Instead of keywords, Shopping campaigns use your product data. You submit a feed of products to Google Merchant Center, and Google matches products to relevant searches, showing visual ads on the search results page, the Shopping tab, and other surfaces. Because shoppers see the product and price before clicking, Shopping clicks tend to be highly qualified.
Retailers can run Standard Shopping campaigns, which offer granular control through product groups and priorities, or Performance Max campaigns with a feed, which extend product ads across all of Google's channels. Feed quality — accurate titles, rich attributes, sharp images, and competitive pricing — is the biggest lever on Shopping performance.
Example
A shopper searching 'women's waterproof hiking boots' sees a row of product ads with photos and prices, clicks one, and lands directly on that product page.
How Sloss Digital uses it
We optimize product feeds first — titles, attributes, and images — then segment Shopping and Performance Max campaigns by margin and performance to scale profitable products.