Google Shopping uses product titles (and other product attributes) for targeting ads to search terms- instead of the traditional keyword targeting used by text ads. Product listing ads (PLA) show the searcher a picture of your product, with the price and your store name before clicking. After clicking on the product listing ad- the searcher is sent to that product page on your website.
Run text ads with search campaigns and Shopping PLA ads to increase sales volume. Both text and product listing ads can appear for the same search, and take over more space on the search results page. Traffic from product listing ads can more qualified and therefore have a higher conversion rate.
Google Merchant Center is used for uploading your shop and product data to Google to make it available to Google Shopping and other Google services such as dynamic ads across the display network.
Google Search Console (previously Google Webmaster Tools) is a no-charge web service by Google for webmasters. It allows webmastersto check indexing status and optimize visibility of their websites. As of May 20, 2015, Google rebranded Google Webmaster Tools as Google Search Console.
Track e-commerce sales in Google Analytics by traffic source and medium to measure return on investment.