What is it?
The Manage Shopping Bids tool makes setting the correct CPC bid for your shopping ads a quick and easy process. It allows you to filter product groups based on performance and lets you increase or decrease bids in bulk. You can use one of the preset filters/strategies or create your own using Custom Filters. By default, the system shows product groups that have a ROAS (return on ad spend) > 100%.
Why should you use it?
You get all the biddable items for your entire account on a single page.
You can filter product groups to see just ROAS positive, ROAS negative, or you can apply a custom filter using your own criteria like clicks, cost, impressions, etc.
You can change bids in bulk for all the items that meet your filter criteria, for example, lower all bids 10% for ROAS negative items with at least ten clicks in the past 30 days.
You can upload any new bid changes directly to Google Ads through the same interface, and with just one click.
Settings
Select Parameters
Last 7 days changes: This is a fail-safe that prevents you from changing the bid for the same product groups every day. The system automatically hides product groups for which bid changes have been made in the last seven days through the Shopping Bidder.
Advanced Settings: Sometimes, individual product groups don't have enough data. This feature enables you to aggregate data to make bid decisions. You can read more about how it works here.
Changing Bids
When making bid modifications, you can choose to do so manually (M on the screenshot below) or use any of the automatic choices from the "Set Bids" option (A on the screenshot below).
Set to: Set up the bid by a fixed amount of money (the currency will depend on your Google Ads currency).
Increase by: Increase the bid by a percentage or by an amount of money.
Decrease by: reduce the bid by a percentage or by an amount of money.
Once you've updated your bid selection, the New CPC column will automatically show the new bids.
After you finish making changes, you can click the "Apply Changes" button, and the bids will be updated in your Google Ads account.
Reminder on Ad Group Names
Please note that if the ad groups have a tab in their name (for example "name|name"), the tool will return an error. To avoid this, make sure you check and modify (if necessary) any ad groups with tabs in their names.
Roll Up Feature
In shopping campaigns that are split at a very granular level, like product id, each product group may not have enough data to make a bidding decision, making it difficult to optimize these product groups.
In such cases, the roll-up feature in the Manage Shopping Bids aggregates data for product groups to make it easier to set bids.
How does it work?
The first step is to select the metric by which you want to roll up data, and the second step is to set the threshold for that metric.
Select the metric by which you want to group or aggregate data.
Set the threshold for that metric.
Click Update.
Understanding the results
The tool will roll up product groups to the lowest level that meets the data threshold selected. For example, if you choose clicks as the metric and the threshold is set to 500, the tool will show all product groups that have at least 500 clicks. Product groups that don't have 500 clicks will be rolled up to the lowest level at which the threshold is met.
Product groups are rolled up and arranged together at the lowest level. The number of product groups in the group is shown in brackets (n) next to the name.
Sometimes there are a lot of product groups in a single group, but the range for max CPC is broad. In this case, the tool further breaks it down into subgroups that have a smaller max CPC range. This helps to set bids at a more granular level. You can click on the rolled-up product group to see subgroups.
The max CPC shows the range (min-max) for all product groups under the roll-up. If the new CPC requires the bid to be increased by a percentage, this is applied to the max number in the range.
How are bids changed?
Only bids for the selected product groups are updated in the tool. When you click 'Apply Changes' and approve changes, the bids for these product groups are updated in Google Ads.
Why can't I see product groups that are part of the roll-up group?
The purpose of the roll-up feature is to aggregate data, and the decision is based on data. If you would like to see each product group before changing the bid, set the roll-up setting to none.
Use Cases
Improve ROAS for Underperforming Product Groups
Problem: You notice that several product groups are spending budget but not generating enough revenue, resulting in poor ROAS.
Solution: You can use preset filters to quickly identify ROAS negative product groups and apply a bulk bid decrease (e.g., reduce bids by 10% for items with high spend and low returns). This allows you to control wasted spend without reviewing each product group individually.
Apply Custom Performance-Based Bidding Rules
Problem: You want to adjust bids based on multiple performance signals (e.g., clicks, cost, impressions), but standard filters do not meet your specific strategy requirements.
Solution: You can create Custom Filters to define your own criteria, such as decreasing bids for product groups with high clicks but no conversions, or increasing bids for products with strong CTR and conversions.
Save Time with Bulk Bid Updates
Problem: Managing bids across multiple campaigns and product groups manually is tedious and prone to errors, especially when working at scale.
Solution: You can view all biddable product groups in one place, apply bulk bid changes based on filters, and upload updates directly to Google Ads with a single click.