Let's take an example of a supplement store selling various brands and products.
Some customers might search by category, like "protein powder."
Others might look for solutions to specific problems, such as "protein powder for muscle gain."
And some might search for very specific features, like "organic grass-fed protein powder with collagen."
Most brands run their Shopping campaigns with a single ad group, which means you lose control over which products show for specific searches.
For instance, your premium grass-fed protein powder might appear for someone searching for the cheapest protein powder available.
This mismatch wastes ad spend on clicks that don't convert.
Think about it:
If someone searches for "organic protein powder," you want your organic products to show—not your regular or vegan protein powder.
The solution is strategic ad group segmentation, but here's an important thing you need to realize:
This is only possible with Standard Shopping campaigns.