How to Build Google Shopping Campaigns That Work

As the number of Google Shopping advertisers grows, it’s getting harder to gain a competitive edge. Retailers need to be on top of their game to
capture sales and grow profit. Campaign structure, keywords, and bidding are all key to creating effective advertising.
Let’s dive into some easy ways to build Google Shopping campaigns that work!

Campaigns That Fail

Campaigns That Work

This disorganized closet is like an ineffective Google shopping campaign.

Many of our clients come to us with all of their products lumped into one campaign.

This makes it impossible to see which campaigns are truly worthy of an increased bid (or decreased bid).

While it’s easiest to shove all products into one campaign, it almost always leads to to excess costs and wasted spend.

We tackle messy campaign structures with 3 powerful fixes: product feed organization, our three-tiered campaign structure, and our keyword and bidding strategies. 

With an organized campaign, we can accurately direct spend toward top performers and away from under performing products — leading to incremental profit.  

Product Feed Organization

Proper product feed organization is key to effective Google Shopping Campaigns.

Organizing the product feed is a crucial first step. It determines which products serve together in a single product group, and which are separated. Most importantly, it’s your last opportunity to ensure all products are eligible for sale through Google Shopping. Small errors in data or missing fields can prevent items from appearing altogether — with a very real impact on revenue. 

This funnel describes a three-tier Google shopping Campaign structure.

Three-Tier Campaign Structure

This tiered-intent Google Shopping campaign structure is the only campaign strategy that will allow you to segment your prospects by query intent. 

Segmenting according to the purchase funnel helps limit spend on very generic or unprofitable terms, while driving additional spend to search terms that are much more likely to lead to a sale. Simply put: it’s a smarter way to segment. 

Smart Account Management

Good negative keyword lists are crucial to building shopping campaigns that work.


As many a client has lamented to us, Google Ads does not offer any direct way to add targeting to Shopping campaigns.  However, you can indirectly add targeting by applying robust negative keyword lists. After your negative keyword lists are created, apply them to the appropriate campaigns to drive highly-relevant traffic to one set of campaigns, somewhat less relevant traffic to another set, and irrelevant traffic to the third set.

Query sggmentation is key to an effective bidding process.


Once you’ve chosen attributes and your search queries sorted, it’s time to apply a bit of bidding strategy. Regardless of which bidding strategy you’re employing , you should apply less spend to the campaigns you’re driving irrelevant traffic to, slightly more to your middle-of-the-road campaigns, and set the highest bids in the campaigns that are intended to attract the most relevant traffic. 

Want to Learn More?

Google Shopping Blogs

Learn how to overcome the business challenges of optimizing for contribution margin when clearance items are involved—while driving profit.

4 Tips to building the effective Google Shopping campaigns — includes our three-tier campaign strategy, suggested moderate campaign structure, and more!

Still putting your PLA campaigns in a single ad group? Learn the power segmenting your Google Shopping ads by query intent by using negative keywords.

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Google Shopping Resources

Ebook: How to Radically Increase Google Shopping Profits — Using Keyword Segmentation
How to Radically Increase Google Shopping Profits
— Using Keyword Segmentation
Metrics Don't Lie: An In-Depth Guide to Attribution Models
Metrics Don’t Lie: An In-Depth
Guide to Attribution Models
Ngrams: The Path to Effective Keyword Targeting in Google Shopping
Ngrams: The Path to Effective
Keyword Targeting in Google Shopping

Let Us Build Effective
Google Shopping Campaigns

Query Segmentation in Google Shopping