Execution - PPC
A significant component of the paid search execution involved building out and managing Google Shopping across all four MPG Group businesses: Rimmer Bros, SNG Barratt, Moss Europe, and Moss Motors. Each business operates within the classic British car parts market but serves distinct primary audiences and geographic territories, requiring a tailored approach to both feed management and campaign architecture.
The foundation of the Shopping activity was ensuring that product feeds were comprehensively built out and optimised for each business. This included accurate and detailed product titles incorporating marque, model, and part-level information, ensuring that listings appeared for the most relevant search queries at each level of specificity. Feed health was monitored and maintained on an ongoing basis, with particular attention paid to product categorisation, condition attributes, and image quality, all of which directly influence Shopping eligibility and performance.
Given the international footprint of the group, a core area of execution was ensuring that feeds were correctly configured for each target territory. Rimmer Bros and SNG Barratt serve a predominantly UK and European audience, with Moss Europe extending this reach further across the continent, while Moss Motors operates as the dedicated US-facing entity selling in USD. Feeds were structured to reflect the correct currency, pricing, and shipping configurations for each locale, with delivery cost settings accurately mapped per region to ensure Shopping listings were both compliant and competitive. Incorrect or missing shipping data in Merchant Center is a common cause of feed disapprovals and suppressed impressions, so particular care was taken to validate these settings across all accounts.
With feeds in good health across the group, the focus then turned to campaign structure and budget allocation. A consistent challenge across the MPG businesses is the significant overlap in marques and models covered. Triumph, MG, Jaguar, and Land Rover parts, for example, are stocked and sold across multiple businesses within the group, meaning that without careful structuring, the accounts risked competing against one another in auction and inflating average CPCs unnecessarily.
To address this, a priority-led targeting approach was developed for each business. Rather than each account bidding indiscriminately across all overlapping inventory, campaigns were structured around the areas of greatest commercial strength and strategic importance for each brand. SNG Barratt’s specialism in Jaguar parts, for instance, informed the priority targeting focus for that account, while Rimmer Bros’ broader catalogue across Triumph, Rover, and Land Rover was reflected in its campaign hierarchy. Moss Motors, as the US market entity, was managed with geo-targeting parameters that ensured it was not cannibalising traffic from the UK and European-facing businesses.
Bid strategies and budget weightings were set according to each business’s commercial priorities and margin considerations, with the overarching goal of maximising collective Shopping visibility for the MPG Group while keeping inter-group auction competition to a minimum and maintaining efficient CPCs across the portfolio.