{"id":20905,"date":"2018-07-31T12:23:00","date_gmt":"2018-07-31T12:23:00","guid":{"rendered":"https:\/\/www.arimetrics.com\/blog\/price-targeting-google-shopping-strategies"},"modified":"2026-05-14T07:47:36","modified_gmt":"2026-05-14T07:47:36","slug":"price-segmentation-google-shopping-strategies","status":"publish","type":"post","link":"https:\/\/www.arimetrics.com\/en\/blog\/price-segmentation-google-shopping-strategies","title":{"rendered":"Price Segmentation: Google Shopping Strategies"},"content":{"rendered":"\n<div class=\"geo-key-points\"><p><strong>Key points:<\/strong><\/p><ul><li>Define the objective before applying any tactic.<\/li><li>Validate data, search intent and the competitive context.<\/li><li>Connect execution with measurement, learning and continuous improvement.<\/li><\/ul><\/div>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Aspect<\/th><th>What to review<\/th><th>Useful indicator<\/th><\/tr><\/thead><tbody><tr><td>Price Segmentation: Google Shopping Strategies<\/td><td>Goal, audience and expected impact<\/td><td>Qualified traffic, leads or conversions<\/td><\/tr><tr><td>Execution<\/td><td>Channels, content and required resources<\/td><td>Implementation quality and consistency<\/td><\/tr><tr><td>Measurement<\/td><td>Available data and later learning<\/td><td>Trend, cost, conversion and return<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"geo-answer-block\"><p><strong>Quick answer:<\/strong> Price Segmentation: Google Shopping Strategies matters in digital marketing when it is connected to business goals, reliable measurement and a clear strategy. The priority is to understand its impact, apply it with judgment and link it to actions that improve visibility, acquisition and conversion.<\/p><\/div>\n\n\n\n<p>For SEO projects, Arimetrics has a specialized <a href=\"https:\/\/www.arimetrics.com\/en\/seo-agency-spain\">SEO team<\/a> focused on prioritizing actions with measurable impact.<\/p>\n\n\nIn this article we are going to see one of the multiple <strong>advanced segmentation strategies that can be carried out in Google Shopping.<\/strong> Many of the new users of Google Shopping believe that by not having to use keywords all they will have to do is upload their stock to Google Merchants and simply dedicate themselves to raising and lowering bids.\n\nThe reality is much more stubborn: <strong>Google Shopping campaigns are as complex or more complex than search or display campaigns,<\/strong>since Google Shopping is in itself a price comparator, which makes the price variable decisive in the price of the campaigns. Not only that, we must take into account the returns offered by each product, as well as the price range on which we are going to bid: we are not going to bid the same for a product of \u20ac 60 as for one of \u20ac 200.\n\nThat is why in Google Shopping, in addition to the usual segmentation strategies in Adwords, we have other powerful tools such as rules <strong>in data feeds,<\/strong>which we will discuss in this article, and supplementary feeds.\n<h2>Price segmentation in the data feed<\/h2>\nOne of the most interesting options offered by <strong>Google Merchant Center<\/strong> is the rules option, through which we can make modifications of the data of our store uploaded through the feed, without having to modify it.\n\nOne of the basic, and easiest to implement, targeting options is the <strong>price targeting rule.<\/strong>\n\nLet&#8217;s see below how to create such a rule. Knowing how it works will allow us, not only to create our first advanced segmentation of the data feed, but we will see the logic and operation of this useful and fundamental option if we want to carry out a Googler Shopping campaign with successful options.\n\nTo do this we will have to follow the following steps:\n<h3>Create the slicement rule<\/h3>\nThe first thing we will do once we enter Merchant Center will be to select the main feed, and in rules, generate a new rule with the &#8220;Create rule&#8221; button\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/merchant_google_shopping_precio_reglas.jpg\" alt=\"slicement rule\" width=\"800\" height=\"361\">\n<h3>Selecting the custom label<\/h3>\nTo establish the segmentation criterion that we are going to use, we will select the attribute that we want to create. We have a large number of attributes that we can choose, among them we can see:\n<ul>\n \t<li>Basic product information<\/li>\n \t<li>Price and availability<\/li>\n \t<li>Product category<\/li>\n \t<li>Product identifiers<\/li>\n \t<li>Detailed product description<\/li>\n \t<li>Shopping campaigns and other settings<\/li>\n \t<li>Destinations<\/li>\n \t<li>Shipment<\/li>\n \t<li>Display ad<\/li>\n<\/ul>\n&#8230; and within each of these options you will see a drop-down with multiple options.\n\nIn this case we will select <em>All attributes &#8211; &gt; custom tag 0.<\/em>\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/merchant_google_shopping_etiqueta_personalizada.jpg\" alt=\"custom merchant tag\" width=\"800\" height=\"508\">\n<h3>Selection of the price variable<\/h3>\nWithin the custom label, we see many variables that we could choose, such as:\n<ul>\n \t<li>Package height<\/li>\n \t<li>Package width<\/li>\n \t<li>Colour<\/li>\n \t<li>Description<\/li>\n \t<li>Design<\/li>\n \t<li>State<\/li>\n \t<li>Identifier exists<\/li>\n \t<li>Gtin<\/li>\n \t<li>Brand<\/li>\n \t<li>Size<\/li>\n \t<li>Price<\/li>\n<\/ul>\n&#8230;\n\nWe in this case are going to select the <strong>price<\/strong>variable, which is the one we are going to use in segmentation.\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/merchant_center_etiqueta_personalizada_precios.png\" alt=\"custom label merchant prices\" width=\"800\" height=\"529\">\n<h3>Creating price ranges<\/h3>\nThen we will establish the first condition, which in this case will be for products with the price range from 0 to 100 \u20ac.\n\nTo do this, we will click on the text &#8220;Add origin&#8221;, and in the conditions we will select the segmentation criterion and enter the values: in this case <em>&#8220;price is less than 100&#8221;<\/em>\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/regla_precios_merchant_center_1.png\" alt=\"merchant prices rule\" width=\"800\" height=\"402\">\n\nThen we will select &#8220;Add source&#8221; and create a new condition. We will set the first interval: <em>&#8220;price is within the range 100 &#8211; 500&#8221;<\/em>\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/regla_precios_merchant_center_2.png\" alt=\"\" width=\"800\" height=\"382\">\n\nWe will have to follow these steps to create as many price ranges as we need. For example: a new range of \u20ac 500.01 to \u20ac 1,500 and another for prices greater than \u20ac 1,500\n<h3>Segmenting campaigns by prices in Google Shopping<\/h3>\nOnce we have all the segments created and applied in Mechant center, it is time to go to Google Shopping and segment our campaign by the personalized etiquieta in which we have the price ranges.\n\nTo do this we will go to the group of products that we want to segment and apply the following segmentation:\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/segmentar_etiqueta_personalizada.png\" alt=\"segment tag\" width=\"800\" height=\"353\">\n<h2><\/h2>\n<h2>Result<\/h2>\nAfter making all these changes, we will simply have to apply them (we even have the option to test the changes) and process the feed. Once the changes have been processed (it could take up to a couple of hours), we can segment in our Shopping campaigns through the personalized tag that we have configured, obtaining a result such as the following:\n\n<img decoding=\"async\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2020\/01\/grupo_productos_por_precio.png\" alt=\"merchant products group\" width=\"350\" height=\"289\">\n\nThe next step will be to set the maximum CPCs for each range, where we will bid from less to more, depending on the price of the products.\n\nIn short, we have done at one point one of the many possible segmentations that can be done through the Merchant Center rules system. If you&#8217;re already managing your campaigns, this is probably one of the ones you should use&#8230; and if you don&#8217;t have time to implement advanced strategies, you can always entrust your campaigns to a <a href=\"https:\/\/www.arimetrics.com\/en\/google-shopping-agency\">Google Shopping specialist.<\/a>\n\n\n<p>It may also be useful to review this related article: <a href=\"https:\/\/www.arimetrics.com\/en\/blog\/what-is-seo\">what is seo<\/a>, to place connected concepts within a broader digital strategy.<\/p>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"BlogPosting\",\n      \"@id\": \"https:\/\/www.arimetrics.com\/en\/blog\/price-segmentation-google-shopping-strategies#blogposting\",\n      \"mainEntityOfPage\": {\n        \"@type\": \"WebPage\",\n        \"@id\": \"https:\/\/www.arimetrics.com\/en\/blog\/price-segmentation-google-shopping-strategies\"\n      },\n      \"headline\": \"Price Segmentation: Google Shopping Strategies\",\n      \"description\": \"In this article we are going to see one of the multiple advanced segmentation strategies that can be carried out in Google Shopping. Many of the new users of Google Shopping believ\",\n      \"inLanguage\": \"en-US\",\n      \"publisher\": {\n        \"@type\": \"Organization\",\n        \"name\": \"Arimetrics\",\n        \"url\": \"https:\/\/www.arimetrics.com\"\n      }\n    }\n  ]\n}\n<\/script>\n\n\n\n<div class=\"geo-faq-block\">\n  <h3 class=\"geo-faq-title\">Frequently asked questions<\/h3>\n  <details class=\"geo-faq-item\">\n    <summary>What is price segmentation in Google Shopping?<\/summary>\n    <p>Price segmentation in Google Shopping organizes campaigns or groups by price ranges, margin or competitiveness to adjust bids, budget and messaging according to the real value of each product.<\/p>\n  <\/details>\n  <details class=\"geo-faq-item\">\n    <summary>Why segment Shopping campaigns by price?<\/summary>\n    <p>It helps control profitability, prioritize products with margin, avoid overspending on less competitive items and adapt bids to different levels of intent and conversion value.<\/p>\n  <\/details>\n  <details class=\"geo-faq-item\">\n    <summary>How do you create a price strategy in Google Shopping?<\/summary>\n    <p>Analyze catalog, margins, competitor prices, search volume, conversion and ROAS. Then structure campaigns by ranges and review results periodically.<\/p>\n  <\/details>\n  <details class=\"geo-faq-item\">\n    <summary>What mistakes should be avoided in Google Shopping price strategies?<\/summary>\n    <p>Avoid mixing products with very different margins, failing to update feeds, ignoring price competitiveness, optimizing only for sales and not reviewing terms, categories or profitability by product.<\/p>\n  <\/details>\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"@id\": \"https:\/\/www.arimetrics.com\/en\/blog\/price-segmentation-google-shopping-strategies\/#faq\",\n  \"inLanguage\": \"en-US\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is price segmentation in Google Shopping?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Price segmentation in Google Shopping organizes campaigns or groups by price ranges, margin or competitiveness to adjust bids, budget and messaging according to the real value of each product.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Why segment Shopping campaigns by price?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"It helps control profitability, prioritize products with margin, avoid overspending on less competitive items and adapt bids to different levels of intent and conversion value.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How do you create a price strategy in Google Shopping?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Analyze catalog, margins, competitor prices, search volume, conversion and ROAS. Then structure campaigns by ranges and review results periodically.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What mistakes should be avoided in Google Shopping price strategies?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Avoid mixing products with very different margins, failing to update feeds, ignoring price competitiveness, optimizing only for sales and not reviewing terms, categories or profitability by product.\"\n      }\n    }\n  ]\n}\n<\/script>\n\n","protected":false},"excerpt":{"rendered":"<p>Key points: Define the objective before applying any tactic. Validate data, search intent and the competitive context. Connect execution with measurement, learning and continuous improvement. Aspect What to review Useful indicator Price Segmentation: Google Shopping Strategies Goal, audience and expected impact Qualified traffic, leads or conversions Execution Channels, content and required resources Implementation quality and [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":24061,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1219],"tags":[],"class_list":["post-20905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media-2"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/posts\/20905","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/comments?post=20905"}],"version-history":[{"count":2,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/posts\/20905\/revisions"}],"predecessor-version":[{"id":71417,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/posts\/20905\/revisions\/71417"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media\/24061"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=20905"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/categories?post=20905"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/tags?post=20905"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}