measures revenue, not profit, so a high ROAS can still lose money on thin margins.
For example, £5,000 of spend that produces £20,000 of sales is a ROAS of 4, or 400 per cent.
Enhanced conversions.
Enhanced conversions improve how accurately Google can match a conversion to an ad click. When someone submits a form, details such as their email address are scrambled with a one-way method called SHA256 hashing before they're sent, so Google receives a code and not the address.
It can help recover conversions that standard tracking misses, and it improves the data automated bidding relies on. It needs the right settings on your site and a check in Google Ads that it is receiving data.
For example, a solicitor's enquiry form is submitted from a phone that blocks tracking cookies. With enhanced conversions on, the hashed email can still be matched, so that enquiry is counted.
See also Tracking containers
Offline conversion import.
Offline conversion import sends results that happen outside your website, such as a quote accepted or a job completed, back to Google Ads. It links them to the original ad click.
It lets Google bid for the enquiries that turn into paying customers, not just the ones that fill in a form. It needs your enquiries to be recorded with a click ID, and your systems to record what happens next.
For example, a solar installer marks the leads that became signed jobs. Google then learns to find more people like those, and fewer like the ones who only wanted a price.
Consent Mode.
Consent Mode adjusts how Google's tags behave according to what a visitor has agreed to on your cookie banner. In basic mode, the tags don't load until the visitor chooses. In advanced mode they load straight away but send only limited, cookieless signals until consent is given.
Where visitors decline, Google can estimate some of the missing conversions with modelling. Those figures are estimates and need enough data to work, so they should not be treated as exact counts.
For example, if 40 per cent of visitors to a site decline cookies, without Consent Mode their enquiries vanish from your Google Ads report. With it, part of that gap is modelled back in.
See also Cookie consent
Data-driven attribution.
Data-driven attribution is the default way Google Ads shares credit for a conversion between the ads a person interacted with. First click, linear, time decay and position-based models have been retired. Last click is still available.
Google doesn't publish how credit is worked out, so the figures can shift without anything changing in your account. Where we see a large swing in one month, we check for a measurement change first.
For example, someone clicks a Search ad, later sees a video ad, then enquires. Data-driven attribution may give each ad part of the credit, where last click would give it all to the final one.
See also Attribution
07. Quality and auction
Ad auction.
Every time someone searches, Google runs an auction to decide which ads appear and in what order. Separate auctions run for each ad location on the page, such as the top of the results and the bottom.
You don't simply pay the highest price. Your ad's quality and the expected effect of your assets also count, which is how a well-run small account can beat a larger one.
For example, a Bournemouth gym with a relevant ad and fast landing page can win a position above a national chain bidding more.
Ad rank.
Ad rank is the value Google calculates in each auction to decide whether your ad is eligible to show and where it sits. It depends on your bid, the quality of your ad and landing page, the context of the search and the assets you use.
Google doesn't publish an exact formula, so anyone quoting one is guessing. What you can influence is relevance and the experience after the click, not only the bid.
For example, two plumbers bid £1 a click. The one whose ad matches the search closely and whose page loads quickly can rank above the other.
Quality Score.
Quality Score is a 1 to 10 diagnostic rating shown for each keyword. It is based on expected click-through rate, ad relevance and landing page experience, each rated above average, average or below average against other advertisers.
Google states that it isn't an input to the auction, so it won't be improved for its own sake. We use it as a pointer to what to fix, and judge the work on your cost per enquiry.
For example, a keyword with 'below average' landing page experience tells us the page, not the bid, needs attention.
See also Click-through rate
Impression share.
Impression share is the percentage of the times your ad could have shown that it actually did. Google also shows how much you lost to budget and how much to rank.
If you lost share to budget, a campaign that's performing could show more with more budget. If you lost it to rank, a higher budget won't help and the issue is relevance or bids.
For example, a campaign with a 55 per cent impression share, of which 30 per cent was lost to budget, is running out of money before the day is over.
See also Impressions
08. Shopping and feeds
Merchant Center.
Merchant Center is a free Google account where you upload your product feed and where Google records what you sell. Shopping campaigns and Performance Max for shops draw their products from it.
It has its own rules and its own diagnostics, separate from Google Ads, so problems can sit there unseen. We check it each month.
For example, a shop's Google Ads account is healthy, yet 40 products have been stopped in Merchant Center for a missing image size. The ads simply can't show those products.
See also Product feeds
Product disapprovals.
A disapproval means Google has refused to show a product, usually because the feed breaks a rule or disagrees with the website. Common causes include a price or availability that doesn't match the page, a missing identifier, or an unusable image.
Disapprovals are shown in Merchant Center, not in Google Ads, so a range can be partly hidden without anyone noticing unless someone checks. Fixing the feed is usually a better use of time than raising the budget, because a disapproved product cannot show however much is spent.
For example, a homeware shop lowers a lamp's price on its website but the feed still says £119 where the site says £99. The mismatch gets the lamp disapproved until the feed is updated.
Feed titles and attributes.
Attributes are the fields in your feed: title, price, brand, colour, size, availability and so on. The title matters most, because Google uses it to decide which searches a product matches. It can run up to 150 characters.
Put what shoppers search for first: brand, product type, and the details that distinguish it. Google says to leave promotional wording, such as 'sale' or 'free delivery', out of titles and to give that information in the other attributes.
For example, 'Nike Air Zoom Pegasus 41 men's road running shoes, black, size 9' will match far more of the right searches than 'Pegasus'.
GTINs and brand.
A GTIN is the barcode number printed on a product. Google uses it to recognise exactly which product you're selling. Where a product has a real GTIN, it should be in the feed, and it must never be invented.
Where a product has no GTIN, the field is left empty. Google says to give the brand and a manufacturer part number (MPN) instead, and for your own handmade or own-label goods to use your store name as the brand. It also says not to guess or make up a value.
For example, a bookshop uses each book's barcode number (the ISBN is one) as its GTIN, while a maker of handmade candles with no barcodes leaves the GTIN blank, gives its shop name as the brand and adds its own part number.
Supplemental feeds and feed rules.
A supplemental feed adds or corrects information on products already in your main feed, without editing the original. Feed rules do something similar, by changing a field automatically, for example adding a brand to titles.
They let us fix titles and attributes quickly, even when the shop's own platform won't allow the change. We keep changes small and check results in Merchant Center after each one.
For example, a shop with 300 products titled only 'Chair' uses a supplemental feed to add material and colour to each title, without touching the website.