Shopping: a single product ad group for every product
- Launch a Shopping campaign by your chosen segmentWith a single product ad group for each product.
- Set your ROAS bid so it is preciseEach ad group gets the ROAS bid you calculated for that product.
An easy way to build it yourself
The quickest way to create this structure by hand is a spreadsheet and Google Ads Editor.
- List every productOne row per product: campaign name, ad group name (use the product ID), product ID and ROAS bid.
- Create the ad groupsImport the rows into Google Ads Editor to create one ad group per product.
- Subdivide each product groupIn each ad group, subdivide by item ID, include only that product, and exclude “Everything else” so products never overlap.
- Set the ROAS bid on each ad groupUse target ROAS as a percentage, e.g. 3.05 becomes 305%.
- Keep a catch-allAdd one ad group for everything else at a safe ROAS, so new products still show until they get their own ad group.
Performance Max: grouped by margin
Launch a Performance Max version alongside your Shopping campaigns. Performance Max can’t take a bid per product, so instead you group products that need a similar ROAS bid, and give each group its own campaign.
This is how GROW groups them. Take each product’s ROAS bid and round it to the nearest 0.5. That is its margin group.
Example: margin groups
| Product ROAS bid | Margin group | Campaign target ROAS |
|---|---|---|
| 2.34 | 2.5 | 250% |
| 3.05 | 3.0 | 300% |
| 3.30 | 3.5 | 350% |
| 4.01 | 4.0 | 400% |
- Label each product with its margin groupAdd it to your product feed, for example in a custom label or through a supplemental feed.
- Create one campaign per margin groupInclude only the products with that label, and set the campaign’s target ROAS to the group (4.0 becomes 400%).
- Keep the labels up to dateWhen a product’s costs or price change, its margin group can change, and it moves campaign automatically.
This structure is also good for acting as a soft re-marketing solution. Performance Max runs across YouTube, Display, Gmail and Discover as well as Shopping, so it reaches people again after they have seen your products, while every group still bids to a margin it can afford.