Shopping Campaigns

A Shopping campaign is a campaign type that helps promote your products by giving users detailed product information before they even click your ad. Ads in Shopping campaigns show users a photo of your product, plus a title, price, store name, and more.

This guide describes how to set up and manage Shopping campaigns in the AdWords API.

Linking your Merchant Center and Google Ads accounts

Before you can create a Shopping campaign, you need to first link your Google Ads account to your Google Merchant Center account as follows:

1. Send an invitation from your Merchant Center account to your Google Ads account.
2. Accept the invitation in your Google Ads account.

Send an invitation from your Merchant Center account

You can use the Merchant Center UI to send the invitation, or use the Content API for Shopping to update the adwordsLinks of your Account.

Managing invitations in your Google Ads account

You can use getServiceLinks and mutateServiceLinks of CustomerService to retrieve, accept, and reject links between your Google Ads account and other services, including Merchant Center.

To retrieve all links to your account, simply call getServiceLinks with a predicate on serviceType = MERCHANT_CENTER as follows:

Java

// Get the CustomerService.
CustomerServiceInterface customerService =
    adWordsServices.get(session, CustomerServiceInterface.class);

// Create a selector that filters by service type.
Selector selector =
    new SelectorBuilder()
        .fields("ServiceType")
        .equals("ServiceType", ServiceType.MERCHANT_CENTER.getValue())
        .build();

// Get the service links.
ServiceLink[] serviceLinks = customerService.getServiceLinks(selector);

// Display the results.
if (serviceLinks != null) {
  for (ServiceLink serviceLink : serviceLinks) {
    System.out.printf(
        "Found service link with service link ID %d, type %s, name '%s', and status %s.%n",
        serviceLink.getServiceLinkId(),
        serviceLink.getServiceType(),
        serviceLink.getName(),
        serviceLink.getLinkStatus());
  }
} else {
  System.out.println("No service links found.");
}

C#

// Get the CustomerService.
CustomerService customerService =
    (CustomerService) user.GetService(AdWordsService.v201809.CustomerService);

// Create a selector that filters by service type.
Selector selector = new Selector() {
  fields = new string[] { ServiceLink.Fields.ServiceType },
  predicates = new Predicate[] {
    Predicate.Equals(ServiceLink.Fields.ServiceType, ServiceType.MERCHANT_CENTER.ToString())
  }
};

// Get the service links.
ServiceLink[] serviceLinks = customerService.getServiceLinks(selector);

// Display the results.
if (serviceLinks != null) {
  foreach (ServiceLink serviceLink in serviceLinks) {
    Console.WriteLine("Found service link with service link ID {0}, type {1}, name " +
        "'{2}', and status {3}.", serviceLink.serviceLinkId, serviceLink.serviceType,
        serviceLink.name, serviceLink.linkStatus);
  }
} else {
  Console.WriteLine("No service links found.");
}

Python

def main(client):
  # Initialize appropriate service.
  customer_service = client.GetService('CustomerService',
                                       version='v201809')

  selector = {
      'fields': ['ServiceType'],
      'predicates': [
          {
              'field': 'ServiceType',
              'operator': 'EQUALS',
              'values': ['MERCHANT_CENTER']
          }
      ]
  }

  service_links = customer_service.getServiceLinks(selector)

  # Display results.
  if service_links:
    for service_link in service_links:
      print('Service link with service link ID \'%s\', type \'%s\', '
            'name \'%s\', and status \'%s\' was found.' %
            (service_link['serviceLinkId'],
             service_link['serviceType'],
             service_link['name'],
             service_link['linkStatus']))
  else:
    print('No service links were found.')


if __name__ == '__main__':
  # Initialize client object.
  adwords_client = adwords.AdWordsClient.LoadFromStorage()
  main(adwords_client)

PHP

$customerService =
    $adWordsServices->get($session, CustomerService::class);

// Create a selector to select all service links.
$selector = new Selector();
$selector->setFields(['ServiceType']);
$selector->setPredicates(
    [
        new Predicate(
            'ServiceType',
            PredicateOperator::EQUALS,
            [ServiceType::MERCHANT_CENTER]
        )
    ]
);

// Get the service links on the server.
$serviceLinks = $customerService->getServiceLinks($selector);

// Print out some information about service links.
if ($serviceLinks !== null) {
    foreach ($serviceLinks as $serviceLink) {
        printf(
            "Found service link with service link ID %d, type %s, name '%s',"
            . " and status %s.\n",
            $serviceLink->getServiceLinkId(),
            $serviceLink->getServiceType(),
            $serviceLink->getName(),
            $serviceLink->getLinkStatus()
        );
    }
} else {
    print "No service links found.\n";
}

Perl

my $client = shift;

# Create a selector that filters by service type.
my $paging = Google::Ads::AdWords::v201809::Paging->new({
  startIndex    => 0,
  numberResults => PAGE_SIZE
});
my $selector = Google::Ads::AdWords::v201809::Selector->new({
    fields     => ["ServiceType"],
    predicates => [
      Google::Ads::AdWords::v201809::Predicate->new({
          field    => "ServiceType",
          operator => "EQUALS",
          values   => ["MERCHANT_CENTER"]})
    ],
    paging => $paging
  });

# Get the service links.
my $service_links =
  $client->CustomerService->getServiceLinks({selector => $selector});

# Display the results.
if ($service_links) {
  foreach my $service_link ($service_links) {
    printf(
      "Found service link with service link ID %d," .
        " type %s, name '%s', and status %s.\n",
      $service_link->get_serviceLinkId(), $service_link->get_serviceType(),
      $service_link->get_name(),          $service_link->get_linkStatus());

  }
} else {
  printf("No service links found.\n");
}

Ruby

# Get the CustomerService.
customer_srv = adwords.service(:CustomerService, API_VERSION)

# Create a selector that filters by service type.
selector = {
  :fields => ['ServiceType'],
  :predicates => [{
    :field => 'ServiceType',
    :operator => 'EQUALS',
    :values => ['MERCHANT_CENTER']
  }]
}

# Get the service links.
service_links = customer_srv.get_service_links(selector)

# Display the results.
if service_links.kind_of?(Array)
  service_links.each do |service_link|
    puts ("Found service link with service link ID %d, type %s, name '%s'," +
        " and status %s.") % [
          service_link[:service_link_id],
          service_link[:service_type],
          service_link[:name],
          service_link[:link_status]
        ]
  end
else
  puts "No service links found."
end

To accept an invitation, call mutateServiceLinks and pass a SET operation that changes the linkStatus from PENDING to ACTIVE. Make sure you set the serviceType and the serviceLinkId on the operand.

Java

// Get the CustomerService.
CustomerServiceInterface customerService =
    adWordsServices.get(session, CustomerServiceInterface.class);

// Create the operation to set the status to ACTIVE.
ServiceLinkOperation op = new ServiceLinkOperation();
op.setOperator(Operator.SET);
ServiceLink serviceLink = new ServiceLink();
serviceLink.setServiceLinkId(serviceLinkId);
serviceLink.setServiceType(ServiceType.MERCHANT_CENTER);
serviceLink.setLinkStatus(ServiceLinkLinkStatus.ACTIVE);
op.setOperand(serviceLink);

// Update the service link.
ServiceLink[] mutatedServiceLinks =
    customerService.mutateServiceLinks(new ServiceLinkOperation[] {op});

// Display the results.
for (ServiceLink mutatedServiceLink : mutatedServiceLinks) {
  System.out.printf(
      "Service link with service link ID %d, type '%s' updated to status: %s.%n",
      mutatedServiceLink.getServiceLinkId(),
      mutatedServiceLink.getServiceType(),
      mutatedServiceLink.getLinkStatus());
}

C#

using (CustomerService customerService =
    (CustomerService) user.GetService(AdWordsService.v201809.CustomerService))
{
    // Create the operation to set the status to ACTIVE.
    ServiceLinkOperation op = new ServiceLinkOperation
    {
        @operator = Operator.SET
    };
    ServiceLink serviceLink = new ServiceLink
    {
        serviceLinkId = serviceLinkId,
        serviceType = ServiceType.MERCHANT_CENTER,
        linkStatus = ServiceLinkLinkStatus.ACTIVE
    };
    op.operand = serviceLink;

    try
    {
        // Update the service link.
        ServiceLink[] mutatedServiceLinks = customerService.mutateServiceLinks(
            new ServiceLinkOperation[]
            {
                op
            });

        // Display the results.
        foreach (ServiceLink mutatedServiceLink in mutatedServiceLinks)
        {
            Console.WriteLine(
                "Service link with service link ID {0}, type '{1}' updated to " +
                "status: {2}.", mutatedServiceLink.serviceLinkId,
                mutatedServiceLink.serviceType, mutatedServiceLink.linkStatus);
        }

Python

def main(client, service_link_id):
  # Initialize appropriate service.
  customer_service = client.GetService(
      'CustomerService', version='v201809')

  # Create the operation to set the status to ACTIVE.
  operations = [{
      'operator': 'SET',
      'operand': {
          'serviceLinkId': service_link_id,
          'serviceType': 'MERCHANT_CENTER',
          'linkStatus': 'ACTIVE',
      }
  }]

  # Update the service link.
  mutated_service_links = customer_service.mutateServiceLinks(operations)

  # Display results.
  for mutated_service_link in mutated_service_links:
    print('Service link with service link ID "%s", type "%s" was updated '
          'to status: "%s".' % (mutated_service_link['serviceLinkId'],
                                mutated_service_link['serviceType'],
                                mutated_service_link['linkStatus']))

PHP

$customerService = $adWordsServices->get($session, CustomerService::class);

// Create service link.
$serviceLink = new ServiceLink();
$serviceLink->setServiceLinkId($serviceLinkId);
$serviceLink->setServiceType(ServiceType::MERCHANT_CENTER);
$serviceLink->setLinkStatus(ServiceLinkLinkStatus::ACTIVE);

// Create a service link operation and add it to the list.
$operations = [];
$operation = new ServiceLinkOperation();
$operation->setOperator(Operator::SET);
$operation->setOperand($serviceLink);
$operations[] = $operation;

// Accept service links on the server and print out some information about
// accepted service links.
$serviceLinks = $customerService->mutateServiceLinks($operations);
foreach ($serviceLinks as $serviceLink) {
    printf(
        "Service link with service link ID %d and type '%s' updated to status: %s.\n",
        $serviceLink->getServiceLinkId(),
        $serviceLink->getServiceType(),
        $serviceLink->getLinkStatus()
    );
}

Perl

my $client          = shift;
my $service_link_id = shift;

my $service_link = Google::Ads::AdWords::v201809::ServiceLink->new({
  serviceLinkId => $service_link_id,
  serviceType   => "MERCHANT_CENTER",
  linkStatus    => "ACTIVE"
});

# Create the operation to set the status to ACTIVE.
my $op = Google::Ads::AdWords::v201809::ServiceLinkOperation->new({
  operator => "SET",
  operand  => $service_link
});

# Update the service link.
my $mutated_service_links =
  $client->CustomerService->mutateServiceLinks({operations => [$op]});

# Display the results.
foreach my $mutated_service_link ($mutated_service_links) {
  printf(
    "Service link with service link ID %d, " .
      "type '%s' updated to status: %s.\n",
    $mutated_service_link->get_serviceLinkId(),
    $mutated_service_link->get_serviceType(),
    $mutated_service_link->get_linkStatus());

}

Ruby

# Get the CustomerService.
customer_srv = adwords.service(:CustomerService, API_VERSION)

# Create the operation to set the status to ACTIVE.
operation = {
  :operator => 'SET',
  :operand => {
    :service_link_id => service_link_id,
    :service_type => 'MERCHANT_CENTER',
    :link_status => 'ACTIVE'
  }
}

# Update the service link.
mutated_service_links = customer_srv.mutate_service_links([operation])

# Display the results.
mutated_service_links.each do |mutated_service_link|
  puts ("Service link with service link ID %d, type '%s' updated to status:" +
      "%s.") % [
        mutated_service_link[:service_link_id],
        mutated_service_link[:service_type],
        mutated_service_link[:link_status]
      ]
end

VB.NET

Using customerService As CustomerService = CType(
    user.GetService(
        AdWordsService.v201809.CustomerService),
    CustomerService)

    ' Create the operation to set the status to ACTIVE.
    Dim op As New ServiceLinkOperation()
    op.operator = [Operator].SET
    Dim serviceLink As New ServiceLink()
    serviceLink.serviceLinkId = serviceLinkId
    serviceLink.serviceType = ServiceType.MERCHANT_CENTER
    serviceLink.linkStatus = ServiceLinkLinkStatus.ACTIVE
    op.operand = serviceLink

    Try
        ' Update the service link.
        Dim mutatedServiceLinks As ServiceLink() =
                customerService.mutateServiceLinks(New ServiceLinkOperation() {op})

        ' Display the results.
        For Each mutatedServiceLink As ServiceLink In mutatedServiceLinks
            Console.WriteLine(
                "Service link with service link ID {0}, type '{1}' updated to " &
                "status: {2}.", mutatedServiceLink.serviceLinkId,
                mutatedServiceLink.serviceType,
                mutatedServiceLink.linkStatus)
        Next

To reject an invitation, call mutateServiceLinks and pass a REMOVE operation with an operand that has serviceType and serviceLinkId set.

Java

// Get the CustomerService.
CustomerServiceInterface customerService =
    adWordsServices.get(session, CustomerServiceInterface.class);

// Create the operation to remove the service link.
ServiceLinkOperation op = new ServiceLinkOperation();
op.setOperator(Operator.REMOVE);
ServiceLink serviceLink = new ServiceLink();
serviceLink.setServiceLinkId(serviceLinkId);
serviceLink.setServiceType(ServiceType.MERCHANT_CENTER);
op.setOperand(serviceLink);

// Remove the service link.
ServiceLink[] mutatedServiceLinks =
    customerService.mutateServiceLinks(new ServiceLinkOperation[] {op});

// Display the results.
for (ServiceLink mutatedServiceLink : mutatedServiceLinks) {
  System.out.printf(
      "Service link with service link ID %d and type '%s' was removed.%n",
      mutatedServiceLink.getServiceLinkId(), mutatedServiceLink.getServiceType());
}

C#

// Get the CustomerService.
CustomerService customerService =
    (CustomerService) user.GetService(AdWordsService.v201809.CustomerService);

// Create the operation to remove the service link.
ServiceLinkOperation op = new ServiceLinkOperation();
op.@operator = Operator.REMOVE;
ServiceLink serviceLink = new ServiceLink();
serviceLink.serviceLinkId = serviceLinkId;
serviceLink.serviceType = ServiceType.MERCHANT_CENTER;
op.operand = serviceLink;

// Remove the service link.
ServiceLink[] mutatedServiceLinks = customerService.mutateServiceLinks(
    new ServiceLinkOperation[] { op });

// Display the results.
foreach (ServiceLink mutatedServiceLink in mutatedServiceLinks) {
  Console.WriteLine("Service link with service link ID {0} and type '{1}' was removed.",
      mutatedServiceLink.serviceLinkId, mutatedServiceLink.serviceType);
}

Python

def main(client, service_link_id):
  # Initialize appropriate service.
  customer_service = client.GetService(
      'CustomerService', version='v201809')

  # Create the operation to set the status to ACTIVE.
  operations = [{
      'operator': 'REMOVE',
      'operand': {
          'serviceLinkId': service_link_id,
          'serviceType': 'MERCHANT_CENTER',
      }
  }]

  # Remove the service link.
  mutated_service_links = customer_service.mutateServiceLinks(operations)

  # Display results.
  for mutated_service_link in mutated_service_links:
    print('Service link with service link ID \'%s\' and type \'%s\' was '
          'removed.' % (mutated_service_link['serviceLinkId'],
                        mutated_service_link['serviceType']))

PHP

$customerService =
    $adWordsServices->get($session, CustomerService::class);

// Create service link.
$serviceLink = new ServiceLink();
$serviceLink->setServiceLinkId($serviceLinkId);
$serviceLink->setServiceType(ServiceType::MERCHANT_CENTER);

// Create a service link operation and add it to the list.
$operations = [];
$operation = new ServiceLinkOperation();
$operation->setOperator(Operator::REMOVE);
$operation->setOperand($serviceLink);
$operations[] = $operation;

// Reject service links on the server and print out some information about
// rejected service links.
$serviceLinks = $customerService->mutateServiceLinks($operations);
foreach ($serviceLinks as $serviceLink) {
    printf(
        "Service link with service link ID %d and type '%s' was removed.\n",
        $serviceLink->getServiceLinkId(),
        $serviceLink->getServiceType()
    );
}

Perl

my $client          = shift;
my $service_link_id = shift;

my $service_link = Google::Ads::AdWords::v201809::ServiceLink->new({
  serviceLinkId => $service_link_id,
  serviceType   => "MERCHANT_CENTER"
});

# Create the operation to remove the service link.
my $op = Google::Ads::AdWords::v201809::ServiceLinkOperation->new({
  operator => "REMOVE",
  operand  => $service_link
});

# Remove the service link.
my $mutated_service_links =
  $client->CustomerService->mutateServiceLinks({operations => [$op]});

# Display the results.
foreach my $mutated_service_link ($mutated_service_links) {
  printf(
    "Service link with service link ID %d and type '%s' was removed.\n",
    $mutated_service_link->get_serviceLinkId(),
    $mutated_service_link->get_serviceType());

}

Ruby

# Get the CustomerService.
customer_srv = adwords.service(:CustomerService, API_VERSION)

# Create the operation to remove the service link.
operation = {
  :operator => 'REMOVE',
  :operand => {
    :service_link_id => service_link_id,
    :service_type => 'MERCHANT_CENTER'
  }
}

# Update the service link.
mutated_service_links = customer_srv.mutate_service_links([operation])

# Display the results.
mutated_service_links.each do |mutated_service_link|
  puts "Service link with service link ID %d, type '%s' was removed." % [
    mutated_service_link[:service_link_id],
    mutated_service_link[:service_type]
  ]
end

Creating a Shopping campaign

Note: This guide uses the CampaignService and AdGroupCriterionService for ease of explanation, but you can perform the same operations using BatchJobService. Consult our batch jobs guide for more details.

Standard Shopping campaigns

When creating a Shopping campaign, you set the budgets, bids, and settings. The simplest type of Shopping campaign has one bid for all products.

There are two steps unique to setting up a Shopping campaign:

1. Set the campaign's advertisingChannelType to SHOPPING.

2. Create a ShoppingSetting and add it to the campaign.

Both steps are demonstrated in code below:

Java

// Create campaign.
Campaign campaign = new Campaign();
campaign.setName("Shopping campaign #" + System.currentTimeMillis());
// The advertisingChannelType is what makes this a Shopping campaign
campaign.setAdvertisingChannelType(AdvertisingChannelType.SHOPPING);

// Recommendation: Set the campaign to PAUSED when creating it to prevent
// the ads from immediately serving. Set to ENABLED once you've added
// targeting and the ads are ready to serve.
campaign.setStatus(CampaignStatus.PAUSED);

// Set shared budget (required).
Budget budget = new Budget();
budget.setBudgetId(budgetId);
campaign.setBudget(budget);

// Set bidding strategy (required).
BiddingStrategyConfiguration biddingStrategyConfiguration = new BiddingStrategyConfiguration();
biddingStrategyConfiguration.setBiddingStrategyType(BiddingStrategyType.MANUAL_CPC);
campaign.setBiddingStrategyConfiguration(biddingStrategyConfiguration);

// All Shopping campaigns need a ShoppingSetting.
ShoppingSetting shoppingSetting = new ShoppingSetting();
shoppingSetting.setSalesCountry("US");
shoppingSetting.setCampaignPriority(0);
shoppingSetting.setMerchantId(merchantId);

// Set to 'true' to enable Local Inventory Ads in your campaign.
shoppingSetting.setEnableLocal(true);

campaign.setSettings(new Setting[] {shoppingSetting});

// Create operation.
CampaignOperation campaignOperation = new CampaignOperation();
campaignOperation.setOperand(campaign);
campaignOperation.setOperator(Operator.ADD);

// Make the mutate request.
CampaignReturnValue campaignAddResult =
    campaignService.mutate(new CampaignOperation[] {campaignOperation});

// Display result.
campaign = campaignAddResult.getValue(0);

System.out.printf("Campaign with name '%s' and ID %d was added.%n", campaign.getName(),
    campaign.getId());

Python

def main(client, budget_id, merchant_id, create_default_partition):
  campaign_service = client.GetService('CampaignService', version='v201809')
  ad_group_service = client.GetService('AdGroupService', version='v201809')
  ad_group_ad_service = client.GetService('AdGroupAdService', version='v201809')

  # Create campaign
  campaign = {
      'name': 'Shopping campaign #%s' % uuid.uuid4(),
      # The advertisingChannelType is what makes this a shopping campaign
      'advertisingChannelType': 'SHOPPING',
      # Recommendation: Set the campaign to PAUSED when creating it to stop the
      # ads from immediately serving. Set to ENABLED once you've added targeting
      # and the ads are ready to serve.
      'status': 'PAUSED',
      # Set portfolio budget (required)
      'budget': {
          'budgetId': budget_id
      },
      'biddingStrategyConfiguration': {
          'biddingStrategyType': 'MANUAL_CPC'
      },
      'settings': [
          # All shopping campaigns need a ShoppingSetting
          {
              'xsi_type': 'ShoppingSetting',
              'salesCountry': 'US',
              'campaignPriority': '0',
              'merchantId': merchant_id,
              # Set to "True" to enable Local Inventory Ads in your campaign.
              'enableLocal': True
          }
      ]
  }

  campaign_operations = [{
      'operator': 'ADD',
      'operand': campaign
  }]

  result = campaign_service.mutate(campaign_operations)

  for campaign in result['value']:
    print('Campaign with name "%s" and ID "%s" was added.'
          % (campaign['name'], campaign['id']))

  # Create the AdGroup
  ad_group = {
      'campaignId': campaign['id'],
      'name': 'AdGroup #%s' % uuid.uuid4()
  }

  adgroup_operations = {
      'operator': 'ADD',
      'operand': ad_group
  }

  # Make the mutate request to add the AdGroup to the Shopping Campaign
  ad_group = ad_group_service.mutate(adgroup_operations)['value'][0]
  ad_group_id = ad_group['id']

  print('AdGroup with name "%s" and ID "%s" was added.'
        % (ad_group['name'], ad_group_id))

  # Create an AdGroup Ad
  adgroup_ad = {
      'adGroupId': ad_group_id,
      # Create ProductAd
      'ad': {
          'xsi_type': 'ProductAd',
          'Ad.Type': 'ProductAd'
      }
  }

  ad_operation = {
      'operator': 'ADD',
      'operand': adgroup_ad
  }

  # Make the mutate request to add the ProductAd to the AdGroup
  ad_result = ad_group_ad_service.mutate([ad_operation])

  for adgroup_ad in ad_result['value']:
    print('ProductAd with ID "%s" was added.' % adgroup_ad['ad']['id'])

  if create_default_partition:
    CreateDefaultPartition(client, ad_group_id)

PHP

// Create a campaign with required and optional settings.
$campaign = new Campaign();
$campaign->setName('Shopping campaign #' . uniqid());
// The advertisingChannelType is what makes this a Shopping campaign
$campaign->setAdvertisingChannelType(AdvertisingChannelType::SHOPPING);
// Recommendation: Set the campaign to PAUSED when creating it to stop
// the ads from immediately serving. Set to ENABLED once you've added
// targeting and the ads are ready to serve.
$campaign->setStatus(CampaignStatus::PAUSED);

// Set portfolio budget (required).
$campaign->setBudget(new Budget());
$campaign->getBudget()->setBudgetId($budgetId);

// Set bidding strategy (required).
$biddingStrategyConfiguration = new BiddingStrategyConfiguration();
$biddingStrategyConfiguration->setBiddingStrategyType(
    BiddingStrategyType::MANUAL_CPC
);

$campaign->setBiddingStrategyConfiguration($biddingStrategyConfiguration);

// All Shopping campaigns need a ShoppingSetting.
$shoppingSetting = new ShoppingSetting();
$shoppingSetting->setSalesCountry('US');
$shoppingSetting->setCampaignPriority(0);
$shoppingSetting->setMerchantId($merchantId);
// Set to "true" to enable Local Inventory Ads in your campaign.
$shoppingSetting->setEnableLocal(true);
$campaign->setSettings([$shoppingSetting]);

// Create a campaign operation and add it to the operations list.
$operations = [];
$operation = new CampaignOperation();
$operation->setOperand($campaign);
$operation->setOperator(Operator::ADD);
$operations[] = $operation;

// Create the campaign on the server and print out some information.
$campaign = $campaignService->mutate($operations)->getValue()[0];
printf(
    "Campaign with name '%s' and ID %d was added.\n",
    $campaign->getName(),
    $campaign->getId()
);

Perl

my $campaign = Google::Ads::AdWords::v201809::Campaign->new({
    name => "Shopping campaign #" . uniqid(),
    # The advertisingChannelType is what makes this a Shopping campaign
    advertisingChannelType => "SHOPPING",
    # Recommendation: Set the campaign to PAUSED when creating it to stop
    # the ads from immediately serving. Set to ENABLED once you've added
    # targeting and the ads are ready to serve.
    status => "PAUSED",
    # Set budget (required)
    budget =>
      Google::Ads::AdWords::v201809::Budget->new({budgetId => $budget_id}),
    # Set bidding strategy (required)
    biddingStrategyConfiguration =>
      Google::Ads::AdWords::v201809::BiddingStrategyConfiguration->new(
      {biddingStrategyType => "MANUAL_CPC"}
      ),
    # Set shopping setting (required)
    settings => [
      # All Shopping campaigns need a ShoppingSetting
      Google::Ads::AdWords::v201809::ShoppingSetting->new({
          salesCountry     => "US",
          campaignPriority => 0,
          merchantId       => $merchant_id,
          # By setting enableLocal to true (1) below, you will enable Local
          # Inventory Ads in your campaign. Set this to false (0) if you want
          # to disable this feature in your campaign.
          enableLocal => 1
        })]});

Ruby

# Create campaign.
campaign = {
  :name => "Shopping campaign #%d" % (Time.new.to_f * 1000).to_i,
  # The advertising_channel_type is what makes this a Shopping campaign.
  :advertising_channel_type => 'SHOPPING',
  # Recommendation: Set the campaign to PAUSED when creating it to stop the
  # ads from immediately serving. Set to ENABLED once you've added
  # targeting and the ads are ready to serve.
  :status => 'PAUSED',
  :budget => {:budget_id => budget_id},
  :bidding_strategy_configuration => {
    :bidding_strategy_type => 'MANUAL_CPC'
  },
  :settings => [
    {
      :xsi_type => 'ShoppingSetting',
      :sales_country => 'US',
      :campaign_priority => 0,
      :merchant_id => merchant_id,
      # Set to "true" to enable Local Inventory Ads in your campaign.
      :enable_local => true
    }
  ]
}
campaign_operation = {:operator => 'ADD', :operand => campaign}

# Make the mutate request.
result = campaign_srv.mutate([campaign_operation])

VB.NET

''' <summary>
''' Creates the shopping campaign.
''' </summary>
''' <param name="user">The AdWords user.</param>
''' <param name="budgetId">The budget id.</param>
''' <param name="merchantId">The Merchant Center id.</param>
''' <returns>The Shopping campaign.</returns>
Private Function CreateCampaign(ByVal user As AdWordsUser, ByVal budgetId As Long,
                                ByVal merchantId As Long) As Campaign
    ' Get the required services.
    Dim campaignService As CampaignService = CType(
        user.GetService(
            AdWordsService.v201809.CampaignService),
        CampaignService)

    ' Create campaign.
    Dim campaign As New Campaign()
    campaign.name = "Shopping campaign #" & ExampleUtilities.GetRandomString()

    ' The advertisingChannelType is what makes this a Shopping campaign.
    campaign.advertisingChannelType = AdvertisingChannelType.SHOPPING

    ' Recommendation: Set the campaign to PAUSED when creating it to prevent
    ' the ads from immediately serving. Set to ENABLED once you've added
    ' targeting and the ads are ready to serve.
    campaign.status = CampaignStatus.PAUSED

    ' Set shared budget (required).
    campaign.budget = New Budget()
    campaign.budget.budgetId = budgetId

    ' Set bidding strategy (required).
    Dim biddingStrategyConfiguration As New BiddingStrategyConfiguration()
    biddingStrategyConfiguration.biddingStrategyType = BiddingStrategyType.MANUAL_CPC

    campaign.biddingStrategyConfiguration = biddingStrategyConfiguration

    ' All Shopping campaigns need a ShoppingSetting.
    Dim shoppingSetting As New ShoppingSetting()
    shoppingSetting.salesCountry = "US"
    shoppingSetting.campaignPriority = 0
    shoppingSetting.merchantId = merchantId

    ' Enable Local Inventory Ads in your campaign.
    shoppingSetting.enableLocal = True
    campaign.settings = New Setting() {shoppingSetting}

    ' Create operation.
    Dim campaignOperation As New CampaignOperation()
    campaignOperation.operand = campaign
    campaignOperation.operator = [Operator].ADD

    ' Make the mutate request.
    Dim retval As CampaignReturnValue = campaignService.mutate(
        New CampaignOperation() {campaignOperation})

    Return retval.value(0)
End Function

As shown in the sample above, a ShoppingSetting has the following properties:

merchantId (required)

The Merchant Center Account ID that your products belong to.

salesCountry (required for Shopping campaigns)

Only products with a matching target country in Merchant Center will be selected. Note that this does not affect ads targeting.

campaignPriority (required for all Shopping campaigns except Smart Shopping campaigns; optional, default: 3 for Smart Shopping campaigns)

Either 0, 1, 2, or 3. The value 3 is reserved for Smart Shopping campaigns, and the API will automatically set that value if not specified. This field determines which campaign will take priority when more than one campaign uses the same Merchant Center data feed. The campaign with the higher priority will be selected. If two campaigns have the same priority, then each ad will be covered by the one that sets the highest bid for the product.

enableLocal (optional, default: false)

If set to true, ads for products sold in local stores will be enabled in your Shopping campaigns.

Note: Starting the week of Feb. 28, 2022, standard Shopping campaigns will no longer support the NetworkSetting.targetContentNetwork field. This field will always return false for standard Shopping campaigns, and if you try to set this field to true, it will be ignored. For more details, see this blog post.

Smart Shopping campaigns

The steps for creating a Smart Shopping campaign are similar to those for creating a standard Shopping campaign except for the following:

• Smart Shopping campaigns don't support shared budgets, so you need to set the budget's isExplicitlyShared property to false.
• Smart Shopping campaigns require setting the advertisingChannelSubType to SHOPPING_GOAL_OPTIMIZED_ADS.
• Smart Shopping campaigns support only MAXIMIZE_CONVERSION_VALUE as a bidding strategy type and MaximizeConversionValueBiddingScheme as a bidding scheme.
• campaignPriority is optional. The API will set it to 3 for you by default.
• enableLocal is optional. The API will set to false for you by default. If set to true, ads for products sold in local stores will be enabled in your Shopping campaigns.

Note: Smart Shopping campaigns were previously known as goal-optimized Shopping campaigns prior to July 2018.

You can see the code for creating a Smart Shopping campaign below:

PHP

private static function createSmartCampaign(
    AdWordsServices $adWordsServices,
    AdWordsSession $session,
    $budgetId,
    $merchantId
) {
    $campaignService =
        $adWordsServices->get($session, CampaignService::class);

    // Create a campaign with required and optional settings.
    $campaign = new Campaign();
    $campaign->setName('Smart Shopping campaign #' . uniqid());
    // The advertisingChannelType is what makes this a Shopping campaign.
    $campaign->setAdvertisingChannelType(AdvertisingChannelType::SHOPPING);
    // Sets the advertisingChannelSubType to SHOPPING_GOAL_OPTIMIZED_ADS to
    // make this a Smart Shopping campaign.
    $campaign->setAdvertisingChannelSubType(
        AdvertisingChannelSubType::SHOPPING_GOAL_OPTIMIZED_ADS
    );
    // Recommendation: Set the campaign to PAUSED when creating it to stop
    // the ads from immediately serving. Set to ENABLED once you've added
    // targeting and the ads are ready to serve.
    $campaign->setStatus(CampaignStatus::PAUSED);

    // Set a budget.
    $budget = new Budget();
    $budget->setBudgetId($budgetId);
    $campaign->setBudget($budget);

    // Set a bidding strategy. Only MAXIMIZE_CONVERSION_VALUE is supported.
    $biddingStrategyConfiguration = new BiddingStrategyConfiguration();
    $biddingStrategyConfiguration->setBiddingStrategyType(
        BiddingStrategyType::MAXIMIZE_CONVERSION_VALUE
    );

    $campaign->setBiddingStrategyConfiguration(
        $biddingStrategyConfiguration
    );

    // All Shopping campaigns need a ShoppingSetting.
    $shoppingSetting = new ShoppingSetting();
    $shoppingSetting->setSalesCountry('US');
    $shoppingSetting->setMerchantId($merchantId);
    $campaign->setSettings([$shoppingSetting]);

    // Create a campaign operation and add it to the operations list.
    $operation = new CampaignOperation();
    $operation->setOperand($campaign);
    $operation->setOperator(Operator::ADD);

    // Create the campaign on the server and print out some information.
    $addedCampaign = $campaignService->mutate([$operation])->getValue()[0];
    printf(
        "Smart Shopping campaign with name '%s' and ID %d was added.%s",
        $addedCampaign->getName(),
        $addedCampaign->getId(),
        PHP_EOL
    );

    return $addedCampaign->getId();
}

Creating a Shopping ad group and ads

Standard Shopping campaigns

In order to serve ads for your Shopping campaign, you must create an AdGroup with at least one ad in the ad group.

Standard Shopping campaigns should have the SHOPPING_PRODUCT_ADS ad group type. This is the default ad group type for Shopping campaigns, and serves standard product ads. The type of an ad group cannot be changed once created.

Once you've created the required type of ad group, complete the basic setup of your campaign by adding a ProductAd to your ad group.

Next, you need to decide which products to include and how much to bid for them.

Smart Shopping campaigns

In order to serve ads for your Smart Shopping campaign, you must create an AdGroup with exactly one ad in the ad group. Set the adGroupType field of your ad group to SHOPPING_GOAL_OPTIMIZED_ADS).

Refer to the code snippets below for details.

PHP

private static function createSmartShoppingAdGroup(
    AdWordsServices $adWordsServices,
    AdWordsSession $session,
    $campaignId
) {
    $adGroupService =
        $adWordsServices->get($session, AdGroupService::class);

    // Create an ad group.
    $adGroup = new AdGroup();
    $adGroup->setCampaignId($campaignId);
    $adGroup->setName('Smart Shopping ad group #' . uniqid());

    // Set the ad group type to SHOPPING_GOAL_OPTIMIZED_ADS.
    $adGroup->setAdGroupType(AdGroupType::SHOPPING_GOAL_OPTIMIZED_ADS);

    // Create operation.
    $adGroupOperation = new AdGroupOperation();
    $adGroupOperation->setOperand($adGroup);
    $adGroupOperation->setOperator(Operator::ADD);

    // Create the ad group on the server and print out some information.
    $addedAdGroup = $adGroupService->mutate([$adGroupOperation])
        ->getValue()[0];
    printf(
        "Smart Shopping ad group with name '%s' and ID %d was added.%s",
        $addedAdGroup->getName(),
        $addedAdGroup->getId(),
        PHP_EOL
    );

    return $addedAdGroup->getId();
}

Once you create the required type of ad group, complete the basic setup of your campaign by adding a GoalOptimizedShoppingAd to your ad group.

Refer to the example code below:

PHP

private static function createSmartShoppingAd(
    AdWordsServices $adWordsServices,
    AdWordsSession $session,
    $adGroupId
) {
    $adGroupAdService =
        $adWordsServices->get($session, AdGroupAdService::class);

    // Create a Smart Shopping ad (Goal-optimized Shopping ad).
    $smartShoppingAd = new GoalOptimizedShoppingAd();

    // Create an ad group ad.
    $adGroupAd = new AdGroupAd();
    $adGroupAd->setAdGroupId($adGroupId);
    $adGroupAd->setAd($smartShoppingAd);

    // Create an ad group ad operation and add it to the operations list.
    $operation = new AdGroupAdOperation();
    $operation->setOperand($adGroupAd);
    $operation->setOperator(Operator::ADD);

    // Create the ad group ad on the server and print out some information.
    $addedAdGroupAd = $adGroupAdService->mutate([$operation])
        ->getValue()[0];
    printf(
        "Smart Shopping ad with ID %d was added.%s",
        $addedAdGroupAd->getAd()->getId(),
        PHP_EOL
    );
}

Note: Smart Shopping campaigns only support a single ad group per campaign and a single ad group ad per ad group.

Partitioning

The full power of Shopping campaigns comes from dividing your product inventory along multiple dimensions and working with product groups individually. Consider the diagram below, where the products have been broadly divided as Electronics (which is further divided by brand), Toys and "Everything else" (which is further divided by Used status).

Note: In Smart Shopping campaigns, product groups are not used to set bids (like in standard Shopping campaigns) but rather to include a set of products or to exclude them.

You create this structure as a tree. Each level of the tree represents a partition.

Each node in the tree is either a subdivision or a unit. A subdivision introduces a new level in the tree, while units are leaves of the tree. Each subdivision must always be completely partitioned, so it must contain a unit type representing Other. In the example, the root, Category: Electronics and Category: (Other) nodes are subdivisions.

Nodes are objects of the ProductPartition class, a subclass of the Criterion class. ProductPartition objects are linked to the AdGroup with either BiddableAdGroupCriterion or NegativeAdGroupCriterion.

Note: A ProductPartition tree can be no more than seven levels deep.

The combination of ProductPartition type and AdGroupCriterion type produces the following effects:

ProductPartition Type	AdGroupCriterion Type	Effect
UNIT	BiddableAdGroupCriterion	A bid for items matching this leaf of the tree.
UNIT	NegativeAdGroupCriterion	This combination indicates that you do not wish to bid for this particular leaf in this ad group, but that other ad groups and (lower priority) campaigns may do so.

Other combinations result in an error.

A ProductPartition also has a caseValue which can be any of several subclasses of the ProductDimension type. A ProductDimension represents the values associated with your products, such as brand, category, or condition. A full description of the available ProductDimension types is available in the reference documentation.

Each immediate child of a subdivision must have a caseValue of the same ProductDimension subtype. Only the root node doesn't have a caseValue.

ProductPartition root = new ProductPartition();
root.setPartitionType(ProductPartitionType.SUBDIVISION);
root.setId(-1);

ProductPartition node1 = new ProductPartition();
node1.setPartitionType(ProductPartitionType.UNIT);
node1.setCaseValue(new ProductBrand(null, "Brand A"));
node1.setParentCriterionId(root.getId());

Remember that each subdivision must contain an "empty" caseValue of the correct type, representing "all other values".

ProductPartition node2 = new ProductPartition();
node2.setPartitionType(ProductPartitionType.UNIT);
node2.setCaseValue(new ProductBrand());
node2.setParentCriterionId(root.getId());

Note: If you encounter AdGroupCriterionError.OPERATIONS_FOR_TOO_MANY_SHOPPING_ADGROUPS errors because you are trying to modify the partition tree of more than two ad groups in a single request, consider using batch jobs to submit your operations. Batch jobs are not subject to the two ad group limit.

Temporary IDs

Criteria are not assigned IDs until the mutate request that creates them is processed by the server. However, a ProductPartition is invalid until it is complete, so whenever you create a subdivision you must also create at least one of its children in the same operation.

To allow you to set the parentCriterionId for the child nodes, you can use temporary criterion IDs. These are locally unique (rather than globally unique) identifiers that apply only within the context of a single mutate request. Any negative integer can be used as a temporary ID. In the sample code above, the ID of the root ProductPartition is set to -1.

When the request is processed, each Criterion is assigned a positive global ID as usual.

Product dimensions

The following ProductDimension types are available for Shopping campaigns:

• ProductBiddingCategory
• ProductBrand
• ProductCanonicalCondition
• ProductCustomAttribute
• ProductOfferId
• ProductType
• ProductChannel (not supported in Smart Shopping campaigns)
• ProductChannelExclusivity (not supported in Smart Shopping campaigns)

ProductBiddingCategory, ProductCustomAttribute, and ProductType are further split into subtypes. When subdividing by one of these types, each caseValue for that subdivision must also be of the same subtype.

ProductBiddingCategory and ProductType are hierarchical, with the subtypes representing depth within the hierarchy. The category Media is a BIDDING_CATEGORY_L1 while Books is a BIDDING_CATEGORY_L2 and has Media as its parent. You cannot subdivide by a caseValue unless the parent has already been subdivided further up the tree.

For example, you cannot have the Books category as a node directly under the root, nor can Books be directly under Electronics, since Electronics is not the parent of Books.

ProductCustomAttribute is not hierarchical. Instead, the subtypes CUSTOM_ATTRIBUTE_0 through CUSTOM_ATTRIBUTE_4 map to the values custom attribute 0 to custom attribute 4 in Merchant Center.

You can specify local, online, or both channels through the product dimensions ProductChannel and ProductChannelExclusivity.

Bidding categories

The values for the ProductBiddingCategory type are fixed IDs. You can retrieve the full set of bidding categories from the ConstantDataService method getProductBiddingCategoryData. We highly recommended that you cache the results of this call as the data set is large and changes infrequently.

Modifying existing ProductPartition trees

The tree must always remain complete, so any mutate operation that would make a tree invalid must be part of the same request as an operation that fixes it again. To be valid, all child nodes of a subdivision must have a caseValue of the same type, and every subdivision must contain an "other" node.

If you wish to further subdivide a leaf node you must remove the existing unit and replace it with a subdivision with the same caseValue. You can then add your refinements as children of the new node.

Removing a subdivision causes all of its children to be recursively removed too.

Filter by product dimensions

You can add a ProductScope criterion to filter the products in a campaign. You can create at most one ProductScope per campaign. A ProductScope is a container for one or more ProductDimensions that represent a simple filter on one aspect of a product. For example, if you add a ProductBrand subtype of ProductDimension and set its value to Nexus, the campaign will apply only to products that have "Nexus" set as the brand in Merchant Center.

ProductScope productScope = new ProductScope();
productScope.setDimensions(new ProductDimension[] {new ProductBrand(null, "Nexus")});

You can add up to seven ProductDimension objects to a ProductScope. Products must match all of the given ProductDimensions to be included in the campaign.

Note: ProductScope is not supported for Smart Shopping campaigns.

Bidding restrictions

The bidding restrictions on a Shopping ad group varies based on the ad group type. The following table summarizes the differences.

	SHOPPING_PRODUCT_ADS	SHOPPING_GOAL_OPTIMIZED_ADS
Bidding Strategy	Only the following types are supported: MANUAL_CPC ENHANCED_CPC TARGET_ROAS TARGET_SPEND	Only MAXIMIZE_CONVERSION_VALUE is supported.
Bids at product partition node level	Required	Not allowed

Reporting

Shopping campaigns introduce two new reports, a Product Partition report and a Shopping Performance report. Smart Shopping campaigns don't support network segmentation. So, AdNetworkType1, AdNetworkType2, and Slot for them will always be returned as MIXED or "Cross-network".

Consult the Reporting guide for more information.