A catalogue of several thousand references changes every rule of Google Shopping
Snow Globe works with multi-brand retailers and marketplaces — like Electro Dépôt — whose sheer volume of references dilutes Shopping and Performance Max performance. Here, the challenge is not defending a single brand, but having an entire catalogue arbitrated by the algorithm.
- Premier PartnerGoogle, since 2016 (top 3%)
- +30M€of media budget managed every year
- 17–19 yearsof experience in digital acquisition
Retailers and large-catalogue brands trust us with their Shopping performance
Your catalogue is your greatest asset. It can also be your worst enemy on Shopping.
These situations come up again and again with the multi-brand retailers and marketplaces that come to us.
Your catalogue dilutes the Shopping algorithm
Too many comparable products compete on the same queries: Google needs statistical volume per product to identify the right candidate. A feed that is too broad slows that learning down instead of speeding it up.
Your product listings don't go the distance
Titles under 30 characters, empty descriptions, missing GTINs: these basics remain poorly handled on most feeds, even though they are now the raw material of conversational engines too.
Best-sellers and zombie products are never told apart
Without continuous catalogue segmentation by product score, budget is spread at random between your profitable references and those that no longer generate anything.
You compete head-on on your own references
Other retailers and price-comparison sites sell exactly the same products as you, at the same time, without your competitors' prices being monitored day after day.
Performance Max is a black box at the scale of thousands of SKUs
It becomes impossible to know which products actually generate profitable revenue and which simply consume budget with nothing in return.
Multi-supplier prices and stock are not synchronised
Out-of-stocks not reflected in the feed, outdated prices, unreliable product data: feed quality degrades with every supplier update.
Four levers to turn your catalogue into a Shopping growth engine
The methodology we apply from the very first month, starting with a full audit of your feed and accounts.
Rationalise and segment the catalogue
A Shopping feed is a shop window: every product must justify its place. A marketplace with 100,000 references does not make the same decisions as a specialist retailer.
- Priority to best-sellers and sales history
- Removal of zombie products, reinforcement of under-served profitable ones
Optimise the feed at scale, under control
Titles, descriptions, GTINs and images compliant with Google standards — AI-generated content from your EANs, always checked by a consultant.
- Product descriptions generated at scale from your barcodes
- Conversational attributes for AI engines (Q&A, related products, popularity)
Activate our Google CSS
Our own price-comparison services give you access to the CSS programme from launch, with a lower cost per click than advertisers who don't use it.
- Set up in under 24 hours
- Up to -20% CPC on your Shopping campaigns
Measure before generalising
Every feed optimisation is A/B tested on a limited scope before being rolled out across the whole catalogue.
- Daily monitoring of competitor prices, product by product
- Consolidated dashboard: feed, campaigns, back office
How we drive Electro Dépôt's international growth
A leader in multi-brand retail for home appliances and consumer electronics, with a catalogue of several thousand references.
A partnership that grows with the results
We have managed Electro Dépôt France's paid investment since 2018. Convinced by the trajectory over 8 years, the brand entrusted us in 2025 with rolling out its Belgian and Spanish markets.
What catalogue optimisation changes in practice
Figures from our own tests and from the experience of our clients with high reference volumes.
They trust us with their growth
Géraldine Talec
Specialized expertise and business intelligence.
Benoît is a passionate expert in his field, who keeps a keen eye every sector of your business.
Snow Globe knows how to advise on best practices to quickly optimize every campaign on each platform, thus obtaining rapid and effective results.
We have been able to reduce our costs in light of increased performance. In a nutshell: Thank you!
Denis Fayolle
Highest levels of professionalism!
A big thank you to Snow Globe for setting up, monitoring, and optimizing our campaigns over time. It is great to have such a good quality service provider for SEA.
David Lindberg
Snow Globe has been working with us for 3 years now and has enabled us to significantly increase our online turnover.
Why choose Snow Globe over another agency?
Many agencies say the same things: « expertise », « bespoke », « results ». Here is what, in practice, sets our way of working apart — point by point, without embellishment.
Without Snow Globe
- The catalogue is pushed into the feed as-is, with no prioritisation or product score
- Minimalist product listings: short titles, missing descriptions, absent GTINs
- Performance Max steered on global ROAS, with no distinction between profitable / zombie products
- Prices and stock not synchronised in real time with multiple suppliers
- No rigorous test before generalising an optimisation across the whole catalogue
With Snow Globe
- A catalogue segmented and rationalised by sales history and offer homogeneity
- Product listings optimised at scale, with AI framed by business rules and human validation
- Continuous segmentation: zombie products removed, under-served profitable products reinforced
- Daily monitoring of competitor prices and reliable supplier synchronisation
- Rigorous A/B tests before generalising, measured on CTR and conversion
Prestigious references and high standards of demand
We work with brands and retailers known for their level of demand and digital ambition: Electro Dépôt, Triumph, Fragonard, Square Enix, sloggi, among others. Their best practices become yours: we share, transparently, the strategies and methods behind their success.
Other agencies: generally start out after a short stint in digital marketing.
Expertise built on our own investments
Since 2006 we have invested, with our own funds, more than one million euros a year in web-marketing campaigns for our internal activities (e-commerce, affiliation, etc.). This hands-on experience made us a top Cdiscount affiliate since 2020 and generated more than 10 million euros in commissions. What we apply for ourselves, we put to work for your growth.
Other agencies: sell strategies they have never tested with their own money.
A senior team, not an isolated generalist
We only hire experienced profiles from the best business schools (EDHEC, SKEMA, NEOMA, KEDGE…). No juniors, no first jobs. Our director, an INSEAD (MBA) graduate, teaches Web Analytics at EM Lyon.
Other agencies: average age 28, 3 years of experience for the person running your account (source: recruitment sites detailing team structures).
Smart reporting and bespoke tools
Our in-house engineers develop our Web-marketing Dashboard: a unified interface aggregating advertising, web analytics and back office via API — connected to Meta, Google, Shopify, etc. — for a clear, actionable, real-time read of your results, included in the engagement.
Other agencies: no tools, or reliance on external (SaaS) tools billed on top.
A risk-free model
No-commitment plan: you can stop very quickly if the results aren't there.
Other agencies: usually a minimum commitment period and substantial set-up fees.
Governance & transparency
Full access to your accounts (vs a black box). Real-time reporting vs monthly. No hidden kickbacks from platforms or partners. If anything is subcontracted, the client is told.
Other agencies: strong dependence on the agency, which can lead to technical debt.
Culture & posture
Human scale — 15 people. The director knows every client. You are a big account in a small agency.
Other agencies: an industrial approach — you are a small account in a big agency.
Clear investment, matched to the size of your catalogue
Public pricing, no surprises. The final amount depends on the number of channels and the media budget managed.
To test our method on Shopping or Performance Max.
- Shopping / Performance Max development
- Initial audit of your product feed
- Monthly reporting
- Full account access
- No commitment
The format chosen by most of the multi-brand retailers we work with.
- Shopping / PMax + Search + Bing Ads
- Feed optimisation (titles, descriptions, GTINs)
- Catalogue segmentation by product score
- Bespoke web-marketing dashboard
- Daily competitor price monitoring
- No commitment
For large catalogues with multi-supplier challenges.
- Full multi-channel strategy + Google CSS
- AI description generation at catalogue scale (EAN)
- Rigorous A/B tests before generalising
- Dedicated senior consultants
- 3-month commitment
No-commitment model (excluding the Leader plan) — full access to your accounts and total transparency, whatever the tier.
What multi-brand retailers ask us before getting started
Is there a minimum catalogue size to work with you?
No, but our method makes most sense from a few hundred references onwards, when catalogue segmentation becomes necessary for the Shopping algorithm to learn efficiently.
How do you handle a catalogue with tens of thousands of products?
We segment the catalogue by sales history and offer homogeneity, like a shop window: every product shown must justify its place. The goal is not to push everything, but to focus the algorithm on what converts.
What is CSS (Comparison Shopping Service) and what's the real gain?
Since 2018 the European Commission has required Google to give other price-comparison services access to Shopping results, with a favourable cost per click (up to -20%). We own our own comparison services and can activate this in under 24 hours.
How does your product-description generation tool work?
It generates, at scale, long and relevant descriptions from your barcodes (EAN), framed by business rules (brand and model systematically, benefit-oriented tone). Every optimisation is still checked by a consultant before going live.
Do you work with multi-supplier and multi-brand feeds?
Yes, that is our main playing field on this type of account. We know how to structure a consolidated feed from several supplier sources, with competitor price monitoring product by product.
Are we tied in for the long term with Snow Globe?
No, except for the Leader plan. Our model is commitment-free: we have to prove our value every month rather than assume it's secured by a long contract.
Do we have full access to our advertising accounts?
Yes, always. Your Google Ads, Merchant Center, Meta or Bing accounts belong to you and remain accessible at any time, with full transparency on the actions taken.
Request your free audit
20 minutes to assess the state of your product feed and your Shopping/Performance Max campaigns, and to see how our methodology applies to your catalogue.
- Free audit of your product feed and campaigns
- Reply in under 24 hours
- No commitment following the conversation
