How to segment your products in Google Shopping

Why do you need to segment your products in your Google Shopping campaign? Well, segmenting products into ad groups and product groups improves your targeting and greatly helps with future optimization.

So let’s dive into your ad groups and segment your product. Just follow the process below.

First, choose the Ad group you want to work on.

You should see ‘All products’ shown as a product group. It contains everything in your feed. You need to mouse over the name of the product group you want to subdivide, and Google will display a plus sign.

Click it, and you will be shown another page where you can sort through the products based on select information Google has from your feed.

From the dropdown, you will see the different attributes, including brand, item ID, condition, channel, channel exclusivity, and custom labels. In this example, we created an ad group to target wallets.

So here we’re subdividing this product group by my ‘Custom label 0’ because I know I put my product categories in that field.

From there, click ‘CONTINUE TO EDIT BIDS’. Then, click ‘SAVE’, and you have your new product group subdivided. You will now see the ‘Product Group’ view, where there will be two product groups visible. If you wish to make the segments more granular using different attributes such as colors, for example, you can repeat the process and make sure to SAVE.

There’s a reason that Google gives advertisers the ability to create Google shopping product segmentation, and that’s because you know your catalog better than anyone.

You can choose to segment your products according to a category, bestsellers, profit margins, attributes like color and size, price points, and so much more. So, map it out on a piece of paper or in a document.

This planning will pay off for you in the months to come.