Shopping Attribute Bidder - User Guide

Aggregate data across a shopping campaign to make bid changes

What is the Shopping Attribute Bidder?

This tool provides a more flexible way to manage shopping bids. It lets you aggregate data using attributes from the product feed and is not limited by the structure you have in the shopping campaign. For example, you can aggregate data by color, size, price, group ids and more.

Even if you haven’t used an attribute as part of your product group structure, you can still see how it impacts ad performance. If you’re using groups of individual products (GrIP structure), you can even turn the insight into an intelligent optimization by letting Optmyzr find all the product groups whose bids need to be changed because they contain products that have the desirable attributes. Learn more.

How to use it?

  1. Select the shopping campaign you want to modify bids for
  2. Re sync your merchant feed to Optmyzr if the feed was not synced recently
  3. Select the attributes you want to aggregate data by
  4. Select Optimization Strategy
    Show All - All active product groups irrespective of performance
    ROAS < 100% - All product groups with less than 100% return on ad spend (ROAS)
    ROAS > 100% - All product groups with more than 100% return on ad spend (ROAS)
    Custom Strategy - Create your own custom filters and save them as optimization strategies
  5. Review performance data aggregated by attributes like color, age, gender etc.
  6. Set bids for selected product groups. You can also change the attributes selected for aggregating data
  7. Upload bid changes for product groups with AdWords


Selecting Biddable Product Groups

There are two ways to use the Shopping Attribute Bidder - as an analysis tool and as a bid optimization. 

Biddable Products: By default, the Shopping Attribute Bidder only shows product groups for which bids can be changed. These are products that have their own product group. The lowest level at which a bid can be set.

All Products: This setting shows aggregate data for all products irrespective of whether they are broken out into product groups or not. They should have received at least one impression to feature in the list. Also, this does not include data from Everything Else nodes.

Requirement for using the Shopping Attribute Bidder

One item per product group or ad group
To use the Shopping Attribute Bidder, the shopping campaign needs to have a structure where each item id has its own product group or ad group. This is the lowest level at which the feed can be split and enables us to aggregate data ay any level. You can use the Shopping Campaign Builder to create one product group or one ad group per item id. It takes less than five minutes :-)

Connect feed to Optmyzr
You need to link the product feed associated with your shopping campaign to Optmyzr.

Use cases for using the Shopping Attribute Bidder

  • Aggregate and review data for attributes that can not be used to create product groups in AdWords. For example, you can view performance by item group id, color, sale price and more.
  • Change bids for product groups that advertise the same product but with different attributes like size and color.
  • Don't worry about restructuring shopping campaigns based on performance because this optimization aggregates data and enables you to achieve the same results.

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