Shopping Campaign Builder - User Guide

What is it?

The Shopping Campaign Builder is a tool that lets you create campaigns with multiple levels of product partitions through a single click. You can create hundreds of ad groups with thousands of product groups in your account's active campaigns, in just a few minutes. 

Why should you use it? 

Save Time. Creating a detailed campaign structure with thousands of product groups can take hours and in some cases even days. The time spent is directly proportional to the size of the product feed and the level of detail you want to use to create the product groups. 

Avoid Error. When you create product groups in Google Ads, everything has to be set up manually which increases the margin of human error.

Gain More Control. Given the manual nature of this exercise, users tend to create fewer product partitions which limit the level at which you can control the bids. 

How does it work? 

The Shopping Campaign Builder pulls the data from the Google Shopping feed/product feed and then lets you define a structure for the product groups without having to create each product group manually. It uses your feed design to create product groups automatically. 

Before you can use any of the Shopping tools for the first time, you'll have to link the Merchant Center Login email and then the individual product feed (Merchant Child Account). You can read about how to do it here.

Design Campaign Structure

To begin with, select the campaign in which you want to create the product groups (left column).

Use the 'SPLIT BY' option to define the structure of the product groups in the campaign. You can choose up to seven levels by which to create product groups. 

For example, you can choose Brand as the first level and then product category 0 and so on.

You can create all the product groups under one single ad group or under different ad groups. You can choose to create different ad groups for the first level you've opted to split it by. 

After specifying the structure, click 'Next' to see the product groups and set the bids. At this stage, the system pulls the data from the linked product feed and puts them in the structure you've defined. 

Review Campaign Structure

On the next page, you'll see the actual structure and product groups that will be created. The white page icons represent individual ad groups and the yellow folders under them represent different levels of product group partitions. On this page, you can change bids for product groups and exclude product groups as well. 

  • To change the bid, double-click on the product group and you'll get an option to change the bid. Updated bids will be highlighted in red color as shown below.
  • To exclude a product group, uncheck the box next to the product group and it will show excluded status.

Upload Changes to Google Ads

After reviewing, click on 'Create Product Groups in AdWords' to upload the structure to your Google Ads account.

Ad Groups Prefix

When applying changes, you will be prompted to add a prefix for the ad groups that will be created. Having the same split and prefix set for the ad groups in a campaign is very useful for when any new additions are made to the feed, as these prefixed guide the system towards maintaining one same structure. 

When you use the Shopping Refresher Pro tool, the prefixes set here will be the ones the tool will use to create new product groups and ad groups.

Restructure existing ad groups with the same name (Pro)

This checkbox option in the prompt message is only for Pro plan users, and allows you to restructure your current ad groups towards the current structure and prefix you've set. 

After you confirm the upload to Google Ads, feel free to navigate away from the page, and the changes will continue to be uploaded in the back end. Keep in mind that if your product feed is large, it will result in thousands of product groups, and it takes time to upload a large number of changes to Google Ads. 

Things to keep in mind

  • The Shopping Campaign Builder doesn't create campaigns. The shopping campaign needs to exist in the Google Ads account in paused or active state. It can be a shell campaign with no structure. You should be able to select it from the campaign selector on the left.
  • You can have multiple product feeds associated with different campaigns in a Google Ads account. The system automatically associates the correct product feed with the campaign when you design the split.
  • For very large feeds we don't recommend creating tens of thousands of ad groups unless you want to manage negatives at a very granular level. Bids can be administered at the product group level, so you don't need an ad group for each item id. 

You can check some frequently asked questions here, and you can read about troubleshooting questions here.

Demo Video: Shopping Campaign Builder 


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