Understand and use product groups

Understand and use product groups

Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group. In this article will explain more and give a detailed example.

What are product groups?

Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group.

Note

In order to understand product groups, first make sure you are familiar with both Product ads and shopping campaigns.

After you create a shopping campaign, you want to create an ad group. That ad group includes a product group containing all of the products in your Bing Merchant Center catalog feed. However, you don't typically want an ad group to contain all products. Instead, you likely want each ad group to contain only very closely related products in order more effectively manage which ads show, and when. With product groups you can narrow down that default group to a customized list of specific products.

You can use the following attributes from your catalog feed to choose the specific products you want to include in any particular product group.

  • Category (Up to five for each offer)
  • Brand
  • Condition
  • Item ID (Also known as Merchant Product Identifier
  • Product type
  • Custom label (Up to five for each offer)

You can use multiple attributes to narrow your group even further. For example, you can create a product group based on brand and condition.

An example

The best way to understand product groups is to see an example.

Let's say Matt is the owner of a small toy store and his catalog includes the following items:

Merchant Product Identifier Title Brand Category 1 Category 2 Product Type Custom Label 0
1111 Toy 1 Tailspin Toys Toys & Games Indoor Paint Ages 1-5
2222 Toy 2 Wingtip Toys Toys & Games Indoor Stickers Ages 1-5
3333 Toy 3 Tailspin Toys Toys & Games Outdoor Chalk Ages 6-12
4444 Toy 4 Wingtip Toys Toys & Games Indoor Glitter Ages 6-12
5555 Toy 5 Tailspin Toys Media Indoor DVD Teens
6666 Toy 6 Wingtip Toys Toys & Games Outdoors Sports Teens
7777 Toy 7 Tailspin Toys Media Indoor Books Ages 1-5
8888 Toy 8 Wingtip Toys Toys & Games Indoor Paint Ages 6-12

He wants his ad group to contain only toys for ages 1-5. To do that he would simply narrow the default product group down to a product group where Custom label = Ages 1 -5.

As another example, assume that Matt wants to create an ad group that contains only toys from Tailspin Toys for ages 1-5. He simply needs to create a product group where Brand = Tailspin Toys and Custom label = Ages 1-5.

How do I create product ads?

Create a product adexpando image
  1. In the type list from the left panel, select Product ads under Ads and extensions, and then the ad group in which you want to create a new ad.
  2. Click Add product ad.
  3. In the Editor pane, enter the required information for your ad.
Create multiple product adsexpando image
  1. In the type list from the left panel, select Product ads under Ads and extensions, and then the ad group in which you want to create new ads.
  2. In the Manager pane, click Make multiple changes > Add/update multiple product ads.
  3. In the Make multiple changes dialog box, under Add product ad data, do one of the following:
    • Paste data using the suggesting headings
      1. Click Insert headings.
      2. Underneath the headings row, paste the spreadsheet data.
      3. Click Edit headings.
      4. Under Edit headings, make sure that the correct heading is selected in the drop down box for each column.
    • Paste data from a spreadsheet that includes column headings
      1. Paste the spreadsheet data into the text box.
      2. Click Edit headings.
      3. Under Edit headings, make sure that the correct heading is selected in the drop down box for each column.
  4. Click Next.
  5. On the Import Completed page, after you review your changes, click Close.
Notes
  • There is a 1 to 1 relationship between ad groups and product groups. In other words, each ad group has one product group and vice versa.
  • Remember to "exclude" items that you don't want to be in your product group.

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