A Shopping ad is matched from your product data: title, description, product type, Google category, brand, GTIN, price, availability, images. There is nothing else to edit. If your titles read like a wholesale catalogue, you will be matched against searches nobody makes.
The title is the lever
Compare these two for the same product:
| Supplier title | Rewritten |
|---|---|
| Ring — SKU 4471, elegant, gift, hot sale 2026 | Gold-plated stacking ring, sterling silver, women's, size 6 |
The second maps to how people actually search: material, style, audience, size. Rewriting titles against the search terms already converting in your account is usually the single highest-return change available in a neglected store, and it costs nothing but attention.
Three numbers that are never the same
Products live on your store. A smaller number are ever served by Google. A smaller number again sold anything in the last 30 days. Most owners talk about scaling "the catalogue" while only a slice is visible and a smaller slice is profitable.
Knowing which of the three you mean changes where the budget goes — and usually reveals that the dead weight is much larger than anyone assumed.
Fix in this order
- Active disapprovals. A disapproved product earns nothing and nobody emails you. Start in Merchant Center diagnostics.
- Identifiers. GTIN, brand, MPN, condition. Missing GTINs cause quiet, catalogue-wide problems.
- Titles and product types, rewritten for search language.
- Price and stock accuracy against the live page, including sale prices and currency apps.
- Variant grouping via item_group_id, so you stop competing with yourself.
- Custom labels for margin or performance tiers, so campaigns can split budget by what earns.
Why "my products are not showing" is usually not bidding
Three causes, and bidding is the last one:
- Disapproved — you are not in the auction at all. A product cannot lose an auction it never entered.
- Out-matched — you are in the wrong auctions, because your data does not match buyer language.
- Out-bid — genuinely a bidding and margin question. Look here last, not first.
Most agencies start at bidding because it is the easiest thing to change. The feed is where the money is.