Create a product group to organize your product inventory in Google Merchant Center. You can create product groups in a Shopping campaign using attributes derived from your product data, available within Google Ads. Then you can bid on these product groups.
Learn how to Manage a Shopping campaign with product groups .
Features of product group in Shopping campaigns
Shopping campaigns use product groups to determine which items from your Merchant Center account appear on a search results page in a Shopping ad.
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.
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.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.
For Performance Max 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.
-
Differences in impression counts between Performance Max item-level reports and campaign-level reports are expected. This is because item-level reporting focuses specifically on Shopping inventory and doesn't represent all the channels where a Performance Max campaign can serve.
