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Listing group

A listing group is a node in a Performance Max asset group's product tree that includes or excludes products by a feed attribute, such as brand or category.

How it works

Each asset group in a retail Performance Max campaign has its own product tree. It starts from a single node that holds all products. You subdivide it by brand, category, condition, product type, custom label, item ID or channel, and mark each leaf as included or excluded.

Every subdivision must be complete: next to the values you name, there is always a node for everything else (“Other” in the Google Ads API). Our guide to listing groups in Performance Max covers which attribute to split by.

Where you see it

Google Ads shows the tree inside each Performance Max asset group, starting from “All products”, and as product groups in each Standard Shopping ad group.

Example

Example store, not client data.

The tableware shop has 3,000 products and one asset group. It subdivides “All products” by product type: plates (900) and glasses (600) are included; everything else (1,500) is excluded. This asset group can show 1,500 products. The other 1,500 reach the ads only if another asset group or campaign includes them.

How GetProfit reads it

The portal’s campaign structure rules treat a product with 50 or more clicks and no conversions over 360 days as a candidate for exclusion from all campaigns. In Performance Max, one way to carry it out is an excluded node in the listing groups of every asset group that includes the product.

Not to be confused with

  • Asset group — the container: assets, audience signals and one listing group tree. The listing group decides which products the asset group can show.
  • Custom label — a field you fill in the feed. A listing group is the campaign-side split that reads it.

Right and wrong readings

  • Wrong: “I excluded the product in one asset group, so it is out of the ads.” Right: trees are set per asset group, so the product stays eligible wherever another tree includes it, often through an everything-else node.
  • Wrong: “The everything-else node is empty.” Right: it holds every product that matches none of the values you named, including products added to the feed later. In the example it holds 1,500 of 3,000.

Sources

  • Listing Groups for Retail — definition, per-asset-group trees, “All Products” root, “Other” node, dimensions, exclusions. Checked 2 October 2026.
  • Create a Shopping campaign — the product partition tree in Standard Shopping. Checked 2 October 2026.