Which Are The Best Google Ads Shopping Campaign Structures For Maximum Success?

Google Shopping is one of the most essential advertising opportunities at your fingertips. The secret to Google’s shopping success is applying and developing excellent campaign structures right from the start. In other words, you need to split your campaigns into high, medium and low-priority campaigns that incorporate various product groupings. This way, you always take full advantage of your ROI potential. 

Read on to learn two of the most fundamental strategies for Google shopping campaign structures to ensure maximum success. 

Basic Google Shopping Campaign Structures

Strategy 1: One Campaign And One Ad Group

Because it’s so simple to use, this campaign structure is great if you’re a novice eCommerce advertiser and entails creating single campaigns made up of a solitary ad group. For example, you might be new to Google Shopping campaigns and stock one specific item type, such as bath bombs. Given you only sell one item type, the product groups contained in your ad group won’t be all that technological. 

Pros: Simple to set up and keep track of if you’re selling a single item type and most suitable for anyone just beginning to find their feet with Google Shopping. 

Cons: Limiting in the long-term. You’ll need to identify and then ban poor-performing items from hundreds of products that are all massed together in a single group. 

Strategy 2: One Campaign With Multiple Ad Groups

The second must-have shopping campaign structure is an easy, one-off campaign containing multiple ad groups. Let’s say you’re a bath bombs brand and have recently expanded your range to include a line of handmade soaps. You could create an assortment of ad groups based on bathing supplies like bubble baths, oils and candles. 

Alternatively, if you’re still only selling bath bombs, try creating groups based on subjects like popularity, price, and design. Using this structure, you’ll gain a clearer understanding of what product types perform best. What’s more, you’ll have more freedom to tinker around inserting extra negative keywords into different ad groups.

Pros: Simpler performance tracking and reporting for each item type and the ability to incorporate negative keywords for enhanced targeting. 

Cons: Because you’re only running a single campaign, every ad group shares the same campaign budget collection.

Written by Uzair Kharawala

Founder of SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.