The GROW Methodology™ on one page
A system first designed in 2010 to sell more on Google Shopping while keeping the profit — over £1 billion in incremental revenue to date.
Three principles, in a fixed order. Combine them and you sell more, keep more and get ahead of competitors.
Why profitable brands lose money in Shopping
Products are grouped by brand or category, so 50 products with 50 different margins share one average ROAS target.
- Thin-margin products buy sales they can't afford
- Strong-margin products are priced out of sales they could win
- The report is an average too, so neither shows
It isn't bad management. It's an average bid, judged by an average number.
Three principles, in a fixed order
1. Track costs
- Purchase price, fees, shipping, returns
- Find each product's true margin
- Some tracking beats none
2. Optimise for profit
- Set the profit you want to keep — 10% by default
- Work out each product's own ROAS bid from it
- Adjust for VAT and tracking accuracy
3. Build for reach & control
- Give every product its own ad group
- Each one carries its own bid
- PMAX as a layer, grouped by margin
The order matters. A precise bid built on the wrong cost is precisely wrong.
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