Google Shopping Ads

How a product in your feed becomes an ad in an auction, and which parts of that path you actually control.

Shopping Ads are unusual: you do not write them and you do not choose the keywords they answer. Google builds them out of your product data. That makes the feed the ad, and it makes most Shopping problems feed problems wearing a campaign costume.

In this chapter

How Google Shopping Ads work From feed to auction: what Google builds, what you control, and where PMax fits.
Performance Max and Shopping What PMax spends where, which part the CSS advantage reaches, and what you give up.
Standard Shopping versus Performance Max When granular control is worth more than automated reach.
Smart Bidding for retail What the strategies optimise for, what a learning period is, and what not to touch.
Measuring Shopping performance The metrics that tell you something, and how to read a before-and-after honestly.
Local Inventory Ads Store-level stock in Shopping results, and the extra feeds it needs.
Selling across several countries Currency, tax, shipping and language per market, and when to split the Merchant Center.

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