Why Do Only a Few Products Spend Most of the Budget?
This situation is extremely common.
A small group of products often receives the majority of impressions, clicks, and spend.
Understand Why It Happens
Products naturally receive different levels of demand.
Higher-demand products tend to:
- enter more auctions
- receive more clicks
- consume more budget
This is not necessarily a problem.
However, it can create imbalance if other valuable products receive little visibility.
Segment Products Strategically
Consider creating separate product groups for:
- best sellers
- high-margin products
- seasonal products
- strategic product categories
This provides greater control over bids and budget allocation.
Use Product-Level Analysis
Regularly review:
- spend
- conversions
- CPA
- COS
- revenue
at the product level.
Sometimes a small number of products are responsible for most inefficiencies.
Product-level analysis often reveals optimization opportunities that campaign-level reports hide.
Why Is COS Increasing?
A rising COS indicates that advertising costs are growing faster than revenue.
This can happen for several reasons.
Declining Conversion Rate
Users continue clicking products but convert less frequently.
Potential causes:
- pricing changes
- weaker demand
- website issues
- stronger competition
Lower Average Order Value
Campaign performance may appear stable while revenue declines.
Examples include:
- increased sales of lower-priced products
- reduced basket size
- changing product mix
This often causes COS to increase even when conversion volume remains stable.
Feed Quality Issues
Feed quality influences traffic quality.
Poor product titles, incomplete attributes, or inaccurate categorization can reduce relevance and attract less qualified visitors.
Better feed quality often improves efficiency without increasing spend.