Google Ads for auto parts hypermarket: managing a large catalog
An auto parts and accessories store with a huge catalog wanted to maximize orders at no more than $15 per transaction.
About the Client
Auto parts and accessories store (Ukraine).
Client Request
Maximize orders at no more than $15 per transaction.
Initial Situation
Huge catalog (10,000+ SKU), low search visibility for specific part numbers. Client's main mistake: attempting to manually create keyword campaigns for thousands of part numbers, which was both impossible to manage and missed 90% of long-tail search queries. Previous agency tried grouping parts by vehicle make (Toyota, BMW, etc.), but this broad approach led to irrelevant clicks and wasted budget. No prioritization by margin or stock availability.
DSA Campaigns
Used Search Ads with Dynamic Search Ads (DSA) to cover long-tail queries for part numbers. DSA automatically generates ads based on website content, so when someone searches for 'brake pads for Toyota Camry 2012', Google pulls the exact product page. This solved the impossible task of manually managing keywords for 10,000+ products.
Performance Max
Set up Performance Max focused on high-margin categories (batteries, oils).
Bid Optimization
Set target CPA constraints for Google's automated bidding strategies.
“For large catalogs, Google's automated strategies work best when you set proper target CPA constraints. The key insight: don't fight automation with manual work. Instead of trying to manually manage 10,000 keywords, we focused our time on strategic decisions - which categories to prioritize, what constraints to set, and how to structure bids by profitability. Automation handled the execution.