Shopping Advertising assessment study guide

Manage a Shopping campaign with product groups

Inside a Shopping campaign's ad group, you'll work with your inventory to place bids using product groups instead of keywords. A product group is just a subset of your inventory that you define, and all the products inside it use the same bid.

This article covers how to create product groups, plus how to edit and remove them.

How product groups work

When you get started

When you first create a Shopping campaign, you'll have one ad group with one product group called "All products" that includes your entire inventory. We recommend that you split your inventory into smaller groups with subdivisions to make bidding more specific to your advertising goals.

How to use product group subdivisions to bid more strategically

You can subdivide up to 7 levels for each product group in any order you want. 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. Keep in mind that you can't set a bid on a product group that has been subdivided--you'll set bids on the product groups without subdivisions. Learn about best practices for Shopping campaigns

Each ad group in a Shopping campaign can have up to 20,000 product groups.

Attributes available for product group subdivisions

Product groups can only be defined by these attributes provided in your product data in Google Merchant Center.

  • Item ID: Your identifier (id) for each product. Learn more
  • Brand: The name of the manufacturer of a product (Example: Google). The brand should be clearly visible on the front of the product packaging or label. Learn more
  • Category: An attribute based on the Google product taxonomy. Example of a category string: Apparel & Accessories > Clothing > Dresses. In your product data, the ">" characters define the hierarchical levels in the product category that you'll be able to use for subdividing product groups. If you don't submit the category, we might assign one for you. There may be cases where Google refines the category further after it's been submitted. Though we do our best, some products may be miscategorized. You can only subdivide by category when you target these countries: the US, the UK, Australia, Germany, France, Japan, Italy, the Netherlands, Brazil, Norway, Sweden, and Turkey. Learn more
  • Product type: An attribute that you assign based on your categorization. Example of a product type string: Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators. In your product data, the ">" characters define the hierarchical levels in the product type that you'll be able to use for subdividing product groups. Product types can be subdivided up to five times. Learn more
  • Custom labels: You can create up to five custom labels in your product data (Example of label values: seasonal, bestseller). Learn more 
  • Condition: The state of a product (new, used, and refurbished). Learn more
  • Channel: Where your products are sold, either "Local" in a physical store or "Online" through an e-commerce store. Learn more
  • Channel exclusivity: Whether your products are sold locally, online, or through both channels. Learn more

Note: When you change the attributes for your feed, for example if you subdivide your product groups within a Shopping campaign, those changes will not automatically be applied to your product groups. You must update your product groups within the ad group to reflect that new change.


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


Create a product group
  1. From the side navigation, select the ad group for the Shopping campaign you’re interested in.
  2. Locate the product group you want to subdivide and click + next to its name. For example, the “All products” product group.
  3. In the window that appears, select the drop-down menu next to “Subdivide [name of product group] by” and choose a product attribute you’d like to use to begin defining your new product group. (You’ll probably want to use more than one attribute to define your product group. You can do this after you’ve created this subdivision by repeating the above steps). For example, “Subdivide All products by Product type.” The attributes listed are derived from your Merchant Center product feed and include: category, brand, item ID, condition, product type, and custom labels.
  4. After you select the attribute to subdivide by, you'll see a list of possible subdivisions. Next to each subdivision, click "Select" to add the subdivision to your product group. For example, if you sell shoes and select "Category," then the subdivisions that you see might be "Sandals," "Dress shoes," and "Boots."
  5. For certain attributes, you can add subdivisions manually. To manually add subdivisions:
    1. In the bottom left of the window, click or bulk add values manually.
    2. Next, enter one value per line, and then click Add values.
  6. Click Save to finish adding subdivisions to your product group.
  7. Back in the “Product groups” tab, you’ll see that “All products” has been subdivided into your new product groups (“Sandals” and “Boots”) and “Everything else in ‘All products.’” You can subdivide “Sandals” and “Boots” even further by following the same steps above.
  8. Once you’ve created the products groups for this ad group, you can adjust your bids for each product group by clicking in the max. CPC column next to each product group name. Revise the bid amount in the window that appears, or click “Excluded” if you don’t want the products in that product group to be advertised with this ad group.
  9. Click Save.
Edit an existing product group
  1. From the side navigation, select the ad group for the Shopping campaign you want to modify.
  2. Locate the product group you want to edit and click the pencil icon.
  3. Next to “Subdivide [name of product group] by,” select the product attribute you want to use create your new subdivision.
  4. Click the arrow next to the values you want to add to the product group. Click x next to the values you want to remove from the product group.
  5. Click Save.
Remove a product group subdivision
  1. From the side menu, click the ad group for the Shopping campaign that you want to modify.
  2. On the "Product Groups" tab, next to the product group that you want to edit, click "Edit" Edit (pencil) icon. In the window that appears, on the right, you'll see a list of the subdivisions for that product group.
  3. To remove a subdivision, click "Delete" next to it.
  4. Then click Save to finish removing the subdivision.
Choose how to view your product groups

You can change how you view your product groups by clicking the Structured view button or List view button buttons that appear at the top of your ad group’s Product Groups tab. From either view, you can make bulk edits to the Max. CPC bids for any of your product groups.

The Structured view button view shows the structure of your product groups. You'll use this view for adding and removing subdivisions within your ad group. Structured view

The List view button view shows all of your product groups in a list. This view is useful for sorting your product groups by column or seeing an overview of how each of your product groups are performing. You won't be able to make subdivisions from here. List view

If you select product groups in one view and switch to another, the product groups will remain selected in the new view.

Filter product groups

Filter your product groups to search for the data that interests you the most, like clicks, conversions, or the average cost-per-click (CPC). Once you've created a filter, you can save it for easy access in the future.

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the ad group you want to see.
  4. From the Product Groups tab, click the Filter button above your product groups table.
  5. Click Create filter.
  6. Choose the conditions for your filter in the panel that appears. A few notes:
    • You can specify multiple restrictions within a single filter. Click Add another to add a restriction. To remove a restriction, click the x next to it.
    • To save the filter you've created for later use, select the "Save filter" checkbox. The filter will now be available as a drop-down on the Filter button.
  7. When you're done creating your filter, click Apply. The table automatically updates to show you the data that matches your filter. To return to an unfiltered view of your table, click Clear in the filter panel.
  8. Once your product group table looks the way you want it to, you can download the data in a report. Just click the download button Download. Create filter
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