Google Shopping is a highly visual format that brings your products to the top of the search results, standing out in an otherwise text-heavy space. These placements are often the first thing users see when searching for products, which helps drive strong click-through rates — especially from users who are ready to compare and buy.

Unlike organic listings, Shopping ads don’t appear automatically. To get started, you’ll need to set up a Google Merchant Center account, verify your domain, and submit your product data through a structured feed. This feed includes key information such as product titles, descriptions, images, prices, and availability — all of which form the foundation of each ad.

At a minimum, this data must be accurate and correctly formatted for Google to approve your products. But going further with feed optimisation ensures your products appear for the right searches and are more competitive in the auction. A well-optimised feed increases both visibility and performance.

Once the feed is in good shape, the next step is campaign structure. By segmenting products into logical groups, we can run tailored campaigns with customised targeting and bidding strategies. This might involve prioritising top sellers, focusing on high-margin items, or adjusting activity based on seasonal trends and business goals.