Better performance and standing out from your competitors, are the two main reasons why you need to incorporate business critic logics to your catalog advertisement.
If you do not have any algorithms that determine which products should be shown, Google will then choose which products to present to the user.
Catalog Enhancement has a lot of different possibilities you can take advantage of to ensure that you achieve your goals.
It is important not to get carried away and solely focus on marketing goals, which often have a huge tunnel vision focus on revenue. However, if you don’t focus on your business goals that ensure that the margin is covered, then it won’t be a profitable way to advertise your products.
Choosing an algorithm like Revenue Per Visit may compromise your margin since it does not take into consideration how high or low the margin is when recommending the best product within the logic Revenue Per Visit, and not the highest margin.
Here, marketers can boost logic relative to each other, which means that if you want the logic revenue per visit to be the determining factor, but you still want the products to have a specific margin, then it is possible to combine these two logics.
You can use logics that vary from bestsellers, revenue per visit and previously viewed items to high-margin, seasonality, clear from stock, etc.
The goal of these logics is to improve performance, which ensures marketing and e-commerce departments achieve their business goals and not just their marketing goals.
Standing out and differentiating from your competitors is very important, as users are exposed to many different products in catalog advertisement (from different companies and brands).