Advertising on Google Shopping is automated. Several things must be set up first. First of all, “feeds” must be extracted from your website. These feeds contain information about the products offered on your site. For example, the name of the product, the price and the URL on which the product can be found. As the products on your site may change, these feeds need to be updated regularly. This can be set automatically.
In addition, you will need to create a Merchant Center account. You link the feeds to this. In the Merchant Center account, Google checks all product data for accuracy, so you can see if there are any errors in the feed or if some products are missing data.
The Merchant Center account will then be linked back to your Google Ads account from where you manage the campaigns, set the targeting and execute your bid strategy. It is much work to connect and organise everything. But once this has happened, much information is automatically read from your website into the ads, such as images, price et cetera. So you don’t have to enter them manually.