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Campaign Types
A standard Shopping campaign serves product ads built from your Merchant Center feed on Google Search and the Shopping tab, with bidding and targeting controlled at the product group level rather than by keywords.
Standard Shopping is the manual-control counterpart to Performance Max for retailers. You subdivide the catalog into product groups by brand, category, item id, or custom label, set bids or targets per group, and use negative keywords to shape which queries the products enter. Search terms are fully visible, and there is no Display or YouTube inventory to worry about.
We segment Shopping campaigns by performance tier: a campaign for proven sellers with a higher target, one for the long tail with efficient bids, and product exclusions for items that get clicks and never convert. Campaign priority settings and shared negatives let you route generic queries to one campaign and specific product queries to another.
In most accounts standard Shopping runs alongside PMax: Shopping for control over the products that matter most, PMax for reach across the rest of the catalog and the other channels.
Why it matters
It is the only retail campaign type that gives product-level control and full search term visibility.
RELATED TERMS
Performance Max (PMax)
Performance Max is a Google Ads campaign type that serves across Search, Shopping, YouTube, Display, Discover, Gmail, and Maps from a single campaign using automated bidding and asset-based creative.
Product Feed
A product feed is the structured file or API connection that sends your catalog attributes (id, title, description, price, availability, image, GTIN, category) to Merchant Center.
Google Merchant Center
Google Merchant Center is the platform where retailers upload and manage product data that powers Shopping ads, Performance Max retail campaigns, and free product listings across Google.
Written by Ilya Bulychev, Founder, Live PPC Ads. Part of the PPC Glossary.
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