What is a Product?

Things that are produced and marketed to be sold are called products. This is the standard marketing definition. Products could be goods, services or an idea that satisfies a demand, want or a need. A product can either be tangible or intangible.

But in the context of Google Shopping, the definition of products is a little different. A good that is tangible and can be sold are products. Products can be apparels, accessories, commodities, consumables, cosmetics, electronics etc.

Why are google shopping ads trending in 2018!?

Products eligible to list and sell on Google Shopping

  • a pair of chinos,
  • a set of key chains,
  • a barrel of oil,
  • a loaf of bread,
  • a pack of cigarettes,
  • a dozen apples,
  • an iPhone etc

Products not eligible to list on Google Shopping – services such as plumbing, carpentry, advocacy etc

Products in the context of Google Shopping –

Like Google AdWords is keyword-centric, Google Shopping is product-centric. From account structure to all the optimization activity and everything in between is built up keeping in mind the products in the inventory. The products feed is an inventory of products.

Products groups consist of products. An Ad group contains different products groups. A products group can have more than a single product, but at AdNabu, we recommend the using a single product. Also, an ad group can contain a number of products groups, but having one products group with one products has significant benefits over the other approach.

Advantages of having a single product in a group range from acquiring search terms data to impression share. This approach also helps in setting negative keywords effectively and improves feed optimization. Identifying out of stock products and eliminating them from bidding is difficult when using other approaches.

Single Keyword Ad Group (SKAG) is an ideal AdWords account structuring practice. Similarly, the best approach is using Single Product Product Group (SPPG) and Product Level Ad Groups in Google Shopping.


CEO and co founder of AdNabu. Exploring the intersection of data and marketing