Should You Put One Product Per Ad Group in Google Shopping?

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Should You Put One Product Per Ad Group in Google Shopping?

If you’re managing your own Google Shopping campaigns, you’ve probably asked yourself: Should I create a separate ad group for each product? The answer isn’t always simple, but here’s an easy guide to help you figure it out.

Why "One Product Per Ad Group" Isn’t Always the Best Idea

At first, it might seem like creating one ad group for each product gives you more control. But let’s be real—if you’ve got a lot of products, that approach can quickly become overwhelming. Managing dozens (or hundreds!) of ad groups can get messy fast.

When to Group Products Together

For most businesses, grouping similar products in one ad group makes things easier and works just fine. Here’s why:

• Simpler Management: Fewer ad groups mean less time spent tweaking and monitoring.

• Unified Bids: You can set one bid for a group of similar products, making things more streamlined.

When to Separate Products into Their Own Ad Groups

That said, there are times when splitting products into separate ad groups makes sense:

• Different Bids: Want to bid higher on products with better profit margins? A separate ad group helps.

• Targeting Specific Audiences: If certain products appeal to different customer groups, you might want to target them separately.

• Using Negative Keywords: To stop certain searches from triggering ads for specific products, you’ll need separate ad groups.

• Detailed Tracking: Splitting products can help you see how each one is performing more clearly.

Why Campaign-Level Segmentation Works Better

Instead of focusing on ad groups, you can split your products into separate campaigns. This gives you even more control over things like:

• Budgets: Spend more on high-performing campaigns and less on lower-priority ones.

• Bidding Strategies: Use different strategies (like Maximize Clicks or Target ROAS) based on what works best for each campaign.

What’s the Best Approach?

For most businesses, you don’t need a separate ad group for every product. Group similar items together to keep things simple. If you have specific goals—like bidding higher for a certain product or targeting different audiences—splitting them up might make sense.

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