What is Standard Shopping?
Malthe Weibeck Thomsen · Growth Hacker · Senior Pull Specialist · 8 July 2026 · 3 min.
Definition
Standard Shopping is a Google campaign type that shows product ads (image, price, store) based on your product feed, with more manual control than Performance Max.
Also called: Standard Shopping, Shopping campaign, Google Shopping
Sådan virker det
custom_label_0 → tROAS pr. margin-bucket → budgettet flyder mod profit
I Shopping og Performance Max er feedet dine “keywords”. Titler, produkttype og billede afgør, hvad du matcher på — og et custom_label med margin-bucket lader dig byde højere på de produkter, der faktisk tjener penge.
01The feed IS the campaign
In Shopping you don't bid on keywords — Google decides which searches you show up on, based on your feed. Titles, product type, attributes and images are therefore effectively your keywords. A weak feed sets a ceiling on the campaign, no matter how well the bid is set.
Standard Shopping gives more control than PMax: you can see search terms, manage bids per product group, and use negative keywords. For brands that want a firm grip on assortment and waste, it's often a deliberate choice over the more automated PMax.
Frequently asked questions
What's the difference between Standard Shopping and Performance Max?+
Standard Shopping shows only Shopping ads and gives more manual control (search terms, bid adjustment, negatives). PMax runs across all of Google's inventory with less visibility. Many use Standard Shopping when control matters more than reach.
Why is the product feed so important in Shopping?+
Because the feed determines which searches you show up on — titles and attributes are your keywords. A weak feed limits the whole campaign, no matter how well the bid is set.
Related terms
Glossary
What is Performance Max (PMax)?
Performance Max (PMax) is a Google campaign type that runs across all of Google's inventory — Search, Shopping, YouTube, Display, Gmail and Maps — steered by one algorithm toward a single conversion goal.
Read the entry →Glossary
What is Google Merchant Center?
Google Merchant Center is the platform where you upload and manage your product feed, so products can appear in Shopping ads, Performance Max and free product listings.
Read the entry →Glossary
What are custom labels?
Custom labels (custom_label_0 through 4) are optional fields in the product feed where you can tag products with your own criteria — for example margin, bestseller status, season or stock level.
Read the entry →
Malthe Weibeck Thomsen
Growth Hacker · Senior Pull Specialist at Oaksmond
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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