Firstly, Ink Warehouse's inventory had to be synchronised through Google Merchant Centre and then through to their Google AdWords account which was all included in their monthly management fees with no extra set-up costs.
Once everything was set up and ready to go, the Google Shopping campaign was launched.
Every product was scrutinised for performance. If it a product was not selling well, it was not being pushed through the campaign.
Regular feedback was also given to Ink Warehouses over what ink cartridges were getting large search volumes and clicks, with no conversions. This gave them the ability to either reassess the pricing of the cartridges to improve sales or to not bother advertising those particular cartridges.