Ecommerce PPC

You are buying traffic against a product margin rather than chasing enquiries, so the maths is tighter and less forgiving. A campaign can double revenue and still lose money once product cost, shipping and returns come out. The other difference is the product feed: in Shopping your feed is the targeting, so a weak feed caps what any campaign can achieve before you touch a bid.

Both, for different jobs. Performance Max reaches further and uses signals you cannot access manually, but it hides search terms and gives you little control over where budget goes. Standard Shopping keeps that control, which is worth having for your highest-margin products and your brand traffic. I usually run Performance Max with proper asset groups and brand exclusions alongside standard Shopping where the control earns its keep.

Because in Shopping there are no keywords. Google decides which searches you appear for by reading your titles, attributes and product types, so the feed is doing the job keywords do in search campaigns. Rewriting titles around how people actually search, filling in the attributes properly and adding custom labels for margin and stock usually moves performance more than any bid change.

It depends entirely on your margin, which is why a universal target is meaningless. A 4:1 return is excellent on a 70% margin product and loss-making on a 15% one. Work out your break-even return first, then set the target above it with enough room for shipping, returns and overheads. That is the number worth optimising towards, not the headline figure in the platform.

Usually yes, once Google is working. Clicks tend to cost noticeably less and the audience skews towards desktop and work devices, which suits some catalogues well. It is not a copy and paste job though. The auction is less crowded, the keywords worth having differ, and importing your Google account and forgetting about it is how most people conclude it does not work. More on Microsoft Ads.