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Free Google Shopping Course

  • 41 tutorials
  • 5 hr 31 min 26 sec
Section 4.4: Creating Google Shopping Campaigns

How to segment your products in Google Shopping

Segmenting your products into ad groups and product groups improves your targeting and greatly helps with future optimization. So in this video, you’re going to learn how to segment your products and scale your campaigns.

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.

Get Your Google Shopping Manual Bidding Template Here!

Recommended lesson

🎥 Google Shopping Campaign Setup and Settings ➤ Watch here

Add Your Comments & Questions Below

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1 year ago

In the video Sam mentioned the excel file to calculate and adjust manual cpc bidding, can you please put the link for that as well, thanks

Ela Bruce
1 year ago
Reply to  Muhammad

Hi Muhammad,

The template is available to download on this page, towards the bottom of the page:

1 year ago

Hello, I've followed all the steps through the course to set up my different Google accounts. As I followed this video to make a campaign, no products show when I go to make the segments. I retracked and double checked that all the accounts are linked, all my products are approved in merchant center and still no luck. Any thoughts on what else I could look into to fix? Thanks in advance!

Ela Bruce
1 year ago
Reply to  Kirsten

Hi Kirsten,

This is going to be hard to diagnose without looking at the account. Maybe check the country you're trying to target that you have it set up as a country you can sell to in Google Merchant Center. Other than that, I would contact Google support to check it out for you.

11 months ago

Hi team,

I have recently started running google shopping campaigns and have had some success with my 2 SKU's in my skincare range: Moisturiser, Exfoliate Scrub and adding a Hydration Serum soon

I also have some bundles and gift sets.

Should be running all 3 product SKU's in 1 campaign, in the same ad-group?
Or should I run 1 campaign, with different ad-groups for each SKU, bundle and gift set?

Just worried about my current structure.

Any advice would be appreciated.


Ela Bruce
11 months ago
Reply to  William

Hi William,

It sounds like your three SKUs vary as product types (Moisturizer, Exfoliate Scrub, and Hydration Serum). If this is the case, I would separate these into their own ad group. For the bundles and gift sets, I would include them in the same ad groups based on their product type. If there are multiple product types in the bundles, giving them their own ad group will be best. You would find managing the search terms unnecessarily tricky.

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