You can create a product group to organize your product inventory. You can create product groups in a Shopping campaign using attributes derived from your product data. Then you can bid on these product groups.
- Instead of keywords: Shopping campaigns use product groups to determine when items from your product inventory appear on a search results page in a Shopping ad.
- Starting out: When you create a new Shopping campaign, a product group for “All products” is created by default using the default maximum cost-per-click bid (max. CPC) you set during ad group creation.
- Subdividing product groups: You can run your Shopping campaign using just the “All products” product group, or subdivide it into as many product groups as you want by using product attributes like Google product category
[google_product_category], product type[product_type], brand[brand], condition[condition], ID[id], and custom label 0-4[custom label 0-4]. You can also remove product groups as needed. - Products and filtering: Each product can appear in only one biddable product group per ad group. You can also exclude a product from appearing in a product group entirely by using inventory filters.
- Bidding: Set and revise bids for each product group as often as you need, or exclude a product group from your campaign.
- Reporting: For Smart Shopping campaigns, reporting metrics can be different for the Product Groups tab when compared to the Campaign, Ad Group, or Ads tabs. This is because the Product Groups tab can only report on product level data.
- For example, when a Shopping ad shows many products in an individual ad slot, each product collects an impression. However, the campaign, ad group, and ad recognize that only a single ad was showing and will count it as one impression.
Learn how to manage a Google Ads Shopping campaign with product groups.