When it comes to Google Shopping feeds, some attributes look straightforward... until you dig a little deeper. Google Product Category and Product Type are the perfect examples. On the surface, they’re just ways to label your stuff, but underneath, they tell a bigger story about how Google reads your catalog—and how much influence you actually have.

In this two-part breakdown, we’re looking at why one of these is for the "bots" and the other is for your "bids."

Part 1: The Difference Between Category and Type

Google Product Category (GPC) = Google's Language

Back in the day, you had to pick a category from Google’s strict taxonomy. As of 2019, it’s optional. If you leave it blank, Google uses its "magic" (machine learning) to guess where your product fits.

So why would you ever manually override Google's guess?There are specific scenarios where you want to take the wheel:

• Vertical-Specific Requirements: Some categories (like Apparel) trigger extra required fields like size or age_group. If Google misclassifies your product, it might start demanding data you don't have.
• US Sales Tax: In the States, taxes differ wildly by category. If Google thinks your "Tactical Vest" is a "Uniform," the tax calculation could be off.
• Bidding Signals: Even though it's optional, giving Google the exact category helps the algorithm understand your product’s context faster.

Part 2: Product Type—Your Secret Strategic Lever

Product Type = Your Language

If GPC is for the bots, Product Type is for your campaign structure. This is a 100% customizable field where you mirror your website’s navigation (e.g., Cycling > Accessories > Phone Mounts).

Why Product Type wins for your strategy:

• Granular Bidding: You can't bid on "Google's Category" as effectively as you can on your own internal structure. It allows you to subdivide campaigns by what actually matters to your business.
• Intent Matching: Product type reflects natural buying audiences (e.g., off-road truck gear vs. cycling gear), allowing you to better match creative assets and audience signals inside PMax.
• Keyword Relevance: Think of product types as "keyword stuffing" that Google actually likes. It provides extra descriptive text that helps the algorithm match your products to long-tail searches.

The "Simprosys" Trap (and how to fix it)

A lot of my Shopify friends use the Simprosys app. It’s a great, affordable tool, but by default, it often pulls in single-word product types like "Cycling."

Kirk’s Recommendation:

1. Don't Settle for Single Words: If you have the time, build a custom 3-tier taxonomy. Google recommends at least three levels (General → Specific) to be most effective.
2. The "Everything Else" Safety Net: Whether you’re automating or hand-crafting, products will slip through. Always create an "Everything Else" ad group. If you see spend accruing there, it’s your signal that new SKUs haven't been sorted into your intentional structure yet.

The Bottom Line

Google Product Category is about compliance; Product Type is about performance. If you treat your product types seriously, you'll give Google more accurate signals and create smarter, more profitable campaign structures.

Watch the full deep dives here: * Google Shopping Product Types (Part 1)

• Structuring Product Types (Part 2)

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