Hello June, thank you for your questions.
As I specialize in Google Shopping, so tools are Google Ads and Google Merchant Center.
So I would use all the different types of campaigns, and here is why.
Use dynamic text ads as a catchall.
Setup a specific branded text campaign so that you can send out the right messaging.
Setup a relevant text campaign so that you can ensure you are targeting your most important keywords.
Setup demand gen ads for broad brand awareness, which allows you to get future sales.
Setup standard shopping campaigns with specific search intent per campaign. Explained here: https://www.youtube.com/watch?v=CiRIDzRrHno
Then setup performance max.
All of these will help you get sales, and future sales, as you are now both targeting conversions, but also brand awareness for future sales.
Also don’t forget about youtube advertising, as that seems to be a good targeting method for your niche as well.
Organic traffic, is kind of dead, and a costs more than advertising in some aspects. I actually don’t handle organic growth for my clients, as there is enough work to do in advertising. But everyone I hear about SEO, and I mean real great people, find that SEO is a bit dead in the water. So finding other ways to get traffic and sales is needed. But again, don’t quote me on this, as I don’t specialize in this niche.
In Performance max you can add search themes and add Interests & detailed demographics, for example add in market niches.
Then Google will search in these areas to get you conversion.
But I don’t look at specific data in Shopify for this. I use the option in Google Ads > performance max > assets > search theme option.
You will notice that my answers are very Google Ads related, that is because I just specialize in this for Google Shopping. So what you are interested in, is a person or agency that does everything, from brand research, to brand building etc. As I work with mostly small businesses, this kind of setup is too expensive.