Use campaign priority for Standard Shopping campaigns

This article covers Standard Shopping campaigns. To get the best of Google Ads' AI and serve ads on all Google properties, you can try Performance Max campaigns instead.

Campaign priority is useful when you're advertising the same product, for the same country, in multiple Shopping campaigns.

This article explains how campaign priority works and how to set it up for your Shopping campaigns.

Before you begin

To use the campaign priority setting, you first need to Create a Shopping campaign.

Remember campaign priority is only important if you have multiple Shopping campaigns that promote the same product.

How it works

When you have the same product in multiple Shopping campaigns, you can determine which campaign should participate in the auction for that product with campaign priority. Your campaigns already have a priority: Low. But you can change this priority to Medium or High. These priorities determine the bid for any product that the campaigns share.

Campaign priorities determine bids using these rules:

  • The highest priority campaign will bid. If one campaign has a higher priority than the others, the campaign with the higher priority will bid. For example, imagine 2 campaigns share a product. One campaign has a High priority, and the other has a Medium priority. The bid from the High priority campaign will be used, even if the bid in the Medium priority campaign is set to a larger amount.
  • If the highest priority campaign runs out of budget, the lower priority campaign bids. If the campaign with the highest priority runs out of budget, the next lower priority campaign will place the bid. Continuing with the previous example, when the budget for the High priority campaign is used up, the bid from the Medium priority campaign will be used.

    Note about ad delivery: Your budget will be spread throughout the day. So to reserve funds for later in the day, a High priority campaign might not participate in an auction even if the budget is not yet exhausted. Instead a lower priority campaign that is not reserving funds might participate in the auction. Learn more about ad delivery.

  • When multiple campaigns have the same priority, the highest bid is used. If multiple campaigns all have the same priority, the campaign with the highest bid for that product will participate in the auction. For example, if 3 campaigns share the same product and have a Low priority, the highest bid from any of the 3 campaigns will be used.

When to use

Use campaign priority when you want your product bids to come from a specific campaign. To establish this process, set your campaign priority from Low to Medium or High. Below is an example of how to set your campaign priority accordingly.


Imagine that you're starting a new Shopping campaign for the summer. One product in this campaign is sandals. Sandals are also listed in another campaign for footwear. You have a specific budget just for your summer campaign. So whenever sandals are shown, you want the product bid to come from your summer campaign—not from your footwear campaign.

To make sure that the bid comes from the summer campaign, give the summer campaign a High campaign priority and give the footwear campaign a Low priority.

If the summer campaign runs out of budget, the bid for sandals will be determined by the footwear campaign.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaign icon Campaigns Icon.
  2. Click the Campaigns dropdown, then click Campaigns.
  3. Choose the campaign that you want to edit, then click the Settings tab on top.
  4. Click to expand the Campaign priority section.
  5. Select a priority: Low, Medium, or High.
  6. Click Save.


We recommend prioritizing only a subset of the products you want to promote, such as items featured in a special sale. This allows you to easily manage bids on these items during the sale period.

You can do this by setting up an inventory filter for higher priority campaigns in your campaign settings.

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