What’s the purpose of products groups in a Shopping campaign?
Correct Answer
Product groups are used to specify which products from your feed you want to advertise in each campaign.
Key takeaways
Product groups specify which products you bid on, and at what price.
They subdivide inventory using feed attributes.
Without them, one bid would apply to your whole catalogue.
Why is this the correct answer?
Product groups specify which products from your feed you want to bid on, and at what price. They subdivide inventory inside an ad group using feed attributes — brand, category, product type, condition, custom label — and each resulting group carries its own bid. Without them you could only set one bid across everything you sell, which would over-bid weak products and under-bid strong ones simultaneously.
Why are the other options wrong?
Product groups are remarketing lists that you want to advertise in each of your campaigns.
Remarketing lists are audiences of people. Product groups are subdivisions of inventory.
Product groups are predefined themes that you can select in each of your campaigns.
There are no predefined themes to select. Groups are built from your own feed attributes.
Product groups are keywords that are defined by categories you can select in each of your campaigns.
Shopping has no positive keywords, so a product group is not a keyword set.
Frequently asked questions about this topic
What is the everything else group for?
It catches products not matched by your subdivisions, and it needs a bid or those products will not serve. New stock arriving in the feed typically lands there first, so an unbid everything else group quietly hides your newest items.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
- 1Peter has finished subdividing the product groups in one of his Shopping campaign’s ad groups. What bid should Peter not use for the remaining “everything else in all products” product group?
- 2You work at a global company that ships products around the world. You would like to create a Shopping campaign to promote products in the European Economic Area and Switzerland. How are Shopping ads served in the European Economic Area and Switzerland?Explained
- 3You’d like to promote your products across Google’s platform but aren’t sure whether a Performance Max campaign would help you more than a Standard Shopping campaign. Which statement is true about Performance Max campaigns?Explained
- 4You work at a large multinational company that ships products globally. You would like to create a Shopping campaign to promote products in the European Economic Area and Switzerland. How are Shopping ads served in the European Economic Area and Switzerland?Explained
- 5How would you accurately describe the function of product groups in a Shopping campaign?
- 6Which of these statements about product groups in a Shopping campaign is true?