We often see Shopping accounts with thousands of products where a small selection accounts for the vast majority of revenue.
The 80/20 rule applies perfectly here: roughly 20% of products generate 80% of sales. And within that top 20%, there are usually a handful of truly critical products—the ones that keep the business moving.
These are the products you can’t afford to let get lost in the noise of the wider catalog.
So let’s see how you can make sure those products always get the exposure and attention they deserve, no matter how large your inventory becomes.
The problem: important products get buried at scale
In most ecommerce accounts, revenue is not evenly distributed.
A relatively small percentage of products typically generates the majority of sales. These business-critical items are often responsible for maintaining cash flow, hitting growth targets, or supporting seasonal demand.
When all products run in the same Shopping campaign, Google optimizes for aggregate efficiency, which can reduce control at the product level.
The challenge isn’t knowing which products matter; it’s ensuring they keep consistent visibility as the catalog and performance change.
The tactic: isolate your most important products
The core tactic is this:
Create a separate Shopping campaign that includes only your most important products.
Isolating these products gives you:
- A dedicated budget that guarantees baseline exposure
- Full control over bidding and campaign priority
- Clear performance data, separate from the rest of the catalog
With this structure, critical products no longer compete internally with long-tail inventory. Performance changes become easier to spot, and bid or budget adjustments can be made without unintended consequences elsewhere.
How Smart Product Labeler can help you here
The effectiveness of this tactic depends on one key step: correctly identifying which products truly deserve isolation, and keeping that list current over time.
This is where Optmyzr’s Smart Product Labeler fits naturally.
Smart Product Labeler analyzes Shopping performance data and automatically groups products into performance-based buckets using two core signals:
- Performance, measured by return on ad spend (ROAS)
- Volume, measured by cost
Based on these signals, products are segmented into clear categories such as Heroes, Sidekicks, Villains, Zombies, and Flukes.
High-performing “Hero” products represent the strongest candidates for isolation because they have already proven their ability to drive returns.
Instead of relying on static spreadsheets or manual reviews, advertisers can use these labels to consistently identify which products qualify as business-critical.
How this works in practice
This approach is already being used by agencies managing large, complex ecomm accounts.
Overdose Digital, a global digital commerce agency, previously relied on spreadsheets, Shopify tags, and custom scripts to manage product labeling across clients.
As their client base grew, that manual process became increasingly difficult to maintain.
After adopting Smart Product Labeler, the team built performance-based segments such as Heroes, Flukes, Villains, Zombies, and Sidekicks using ROAS, margins, and product type.
Once configured, labels updated automatically as performance changed.
With clear visibility into which products were driving revenue, Overdose could isolate high-performing products into dedicated Shopping campaigns, reallocate budgets faster, and surface new potential “heroes” that previously lacked exposure.
The result was a more scalable structure that saved over two hours per week on manual labeling and contributed to a 10–20% uplift in ROAS across ecommerce clients.
Keeping isolation accurate as performance changes
One of the risks of isolating products manually is staleness. Product performance shifts due to seasonality, competition, pricing changes, or new inventory entering the feed. What qualifies as a top product today may not remain one next quarter.
Smart Product Labeler helps mitigate this risk by:
- Automatically updating labels as ROAS and spend change
- Reclassifying products when performance improves or declines
- Adding new products to the appropriate performance bucket as they gain data
Because the labels are refreshed continuously, the isolated campaign remains aligned with real performance instead of historical assumptions.
Putting the structure into action
With performance-based labels in place, execution becomes simpler:
- Use Smart Product Labeler to identify high-performing Hero products
- Create a dedicated Shopping campaign containing only those labeled products
- Assign a separate budget and appropriate campaign priority
- Monitor impressions, clicks, and ROAS independently from the rest of the catalog
This structure ensures that the products most important to the business receive consistent exposure, clear performance measurement, and faster optimization decisions.
What you can do next
If your Shopping account contains a large or growing product catalog, review whether your most important products have guaranteed visibility. Isolating them into a dedicated campaign, supported by performance-based product labeling, creates control and clarity without fighting the algorithm.
Want to see how the Smart Product Labeler can help? Book a 14-day free trial of Optmyzr and test it today!
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