google-ads-shopping-campaign-structure-advisor

Shopping Campaign Structure Advisor

Framework for choosing and setting up the optimal Shopping campaign structure. Based on proven structures from the PPC community (SavvyRevenue, Smarter Ecommerce, Optmyzr).

Quick Decision Guide

WHICH SHOPPING STRUCTURE?
==========================

Budget?
|
+---> <$1k/mo
|   +---> PMAX RETAIL ONLY
|       +-- Not enough data for multiple campaigns
|       +-- 1-2 asset groups max
|       +-- Bid strategy: Maximize Conversion Value
|
+---> $1k-5k/mo
|   +---> PMAX RETAIL PRIMARY
|       +-- PMax Retail as main campaign
|       +-- Optional: Standard Shopping catchall (low budget)
|       +-- 2-5 asset groups per category/margin
|       +-- Bid strategy: Target ROAS (if >30 conv/mo)
|
+---> $5k-20k/mo
|   +---> CHOICE:
|       +---> Maximum control -> STANDARD SHOPPING + PMAX (split)
|       |   +-- Standard Shopping for top performers
|       |   +-- PMax for discovery + scale
|       |   +-- Product exclusions to prevent overlap
|       |
|       +---> Maximum scale -> PMAX RETAIL ONLY
|           +-- Multiple campaigns per segment
|           +-- 3-7 asset groups per campaign
|           +-- Custom labels for margin tiers
|
+---> >$20k/mo
    +---> HYBRID STRUCTURE RECOMMENDED
        +-- Standard Shopping for branded + top products
        +-- PMax Retail for non-brand discovery
        +-- Campaign-level budget control
        +-- Advanced listing group filters

7 Shopping Structures That Work

Structure 1: Single PMax Retail (All Products)

WHEN TO USE:
+-- Small product catalog (<50 products)
+-- Budget <$1k/mo
+-- New account without historical data
+-- Maximum simplicity desired

SETUP:
Campaign: PMax Retail - All Products
+-- Budget: $30-50/day
+-- Bidding: Maximize Conversion Value
+-- Asset Group 1: All Products
    +-- Listing Group: UNIT_INCLUDED (everything)
    +-- 15 headlines, 5 descriptions
    +-- 5-10 images (product + lifestyle)
    +-- Audience Signals: Website visitors + In-Market