How To Structure A Google Shopping Campaign

Google Shopping Campaigns are always a win for eCommerce companies. It is also not burdensome since whenever you run a Google Shopping Campaign you are sure that Google got you and you don’t have to do much. While this is very successful, you need to take the right approach. It is not just spending money. You must be smart about it. Below is a guide on how to successfully run a Google Shopping Campaign.

First, we look at Google Shopping basic elements.


High-priority – these shopping campaigns are for new stock, clearance, and best-sellers or any item you need sold before any other.

Medium-priority – these shopping campaigns are necessary for product lines, specific product categories, and a specific niche.  

Low-priority – shopping campaigns covers every one of your items in one campaign.


Google Shopping Ad Groups

You need to add your products carefully ensuring each is added to a relevant ad group. It will help in quick optimization.

Google Shopping Product Groups

Every Shopping ad group has product groups also known as inventory subsets. The product groups are your items segments, and all products in this segment uses the same bid.  The product groups are subdivided into 7 different levels that help with segmentation.

Product type


Item ID

Custom labels




Next, we look at Google shopping strategies.


I. Creating campaigns

Here you will need to create a single campaign for a single ad group. This is best suited for beginners with one item to sell. For those who have some experience and may have more than one product, you need to remove any item that is poorly performing from your group and remain with the best performing one.

II. Create one campaign with several ad groups

Here, if you are offering several products, you need to create a variety of ad groups based on each product type you offer. In case you have only one item, you can still create ad groups based on topics such as item popularity, price, design, and brand. This will help with better management of your products and aligning them based on their performance. Remember, this is one campaign so all the different ad groups will be on the same budget, they must go together.

III. Creating multiple campaigns with multiple ad groups

Here you will create a campaign for each category of items you sell. Having multiple campaigns and ad groups is ideal when your store has different items and brands. So, with this strategy you will have a different budget for each product.

IV. 3 different campaigns with 3 different priorities

Here, you create three campaigns for each of the three priority categories. As identified earlier, plan the three priorities as follows.

High priority – include your best sellers, new stock, and currently selling items in this campaign.

Medium priority -include your different brands, product categories, and niche.  

Low priority – include all your product in this priority campaign.