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 ShoppingProduct data becomes a Shopping ad.
- title
- Organic Tee · Green
- availability
- in_stock
- price
- 40.00 EUR
- color
- green
- size
- M
Choose a variant. The product data and ad update together.
Organic Tee · Green
€40In stock · Example priceFrom Cobiro01ID, title, image and variant describe the actual product being sold.
The 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.
From insight to action
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Advertising across markets
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About the author
Malthe Ærbo Weibeck
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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