Manage a Shopping campaign with ad groups

Ad groups in your Shopping campaign can help you organize bidding and access certain features. Depending on your goals, you might need more than one ad group to create the structure you want. 

This article will cover how ad groups work and how to add them to your Shopping campaign.

How ad groups work in Shopping campaigns

The way you structure your ad groups should reflect the way you want to place bids and how you want to have your products grouped for campaign features like negative keywords, bid adjustments, and the search terms report. For example, you might want to create an ad group for each of your top brands. This allows you to set bid adjustments and negative keywords for each of your top brands separately. You'll also be able to pull a search term report for each ad group.

When you use multiple ad groups in one campaign

Ad groups in the same campaign will still share all other campaign settings, including the campaign name, merchant account, country of sale, inventory filter, and campaign priority. If a product is included in multiple ad groups in the same campaign, we'll only use the highest bid you set across the entire campaign. Learn how to Set up a Shopping campaign.

How to manage bidding inside an ad group

Once you've created an ad group, you'll place bids in that ad group using product groups, not keywords. A product group is a subset of your inventory that you define, and all the products inside it use the same bid. Learn more

For example, you can have a product group for all your products and bid the same amount for all of them. In the opposite way, you can also have smaller product groups organized by brand or product category. 

Before you begin

To set up an ad group, you first need to Create up a Shopping campaign

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

Instructions for your campaign's first ad group

You just created a new Shopping campaign, and the next step is to set up your ad group and its product groups. To get started, decide how you want to bid on your products and choose an option for Ad group creation to get started. 

Remember that you can always change your ad group and product group organization later if you need to.

Start with one product group with a single bid for all products

This option will create one ad group containing one “All products” product group with one bid across your entire inventory included in this campaign.

  1. Give your ad group a name.
  2. Click Save and continue.
  3. You’ll be taken to your ad group's “Product groups” tab, where you’ll see one “All products” product group. If you used the inventory filter in your campaign settings, the product group will be called “All products (filtered)”.

    If you want to set the same bid for your entire product inventory, you can keep just the “All products” product group with the max. CPC you set as your default bid. Otherwise, click the "max. CPC" column to change your bid at any time. However, we recommend subdividing the “All products” product group into customized product groups based upon your advertising goals.
Create one ad group and generate multiple product groups based on the product attribute you choose

This option will create one ad group and generate product groups based upon the product attribute you choose: Brand, Item ID, Custom label, Product type, or Google Product Category. You’ll also have the option to subdivide these product groups further by Item ID (unless you chose Item ID initially). This option may not be available for certain accounts.

We'll assign suggested bids for these product groups based upon your previous bids on the products in these product groups. If no previous bids are available, we’ll suggest bids based on bids for similar items from other customers. We recommend reviewing your bids carefully before enabling your new Shopping campaign.

  1. Give your ad group a name.
  2. Click the drop-down menu next to Subdivide by and select the attribute you want to use (Brand, Item ID, Custom label, Product type, or Google Product Category).
  3. If you want to further subdivide your product groups by Item ID, check the box next to Subdivide again by "Item ID." This option won’t be available if you chose to subdivide by Item ID in the previous step.
  4. Click Save and continue. This will create an enabled ad group.
  5. You’ll be taken to your new ad group’s “Product groups” tab, where you’ll see a list of product groups created based upon the attributes you selected.

Instructions for additional ad groups 

Once you’ve created your Shopping campaign and first ad group, you can create additional ad groups if you want to set different bid modifiers or negative keywords for your products. You'll also be able to pull a search term report for each ad group. 

Here's how to create an additional ad group:

  1. Select the Shopping campaign you want to create an ad group for from the side navigation.
  2. Click the Ad groups tab.
  3. Click the +Ad group button.Create a new ad group

You'll arrive on the Create ad groups page. In the “Ad group creation” section you'll have two options for creating your Shopping campaign's ad groups, just like when you created the first ad group. You'll be able to make changes to these ad groups later.



You can pause, remove, or enable your Shopping campaign’s ad groups from the Ad groups tab. Just check the box next to the ad groups you want to change, then click the Change status drop-down menu above and select Enable, Pause, or Remove.

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