Create product groups

Summary

Shopping campaigns differ from search campaigns in that they allow bidding on a product group instead of keyword level. Once all products are available to an ad group, product groups can be created, subdivided by attributes such as Brand, Category and Product type. See this section for a full list of attributes and their meanings. All inventory items in a given product group will have the same bid.

Manual steps

The following steps summarize how to create product groups via the AdWords UI. For more detail see how to manage Shopping campaigns with product groups.

  1. Create a new Shopping campaign for All Products.
  2. Create a new ad group without any subdivision.
  3. Either select an existing product group or All Products.
  4. Choose subdivide (name of product group) by (product attribute), e.g. subdivide (All Products) by (Brand).
  5. Repeat steps 3-4 until all subdivisions have been created.

  6. For some attributes, you can manually add subdivision values as a list:

    1. Select Bulk add values manually.
    2. Add each subdivision (one item per line).
    3. Confirm the changes.
  7. Set a max CPC bid for each product group created.

Automatic steps

The following steps summarize how product groups (known in the AdWords API as product partitions) can be created via AdWords API. For more detail see product partition section of the Shopping guide for AdWords API.

  1. Make sure that you have successfully linked the Merchant Center account to the AdWords Account.
  2. Create a new Shopping Campaign using CampaignService as described in the guide on Shopping campaigns
  3. Create a new ad group via AdGroupService as described in the guide on Shopping ad groups
  4. Create a root node for the ProductPartition tree:

    1. Create a new ProductPartition and set the ProductPartitionType to SUBDIVISION. This will be a subdivision node.
    2. Set the Id of the root to a temporary value e.g. -1.

  5. Create a child node:

    1. Create a new ProductPartition and set the ProductPartitionType to either:
      1. UNIT. This will be a leaf node of the tree.
      2. SUBDIVISION. This will split the tree by another subdivision. Set a temporary ID for the node.
    2. Set the caseValue of the node to the ProductDimension you wish to subdivide by (referred to as product attribute in AdWords UI). For example ProductBrand (See a list of possible product dimensions and additional properties to set).

    3. Set the parent id for the node. This should be the getId value of the parent subdivision or root node.

  6. Repeat step 5 for every UNIT required for the subdivision, at the current tree level.

  7. For each SUBDIVISION at the current level:

    1. Take note of the ID value. This will be the parent ID for the next level.
    2. Follow the tree down a level.
    3. Repeat steps 5-7.
  8. Create an BiddableAdGroupCriterion for every UNIT that you wish to bid on for a given ad group (requires adGroupId).
  9. Create a NegativeAdGroupCriterion for every UNIT that you do not wish to bid on for a given ad group.

  10. Use the AdGroupCriterionService mutate to apply the changes to all criteria.

  11. Enable the ad group to start bidding using the product partition structure.

This diagram shows the relationships between the different AdWords API components required to build a product partition tree:

Diagram of AdWords API components required to build a product partition tree

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