Getting started with Shopping campaigns and your Google Ads account

Smart Shopping campaigns will be automatically upgraded to Performance Max starting in July. Upgrade Smart Shopping campaigns yourself in the coming months using the new, one-click tool to unlock additional inventory and formats that reach new customers. Advertisers who upgrade their Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better return-on-ad-spend (ROAS). Learn more.

Shopping ads are ads that include rich product information, such as a product image, price, and merchant name. They’re created using data attributes from the product information you submit in your Merchant Center data feed and are shown to people who are already searching for the kinds of products you advertise.

You can customize your ad content, set a budget and pricing that’s comfortable for you, and easily measure the impact of your ads with advanced reporting and performance tools.

Shopping campaigns

You’ll need to create campaigns for your Shopping ads in Google Ads in order to advertise your products on Google. Shopping campaigns allow you to manage, organize, and optimize Shopping ads. You can then use powerful reporting and benchmarking tools to monitor and optimize your campaign performance.

Your product data is integral to how you create and manage your Shopping campaigns. By making all of your product data accessible, Shopping campaigns let you easily browse and organize your product inventory and make informed decisions about your advertising strategy.

Create a Shopping campaign

Smart Shopping campaigns combine Standard Shopping and display remarketing campaigns. They use automated bidding and ad placement to promote your products and business across networks. Learn more about Smart Shopping campaigns

Shopping campaigns use product groups to select which products you want to bid on in a given campaign. You can subdivide your inventory into customized product groups using any product attributes (such as category, product type, or brand) and at any level of granularity. The products within the product groups you don’t subdivide remain in an “Everything else” product group. You then set bids for each product group depending upon your campaign goals.

Once you’ve created the campaign in Merchant Center, you’ll be able to use the retail-centric tools in Google Ads to manage your campaign and further subdivide your products. Learn more about creating a shopping campaign

If you've enabled local inventory ads, your default Shopping campaigns will contain a local campaign. Learn more about using Shopping campaigns to promote local inventory