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Structuring a Shopping Ad Groups within a campaign

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am struggling to see how I can create new Ad Groups within a Shopping campaign that target smaller product categories or even individual items.


Any advice gratefully received.

1 Expert replyverified_user

Re: Structuring a Shopping Ad Groups within a campaign

[ Edited ]
Top Contributor
# 2
Top Contributor

simply add a product-group within the ad-group.

typically, design the product-groups so that a product is
included in only one group -- otherwise, google will only
use the item with the highest bid, across all ad-groups.

product-groups are still needed to subdivide items into groups.

primarily, product-groups are designed to subdivide items into
groups or sometimes per-item, to implement bidding strategies --
not ad-groups.

all products are funneled into the same linked account
and can be seen by all eligible ad-groups -- unless a
filter has been applied at the campaign-level.

ad-groups are best used for applying different sets
of negative-words or isolating reports, for example;
otherwise, there is little reason to use an ad-group
simply to subdivide items for bidding.

Re: Structuring a Shopping Ad Groups within a campaign

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭
Hey Gary

You can Subdivide All products by category, brand, condition, product type, product id, custom labels etc

Subdivide products by mentioned categories, and exclude everything else
Check the screenshot

You can also add custom labels in your feed for custom grouping.

Re: Structuring a Shopping Ad Groups within a campaign

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thanks for the detailed response.

I'm still not sure how this works.

Say I sell cars and I want an an Ad Group targeting 10 colour, I would have to have all the cars in each Ad Group and then add 9 negative keywords for each of the other colours,?That seems a little clumsy to me. Each time I reviewed that Ad Group I would see the whole product hierarchy and have to drill down?

I was hoping to be able to create an Ad Group, that contained just say black cars (using either product type of custom labels) and work from there?


Re: Structuring a Shopping Ad Groups within a campaign

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thanks Armen, I can see how to subdivide products within an Ad Group, I was more trying to find out how I could limit/define which products are contained within a product group.

Re: Structuring a Shopping Ad Groups within a campaign

[ Edited ]
Top Contributor
# 6
Top Contributor

first, you're welcome.

to create a product-group with only black items, simply add an
attribute that is known to contain values matching that criteria.

for example, add a custom_label_ attribute,
or add and subdivide product_type levels,
within a product-group --

product-group-1: custom_label_0 (black-best-seller)
product-group-2: custom_label_1 (red-best-seller)
product-group-1: product_type, second-level (black)
product-group-2: product_type, second-level (red)

with example feed data:

id, custom_label_0, custom_label_1, product_type 
00000, special-colors-1, special-colors-2, vehicle > color > fuel > doors
item1, black-best-seller,                , cars > black > electric > two door
item2, black-best-seller,                , cars > black > electric > four door
item3,                  , red-best-seller, cars > red > fossil > two door
item4,                  , red-best-seller, cars > red > fossil > four door
item5,                  , green-fall-sale, cars > green > fossil > four door
item6,                  , yellow-tag-sale, cars > yellow > fossil > hatchback

then, only items matching a defined product-group will fall into that group.

only item1 and item2 should fall into product-group-1;
only item3 and item4 should fall into product-group-2.

the black and red product-groups could be defined
in either the same ad-group or different ad-groups.

the product-group subdivisions are essentially buckets --
only matching items will fall into a corresponding bucket.

the product-groups would work regardless of ad-groups --
that is, the two product-groups may be either in the same
ad-group, or different ad-groups, depending on the need.

all eligible inventory items are always seen in all ad-groups,
to be sub-divided into product-groups; the list is per linked
account, per target-country.

yes -- it is possible to accidentally define multiple product-groups, such that
the same inventory item falls into multiple groups; caution is recommended.

negative-words are mainly to prevent users
from triggering ads, not to subdivide items.

separate ad-groups may allow for better negative-word
assignments, depending on their product-group details.

mainly as a convenience, the pool of all items are also seen
within the products-tab of all (target-country) ad-groups --

this has nothing whatever to do with bids and product-groups.

as a minor aside, cars are not allowed to be advertised as product-listing-ads.


Re: Structuring a Shopping Ad Groups within a campaign

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Hi Celebird,

I really appreciate the help.

I have both broduct_types and custom_labels defined in my feed. But I do not see how I can create a product group using either of these, whenever I create and Ad Group, the only option seems to be to include All products, then sub-divide.

Re: Structuring a Shopping Ad Groups within a campaign

[ Edited ]
Top Contributor
# 8
Top Contributor

sub-dividing all-products is exactly correct --
the default product-group is always all-products.

typically, only one, single, ad-group is all that is needed --
multiple product-groups are created under that ad-group.

in the case of multiple ad-groups, the multiple product-groups are
created under each ad-group -- always by subdividing all-products.

normally, all submitted items are funneled into the linked-account --
all searchable products can always be used to subdivide all-products.

simply be certain an item matches only one of the defined product-groups.

as to the mechanics --

first, check the individual product-status in the merchant-center by
clicking on an item's title under the products-tab -- or, by modifying
the columns in the ad-group's products-tab to add a product-status
column, or both.

check both the custom_label_0 and product_type values under the
products-tab -- to be certain the values were processed properly.

until items are processed and assigned a searchable status --
only attributes with google-defined values, such as condition,
google_product_category, etc., can be used to subdivide the
all-products group.

google may take 24-72 hours or so to review the data and
the website before applying a proper status to each item --
before (possibly) being available to subdivide a product-group.

then, simply navigate to the ad-group's product-groups-tab,
click the all-products speech-bubble (view-products), to be
certain that all-products contains submitted feed items.

then, simply click on all-products and the + plus-sign,
to subdivide by either custom_label_0 or product_type.

also, be certain the ad-group's campaign does not have any filters set and
the country-of-sale matches the the merchant-center feed's target-country.

see also


Re: Structuring a Shopping Ad Groups within a campaign

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
OK, I can see how to have one Ad Group that can be subdivided into different product groups.

But, I still don't know how to have multiple Ad Groups, each containing a different set of products., is it possibel?
Marked as Best Answer.
Accepted by topic author Gary C
June 2016

Re: Structuring a Shopping Ad Groups within a campaign

[ Edited ]
Top Contributor
# 10
Top Contributor

yes, assuming searchable, in stock, products exist,
under an ad-group's products-tab, simply follow the
same similar process to subdivide the all-products
product-group -- under one, or multiple, ad-groups.


of course, the ad-groups would need to be

created under the shopping-campaign, first.


generally, design the product-groups so that a physical

inventory item matches only one, single, product-group --

that is, assigned only one bid; e.g. all black-color items

that are also best-sellers, under one product-group.

from a purely strategic advertising perspective, considering why
multiple ad-groups are needed at all would be a best-practice.

otherwise, the best likely course would be to simply
contact a merchant-center product-listing-ads support
specialist at google, to look directly into the account;
there may be something account-specific at issue --

see also