Google Ads Help Needed Please?

[latburn]

Hi All, 

I would be really grateful for some help with Google Ads. I've been running them myself for several months and am self-taught. I've only really had partial success. Please can someone answer the following questions, or tell me where I'm going wrong?

1. From a standard shopping campaign that featured all of my products, I examined the data gained over a few weeks and saw that certain in-market audiences were spending the most. I therefore ran another campaign only targeting those audiences from Google Analytics that performed the best. I tired both the observation setting and also targeting setting and had positive results with each. However without making a single change, the results would vary considerably from day to day. For example, the time spent on site, bounce rate, and conversions would be good on one day and then absolutely horrific the day after. Is there a reason for this? I've never been abler to figure it out. Literally a 55% bounce rate, 2 mins on site, and 6-7 conversions could turn to 90% bounce rate, 15 seconds on site and no conversions the very next day.
2. I've recently set up a Smart Shopping Campaign. This is the second one I've tried and although not as extreme as the example above, in that the bounce rate remains stable, I can go from several conversions in a day to zero the next. In fact, the Smart Shopping Campaign seems to deliver much better in its learning phase. Is there a reason for this?
3. With a Smart Shopping Campaign, you have the option for a final URL. What would be best practice for this and when does this come into play? Should it be a landing page where I'm giving an offer etc? Currently its set to a collection of products that are on offer, but its getting virtually no hits.
4. Should I be running multiple Smart Shopping Campaigns at the same time, and if so how should I be splitting them? I have a large catalogue of furniture so should this be split on type?
5. Finally, regardless of the campaign I use, should I only be advertising products that have sold and pulling the rest from any ad set-up? If so, how long would you give this before removing products?

Sorry for all the questions but probably best to do it all at once! Many thanks for your assistance. My site is https://homestylewizard.com if that helps.🙂

Pete

[latburn]

I didn't realise I was asking for something so complicated and it's a little sad that the only responses I've had are via private messages from those clearly touting their agency.