The product_type and google_product_category attributes in your Shopping feed serve different purposes, but they're often confused. As explained in Google's product_type documentation, understanding when to use each - and how they work together - helps you structure campaigns better and improve reporting accuracy.
In short: google_product_category tells Google what your product is for ad targeting, while product_type is your own classification for campaign structure and reporting.
Quick Comparison
| Aspect | google_product_category | product_type |
|---|---|---|
| Source | Google's predefined taxonomy | Your own classification |
| Primary Purpose | Ad targeting & query matching | Campaign structure & reporting |
| Required? | Recommended (auto-assigned if empty) | Optional |
| Format | ID or exact path from Google's list | Free-form text (your hierarchy) |
| Max Values | One per product | One per product (can be hierarchical) |
| Affects | Search matching, auction eligibility | Product groups, filters, reports |
Google Product Category Explained
The google_product_category attribute assigns your product to Google's standardized taxonomy. This helps Google understand what your product is and match it to relevant search queries.
How Google Uses It
- Query matching - Determines which searches your product is eligible to appear for, according to Google's product category documentation
- Auction grouping - Products compete with others in similar categories
- Attribute requirements - Some categories require specific attributes (e.g., apparel needs size and color), which can cause feed errors if missing
- Policy enforcement - Certain categories have specific advertising policies
Format Options
You can specify the category using either the full text path or the numeric ID:
# Text path format:
google_product_category: Apparel & Accessories > Clothing > Shirts & Tops
# Numeric ID format (recommended):
google_product_category: 212Pro Tip
Use numeric IDs instead of text paths. IDs are more stable across taxonomy updates and eliminate issues with spelling or special characters.
Best Practices for google_product_category
- Be specific - Use the most detailed category available, not just the parent. You can reference the full Google taxonomy file for available options
- Match accurately - Don't game categories; Google may override incorrect assignments
- Check requirements - Some categories require additional attributes
- Review periodically - Categories change; check for better options
Product Type Explained
The product_type attribute is your own product classification. Unlike google_product_category, there's no predefined list — you create your own hierarchy based on how you organize products. This makes it ideal when you need a more detailed taxonomy than Google's product taxonomy provides, which is common in verticals like food, fashion, and home goods where Google's categories are too broad for meaningful campaign segmentation.
How It's Used
- Campaign structure - Create product groups based on your product_type hierarchy
- Bidding - Set different bids for different product types
- Reporting - Analyze performance by your own categories (the API exposes product_type_l1 through product_type_l5)
- Filtering - Filter products in Google Ads and Merchant Center
Format
Product type uses a hierarchical format with > as the separator:
# Simple product type:
product_type: Running Shoes
# Hierarchical product type (recommended):
product_type: Footwear > Athletic Shoes > Running Shoes > Trail Running
# Multiple levels of specificity:
product_type: Electronics > Computers > Laptops > Gaming Laptops > 15-inch
# Detailed food product taxonomy (more granular than Google's taxonomy):
product_type: Food > Snacks > Protein Bars > Whey-Based > Chocolate > 12-PackThe food example above illustrates the advantage well. Google's product taxonomy only goes as deep as "Food, Beverages & Tobacco > Food Items > Snack Foods" — it doesn't distinguish between protein bars, granola bars, or chips. With product_type, you can build a detailed food taxonomy that's far more granular than Google's categories, letting you bid differently on high-margin protein bars versus low-margin commodity snacks.
Best Practices for product_type
- Mirror your site structure - Use your website's navigation or category hierarchy, as recommended in the product data specification
- Be consistent - Use the same hierarchy across all products
- Include 2-4 levels - Enough detail for useful grouping without over-segmentation
- Think about bidding - Create groups you'll want to bid differently on
Using Both Attributes Together
The best approach is to use both attributes, each for its intended purpose:
| Product | google_product_category | product_type |
|---|---|---|
| Nike Trail Running Shoe | 187 (Athletic Shoes) |
Footwear > Running > Trail > Men's |
| Samsung 65" OLED TV | 404 (Televisions) |
Electronics > TVs > OLED > 65-inch |
| Organic Dog Food 30lb | 3530 (Dog Food) |
Pet Supplies > Dog > Food > Dry > Organic |
| Wireless Gaming Mouse | 308 (Computer Mice) |
Electronics > Peripherals > Mice > Gaming > Wireless |
Notice how:
- google_product_category uses Google's taxonomy (IDs shown)
- product_type uses a custom hierarchy that matches the retailer's organization
- product_type often includes attributes (Men's, 65-inch, Organic) that help with filtering
Impact on Campaign Structure
Product type is particularly valuable for structuring Shopping campaigns:
Example Campaign Structure Using product_type
Campaign: All Products
└── Ad Group: All Products
├── Product Type: Electronics
│ ├── Product Type: Computers
│ │ ├── Product Type: Laptops (bid: $1.50)
│ │ └── Product Type: Desktops (bid: $1.20)
│ └── Product Type: TVs (bid: $2.00)
└── Product Type: Footwear
├── Product Type: Running (bid: $0.80)
└── Product Type: Casual (bid: $0.60)This structure lets you:
- Set different bids by product category
- Exclude underperforming categories
- Create separate campaigns for high-priority categories with dedicated budget allocation
- Analyze performance at each level of your hierarchy, including brand performance
Key Insight
You cannot create product groups based on google_product_category in Google Ads - only product_type. This is why product_type is essential for campaign structure, even though google_product_category is more important for targeting.
Common Mistakes to Avoid
Mistake 1: Using product_type as google_product_category
# WRONG - This won't work for google_product_category
google_product_category: Footwear > Running > Trail
# CORRECT - Use Google's taxonomy
google_product_category: Sporting Goods > Athletics > Running > Running ShoesMistake 2: Not Using product_type at All
Many retailers only set google_product_category and skip product_type entirely. This limits your ability to:
- Create meaningful product groups
- Set granular bids
- Analyze performance by your own categories
- Filter products in reports
Mistake 3: Inconsistent product_type Hierarchy
# INCONSISTENT (avoid this)
Product A: Electronics > Laptops > Gaming
Product B: Computers > Gaming Laptops
Product C: Gaming > Laptop
# CONSISTENT (use this)
Product A: Electronics > Computers > Laptops > Gaming
Product B: Electronics > Computers > Laptops > Gaming
Product C: Electronics > Computers > Laptops > GamingMistake 4: Too Many or Too Few Levels
# TOO SHALLOW - Not useful for grouping
product_type: Shoes
# TOO DEEP - Over-segmented, hard to manage
product_type: Apparel > Footwear > Athletic > Running > Trail > Waterproof > Gore-Tex > Men's > Size 10 > Blue
# JUST RIGHT - Useful hierarchy
product_type: Footwear > Running > Trail > Men's
Reporting and Analytics Benefits
Both attributes appear in different reporting contexts:
| Report Type | google_product_category | product_type |
|---|---|---|
| Google Ads Product Groups | Not available | Available |
| Google Ads Reports | Limited | Full filtering |
| Merchant Center | Product diagnostics | Product filtering |
| Third-party tools | Both available | Both available |
Analytics tools like SKU Analyzer can leverage both attributes for analysis - using google_product_category to compare performance against Google's standard categories, and product_type to match your internal reporting structure.
Frequently Asked Questions
Is google_product_category required?
It's technically optional for most categories - Google will auto-categorize based on your product data. However, it's strongly recommended because explicit categorization is more accurate than auto-detection, especially for competitive or ambiguous product types.
Can I use my own taxonomy for product_type?
Yes, product_type is completely flexible. You can use your website's navigation structure, your internal product hierarchy, or any classification system that makes sense for your business. There's no predefined list to follow.
Which attribute affects ad targeting more?
google_product_category has more direct impact on ad targeting because Google uses it to match products with search queries. product_type is primarily for campaign organization and reporting, though it can indirectly affect targeting through your campaign structure and bidding.
What if google_product_category doesn't match my product exactly?
Choose the closest match from Google's taxonomy. If no category fits well, use a broader parent category. Don't force a product into an incorrect category - Google may override it anyway, and mismatches can hurt targeting. You can use product_type to add specificity that Google's taxonomy doesn't cover.
Conclusion
Understanding the difference between product_type and google_product_category is fundamental to effective Shopping campaign management:
- google_product_category - Use Google's taxonomy to help Google understand and target your products correctly
- product_type - Use your own hierarchy to structure campaigns, set bids, and analyze performance
- Use both - They serve complementary purposes and using both gives you the best results
For more on product feed optimization, see our guides on Google product categories, taxonomy updates, custom labels for additional segmentation options, and our comprehensive Shopping optimization guide.