Any of the attributes below can be used in an AdWords Shopping campaign to create product groups.
Category (google_product_category)
Brand
Item ID
Condition
Product type
Custom label 0
Custom label 1
Custom label 2
Custom label 3
Custom label 4
Channel
Channel exclusivity
If you are changing any of these values, whether during an initial feed build or during subsequent maintenance, you should be certain of whether the client is using these values in their shopping campaigns.
If your client is using Google Product Category to make product groups, then you will need to carefully coordinate any changes in Google Product Category with your client and make them aware the kinds of changes you are making. If you make these changes without letting your client know, then products will likely fall into different product groups, which could have negative consequences for the campaign.
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.
