Why is it a best practice to set a bid for the “everything else in all products” product group?
Correct Answer
C) To include items not part of other product groups in your campaign
Key takeaways
Everything else catches products not matched by your subdivisions.
With no bid set, those products do not serve at all.
New stock usually lands there first, so an unbid group hides new items.
Why is this the correct answer?
Every time you subdivide a product group, Google creates an everything else group to hold the items that did not match any of your subdivisions. If that group has no bid, those products simply do not serve — and since new stock arriving in the feed usually lands there, an unbid everything else group quietly excludes your newest items. Setting a bid on it is what keeps the long tail of your catalogue live.
Why are the other options wrong?
A) To make it easier to target a location for certain products
Location targeting is a campaign setting and is unrelated to product group structure.
B) To be able to have one products group for mobile devices
Mobile bidding is handled through device bid adjustments, not by a dedicated product group.
D) To control the websites on which your Product Listing Ads appear
Shopping ads appear on Google surfaces and partners, and placement is not controlled through product groups.
Frequently asked questions about this topic
Should I ever exclude the everything else group?
Only when you deliberately want a campaign restricted to a named set of products, for example in a tiered structure where another campaign handles the remainder. Excluding it by accident is one of the most common reasons new products never get impressions.
Official documentation: https://support.google.com/merchants/answer/2660968?hl=en
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
Exam guide and all 407 Google Ads Shopping questions →Related Google Ads Shopping questions
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