In Search, you choose keywords. In Shopping and Performance Max, Google reads your product feed and decides which searches you’re relevant for. That makes the feed the most important targeting decision in the account.
Set up the foundations in order
- Merchant Center account, verified and claimed
- Conversion tracking with accurate purchase values
- A clean product feed
- Then, and only then, campaigns
Write titles for search, not for the shop
Store product names are often brand-led or creative. Shoppers search descriptively. Put the words people actually type (product type, material, size, colour) near the start of the title.
Use descriptions properly
Descriptions give Google more context about who the product is for. Treat them like SEO copy: clear, specific and relevant.
Launch with structure
Start with Shopping and Performance Max built around your feed, then add high-intent Search, prospecting and remarketing as data builds.
This was the approach for both Woda Bags (8.12 ROAS, 395 orders) and SofaBay (23.83 ROAS, £218K conversion value), two accounts built from scratch.