What's the purpose of products groups in a Shopping campaign?
Product groups are keywords that are defined by categories you can select in each of your campaigns.
Product groups are used to specify which products from your feed you want to advertise in each campaign.
Product groups are predefined themes that you can select in each of your campaigns.
Product groups are remarketing lists that you want to advertise in each of your campaigns.
Explanation
Analysis of Correct Answer(s)
The correct answer accurately describes the core function of product groups within a Shopping campaign. In a Shopping campaign, you start with one ad group that contains a single product group called "All products." Instead of using keywords, you subdivide this "All products" group into smaller, more manageable product groups based on attributes from your product feed (e.g., category, brand, product type, custom labels). This allows you to:
- Specify products: Choose precisely which items from your inventory you want to include or exclude in a particular ad group.
- Set specific bids: By segmenting your products, you can set different bids for different groups, giving you granular control over your ad spend based on product performance, margin, or strategic importance.
Analysis of Incorrect Options
- "Product groups are predefined themes...": This is incorrect. Product groups are not predefined by the platform. They are custom-created by the advertiser based on the attributes available in their own product data feed.
- "Product groups are remarketing lists...": This confuses product organization with audience targeting. Remarketing lists are audiences composed of past website visitors or customers. While you can apply audience lists to Shopping campaigns for bid adjustments, the product group's function is to organize products, not people.
- "Product groups are keywords...": This is fundamentally wrong. Standard Shopping campaigns do not use keywords for targeting. Instead, Google matches a user's search query to the information in your product feed. Product groups are for organizing inventory, not for managing keywords.