The data above is from an actual campaign. The eCommerce website is tied to Google Merchant Center and AdWords. Product feeds are submitted to Merchant Center (a free perk from Google). The AdWords account includes a shopping campaign with ads for each product in the feed. When someone searches for a product Google’s system kicks into gear, performing an auction with various merchants bidding on the opportunity to display their products.
The tricky part in all of this is knowing how much to bid. Bid too high and all your profits get eaten up, too low and you won’t get seen.