Are only some of your SKUs getting impressions in your Google shopping campaign? Learn a few ways you can make sure all your SKUs are getting visibility in your shopping campaigns.

One of the biggest issues all brands face whether they have 40 SKUs or 200,000 SKUs, is that not all their SKUs are getting impressions. You look into a shopping campaign and see that only a handful of SKUs are getting a lion share of the impressions, clicks and ad send.

This is what is known as the Invisible SKU Phenomenon.

This happens across both smart and standard shopping campaigns. Even if you are using manual or smart bidding strategies… this issue won’t go away. This phenomenon isn’t something that only happens to shopping campaigns.

You see that happen in search campaigns that either have too many keywords in one ad group or tons of ad groups within a campaign. When you over index a campaign, the head terms or top keywords that get searched a lot… get the majority of the ad spend. Now this isn’t always a bad thing because usually a small number of keywords will make up a large portion of where you conversions go.

However, the phenomenon becomes a problem when you are trying to scale your brand and business. You don’t want to limit when your brand shows up in SERP and you don’t want to limit your chances at winning an auction and converting customers. 

A good example is Our Place, which sells two pans. You don’t want to only take up 1 spot in SERP for your shopping ads. You want to make sure both your pans always come up.

An even better example is winter bike tires. As an ecommerce store selling multiple bike brands and each brand has a few different winter tires. You want to make sure you take over as much of SERP for the different brands and products/SKUs you sell for each brand.

How do you achieve this? There are 3 ways you can make sure the invisible SKU phenomenon doesn’t affect your brand and limit your exposure across SERP.

All In On Smart Shopping

If your brand loves to only run smart shopping and doesn’t want to touch standard shopping. The easiest way to make sure all your SKUs get traction is to divide your SKUs by top sellers vs everything else. You put everything else in its own campaign and keep your top sellers in the original campaign.

This works great because you are making sure you don’t have multiple SKUs across your campaigns and you are making sure Google optimizing your best selling SKUs in their own container sks your shopping campaign. Plus when you increase ad spend for this campaign you know it’s only going to your top selling SKUs.

Mix Smart & Standard Shopping

Similar strategy as above but you use a standard shopping campaign vs a smart campaign. The reason for this is you want to have a bit more control over your SKUs and how they are showing up in SERP based on bids. This works better than option 1 above because if these SKUs don’t get consistent sales each week, it could be harder for Google to optimize your campaign without the data needed to do the job.

You could even go a step further by having two or three standard shopping campaigns. You might have accessories in one campaign and your other products in another a la Our Place example above. Basically breaking out SKUs by product category within your campaigns based on non-top selling SKUs.

Catch All Campaign

This option breaks out your campaigns by smart shopping first. You follow the path of opinion 1 and heavily focus on smart shopping by breaking out SKUs by top sellers and everything else. Then you add in a low bid standard shopping campaign that would try to pick searches that your smart shopping campaigns would miss with your shopping ads.


Those are your 3 best ways to get around the invisible SKU phenomenon. This issue will come a lot more when brands go all in on smart shopping but don’t do any SKU optimization around their products. Google’s goal is to spend as much money as possible and that will be on your selling top SKUs even if it means you don’t get as much visibility on your non-top selling SKUs.