Standard GMV Max Campaign Structure: Best-Selling SKUs Should Not Be Grouped with Long-Tail Items

A product can only belong to exactly 1 GMV Max campaign. If you group your best-selling SKU (Hero SKU) in the same campaign with slow-selling items, the system will allocate the budget suboptimally for both groups. The correct structure divides them into 3 groups, based on the last 30 days (L30D) of data.

SKU Grouping Table According to Official Recommendations

SKU Group	Criteria (L30D)	Number of SKUs / campaign
Hero SKU	> 30 orders/day	1 SKU / 1 separate campaign
Growing SKU	≤ 30 orders/day	3-5 SKUs / campaign
Long-tail	New or slow-selling products	15-20+ SKUs / campaign

Why They Must Be Separated

Hero SKUs already have strong conversion data, deserving their own target ROI and optimized budget to scale up without being “diluted” by weaker SKUs in the same campaign. Conversely, long-tail items need a large number of SKUs so the system has enough learning data and avoids dispersing the budget too thinly across individual products.

Operational Notes When Creating Campaigns Under This Structure

• If you create a GMV Max campaign for all products, all VSAs/PSAs will be automatically disabled across all ad accounts.
• If you create it for specific products, VSAs/PSAs related to those products will also be disabled.
• Products in an active campaign cannot be edited — you must deactivate the old campaign and create a new one if you want to change the structure.
• It is recommended to always run at least 3-5 parallel campaigns; each campaign should be maintained for at least 2 weeks, or at least 3-5 days if it cannot be run longer.

Frequently Asked Questions

Can I start by promoting all products and then separate them later?
Yes. The official recommendation is to start by promoting all products, then if a SKU receives more traffic and generates more orders, exclude it and create a separate campaign to scale up.

What should be done immediately when a SKU becomes a Hero SKU?
Separate it from the old group campaign, create a separate 1 SKU/1 campaign, and set the target ROI and budget according to the specific recommendations for that SKU.

Sources

Official GMV Max guide (updated to July 2026).