I hate the word granular. I spend half my life tweaking and fiddling with PPC campaigns across different platforms.
The word granular invariably means spending even more time setting up campaigns. The problem is, the only way to achieve, monitor and maintain success in PPC is by going granular. The same holds true for Google Product Listing Ads.
I first went granular with my bog standard AdWords search network text ads soon after starting out in PPC. I went granular with my Product Listing Ads at a much later stage however.
When I first setup Product Listing Ads (PLAs) I had to do so with the assistance of the official Google documentation and a few third party guides. It’s all a bit fiddly.
Most of these guides seemed to encourage large ad groups for one reason or another. Against my better judgement I just went along with it, wasting thousands of pounds in the process.