Product groups, campaign priority settings, and how to segment a Shopping campaign so you have meaningful control over budget and bids across your catalogue.
Shopping campaign structure is where most ecommerce advertisers lose control — not because the platform is complex, but because they don't think through how their catalogue should be organised before they launch. I've taken over Shopping accounts where every product was in a single "All Products" product group with one bid, making it impossible to allocate more budget to bestsellers or protect margins on low-value products. Structure is strategy in Shopping. Here's what the exam tests and why it matters.
Correct answer: B. A product group is a subdivision of your product catalogue used to organise products within an ad group and set bids, whereas keywords target specific search queries typed by users
In Shopping, you don't choose keywords — Google matches your products to searches based on your feed. What you control is how your products are grouped and what bids apply to each group. Product groups let you subdivide your catalogue by brand, category, product type, custom label, or individual item ID, and set different bids for each segment. This is how you prioritise your highest-margin or best-converting products without paying the same CPC for everything in the catalogue.
Correct answer: B. Category, brand, item ID, product type, condition, and custom labels
These feed attributes are the levers for Shopping segmentation. Custom labels are particularly powerful because you define them yourself — you can label products as "high-margin", "bestseller", "seasonal", or "clearance" and then set bids accordingly. I use custom labels in almost every Shopping account I manage because they let me apply business logic to bidding that wouldn't be possible with standard feed attributes alone.
Correct answer: B. Create separate campaigns or product groups for premium and budget products, using custom labels to distinguish them, and set higher bids for the high-margin segment
Bidding the same CPC for a ₹500 product and a ₹5,000 product makes no sense from a margin perspective. I always use custom labels to segment products by margin tier or price band, then set bids that reflect the actual return potential of each group. A ₹5,000 product can support a much higher CPC before eating into profitability than a ₹500 product — and your bidding structure should reflect that reality, not average it out.
Correct answer: B. A setting (Low, Medium, High) that determines which campaign wins the internal auction when the same product is eligible to serve from multiple campaigns — the higher priority campaign takes precedence regardless of bid
Campaign priority is most useful when you want to run the same products in multiple campaigns with different strategies — for example, a High priority campaign with a low bid to catch generic queries, a Medium priority campaign for branded queries, and a Low priority catch-all. Without priority settings, the highest bid always wins internally, which removes your ability to route different query types to different campaigns. It's an advanced structural technique I use for clients with large catalogues and sophisticated segmentation needs.
Correct answer: B. Because branded queries typically convert at a much higher rate and lower CPA than non-branded queries — separating them allows different bids, budgets, and performance benchmarks for each
Branded Shopping traffic converts at a fundamentally different rate than generic category traffic. Someone searching "Nike Air Max 270" is further down the funnel than someone searching "men's running shoes." Mixing them in the same campaign and bidding strategy distorts your performance data and prevents you from investing appropriately in each traffic type. I always separate them — either via campaign priority with negative keywords, or through dedicated campaigns — so each can be optimised on its own merits.
All your Shopping products in one campaign with one bid? That's the most common structural mistake I find — and fixing it is usually the fastest way to improve Shopping ROAS.
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