Google Ads
intermediate
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How to Structure Google Shopping Campaigns

Structure your Shopping campaigns by product category, margin, or priority level. Use campaign priority settings (High, Medium, Low) to control which campaign serves for which searches — this lets you funnel branded searches to one campaign and generic searches to another. Within each campaign, use

Shopping Campaignsgoogle shopping campaign structure

Quick Summary

Structure your Shopping campaigns by product category, margin, or priority level. Use campaign priority settings (High, Medium, Low) to control which campaign serves for which searches — this lets you funnel branded searches to one campaign and generic searches to another. Within each campaign, use product groups to subdivide by brand, product type, custom labels, or item ID. Good structure allows you to set different bids and budgets for different product segments based on their profitability.

Process Flow

Interactive diagram — drag to pan, scroll to zoom

Step-by-Step Guide

Follow these 5 steps to complete this guide

1

Why Shopping Structure Matters

Unlike Search campaigns where you choose keywords, Shopping campaigns are triggered by your product feed data. Google matches product titles, descriptions, and attributes to search queries. Your structure determines how you allocate budget and set bids across your product catalogue.
2

Basic Structure: One Campaign

For small catalogues (under 100 products), a single campaign with product group subdivisions may be sufficient. Subdivide by product type or brand to set different bids for different product categories based on their margins and conversion rates.
3

Advanced Structure: Priority-Based

For larger catalogues, use multiple campaigns with different priority settings. The High-priority campaign catches generic queries with lower bids. The Medium-priority campaign targets product-category queries with moderate bids. The Low-priority campaign captures brand-specific and high-intent queries with higher bids, using negative keywords in the higher-priority campaigns to funnel traffic.
4

Product Group Subdivisions

Within each campaign, subdivide products using product attributes from your feed: Brand, Product Type, Custom Labels (0-4), Item ID, Condition, Channel. Custom Labels are particularly powerful — use them to tag products by margin tier, bestseller status, seasonal relevance, or promotional status.
5

Feed Quality Is Everything

Your Shopping structure is only as good as your product feed. Ensure titles are descriptive and contain relevant keywords, descriptions are detailed, images are high quality, prices are accurate and competitive, and all required attributes are filled. See our product feed optimisation guide for details.

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