Why Products with Low Volume Searches Struggle in Google Ads
The world of ecommerce for pet products can be complex: variations in ingredients for pet food, pet type, breed suitability, dietary requirements, pack sizes, age groups, and different uses create deep product catalogs with many variations of similar products. There may be low search volume for individual items, but a large combined search volume for all variations.
Yet we see again and again that many product descriptions feel flat and generic, important attributes are missing, titles lack clarity, and categorization to link variations together is inconsistent. Suddenly, products that could capture high-intent searches never enter the ad auction in the first place or appear too low to compete effectively.
This creates a familiar pattern: a small percentage of hero SKUs carry most of the revenue, while the majority of the catalog sits idle. Not because the products are weak, but because the feed doesn’t reflect how pet owners actually search.
When this happens at scale, growth and revenue eventually slow down. Incremental revenue becomes harder to find. Teams start pushing more budget into already saturated campaigns - squeezing efficiency rather than unlocking new demand.
The Long Tail Is Where Incremental Growth Lives
Selling products across your full pet product catalog (rather than just a small number of SKUs) hinges on how pet owners search. Pet owners are looking for specific dietary needs, behavior solutions, breed suitability, age-specific nutrition, grooming requirements, seasonal needs, and convenience formats (buying a year’s supply or perhaps a special treat for the holidays). These searches may individually deliver lower volume, but collectively they represent a powerful revenue opportunity.
A well-optimized feed allows your catalog to surface for those searches consistently. Suddenly, products that rarely receive impressions begin capturing demand. Click-through rates improve because listings match intent more closely. Conversion rates stabilize because relevance increases.
This is how incremental growth is unlocked. We’re not looking to get bigger budgets — we can get the same effect by improving your data.
Why Manual Product Optimization Can’t Keep Up
You may already update your catalog with all important details. The challenge is scale — and time.
Managing hundreds or even thousands of SKUs manually across changing inventory, compliance requirements, promotional cycles, and seasonal demand simply isn’t sustainable for even the strongest marketing team. Spreadsheets multiply, get lost, and slow down other marketing activities. Updates lag behind reality, small errors creep in, and eventually opportunities get missed.
This is exactly where automation becomes an essential tool as part of your marketing team - but only when paired with human expertise.
At Bidnamic, our approach to feed optimization combines automation to handle the heavy lifting at scale (no more spreadsheets!), while our specialists guide strategy, prioritization, and commercial logic for your products. The goal isn’t just clean feeds - it’s ads that actively drive revenue across your entire catalog, including long-tail products.
Find Your Missing Revenue - Guaranteed
Before optimizing, most brands don’t really know where their revenue leakage exists:
- Which products never surface in front of customers?
- Which categories underperform relative to demand?
- Where does efficiency break down?
The reporting available often either says nothing useful or contains too much data to turn into actionable insights.
That’s why we often start potential clients off with the Performance Uplift Challenge — a risk-free way to identify unrealized opportunities across feeds, campaigns, and catalog structure.
It gives teams clarity on where growth can realistically be unlocked — not by guesswork or gut feeling, but through clear data-backed opportunity mapping.
For many pet brands, the biggest upside sits in long-tail products that have simply never been given the chance to compete properly.
What Happens When the Long Tail Products Starts Driving Revenue
When feeds are structured properly and optimized at scale, something interesting happens.
Revenue becomes more diversified, and dependency on a small set of hero products decreases. Campaign performance stabilizes because demand is captured more consistently across the catalog and throughout the year.
This allows marketing teams to stop putting out fires, focus on planning, ad budgets work harder, and growth becomes more predictable.
This isn’t a short-term growth hack - it’s about building a catalog that performs as a system without relying on a handful of products to carry the load.
