With large ecommerce catalogs, it’s common for products to fall through the cracks. It’s not because they’re bad products or out of stock. They simply stop getting the visibility they need to perform. As Google’s algorithms optimize toward products with the strongest historical performance, lower-volume SKUs can slowly lose impression share. Less traffic leads to less conversion data, which compounds the issue. Before long, those products are stuck in what I call SKU purgatory. Instead of letting those products collect dust, my team built a process to bring them back to life, leveraging Performance Max to help with some of the heavy lifting.…
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