What analystic tools to use and what insights to create in order to understand what is the right audience for my store?
Can I do my products SEO manually or is it preffered to use aps and if so, for what reason?
Does Google Ads shopping campaign relay on my products titles, descriptions and SEO?
Hello Littlespirits, thank you for your question.
I would look at the insights and reports which can show you what you are looking for.
But I would focus more on what search terms you are targeting first.
If you are using standard shopping you can view these search terms, if you are using Performance max, you need to wait until the end of this year, when search terms will be launched, or contact your Google representative, and ask for search terms to be available on your Pmax campaigns.
Then ensure what you are showing up for, is on target.
Make sure to improve the data feed quality by applying the requirements and recommendations here: https://support.google.com/merchants/answer/7052112
You can manually edit your product details yes, this is what I do for all clients. While I will apply feed rules for things that I can apply in bulk, the final details is always to edit the data.
Using your Google Search Console data to see what keywords you should use in the title is a good start.
Yes, products titles are important for ranking, descriptions, not so much, but other attributes such as product type, product highlights etc are important, have a look: https://support.google.com/merchants/answer/7052112