Product groups are used to specify which products from your Bing Merchant Center catalog should be included in a particular ad group.
After you create a shopping campaign, Bing Ads creates a default 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 and divide up to 7 levels for each product group.
You can use the following attributes from your catalog feed to choose the specific products you want to include in any particular product group.
You can use multiple attributes to narrow your group even further. For example, you can create a product group based on brand and condition.
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.
Let's see what the second example would look like in Bing Ads.
Matt's created his shopping campaign and is looking at the default ad group. It contains the default product group that contains all products:
First, he wants to select only toys from Tailspin Toys. So he clicks the pencil icon to display the following. In the drop down, Matt wants to divide all products by Brand.
Matt then chooses Tailspin Toys, and saves his changes. His product group now looks like this:
Now Matt wants to divide Tailspin Toys even further, to select only the right age group. So he click the + next to Tailspin Toys, bringing him to:
In the dropdown list, he chooses to customize Tailspin Toys by Custom label 1, then selects "Ages 1-5." Saving the changes, his product group now looks like this:
Right now the product group still contains everything in the catalog feed. It's just divided into "Tailspin Toys," "Ages 1-5" and everything else. But he wants this ad group to contain only Tailspin Toys for ages 1-5. He need to exclude everything else. Note that Bing Ads has already created a couple of rows that contain "Everything else."
So to exclude everything else, Matt simply clicks on the "+" icon next to the appropriate bid and selects Excluded. First he clicks the "+" next to Everything else in "Tailspin Toys" and then selects Excluded.
Doing this for Everything else in "Tailspin Toys" will exclude Toy 3 and Toy 5. Then, doing the same thing again for Everything else in "All products" will exclude Toy 2, Toy 4, Toy 6 and Toy 8.
Matt now has an ad group with a product group that contains only Tailspin toys for Ages 1-5.