For an eCommerce store, the obvious starting point with PPC is Google Shopping. In 95% of cases setting up and running Shopping Ads is the best first step in achieving profitable revenue from PPC.
However Search Ads will greatly enhance your overall Google Ads performance and can compliment your Shopping Ads – when implemented well.
If Ads for your top selling products dominate both the Search and Shopping results, it is much more likely that potential customers will click through and make a purchase, compared to just surfacing a Shopping Ad.
With the approach we have developed, it is not only possible to create Search Ads for every SKU (even if your store has tens of thousands of products), but also for the Campaigns to automatically and continually improve, as we dynamically add in converting search terms as new keywords .