How could you increase the number of conversions your Shopping campaign receives for about the same total cost?
Correct Answer
C) Increase bids for product groups with low cost per conversion, and decrease bids for product groups with a high cost per conversion
Key takeaways
Bid up product groups with a low cost per conversion.
Bid down the expensive ones to fund it, keeping total cost flat.
Granular product groups are what make this reallocation possible.
Why is this the correct answer?
Holding total cost steady while increasing conversions means moving money from where it works poorly to where it works well. Product groups with a low cost per conversion are the efficient ones, so bidding those up buys more of the cheap conversions, while bidding down the expensive groups frees the budget to pay for it. The net spend is roughly unchanged; the mix of what it buys improves.
Why are the other options wrong?
A) Increase your campaign priority
Campaign priority decides which of your campaigns bids for a shared product. It does not shift budget towards efficient products.
B) Decrease bids for product groups with a low cost per conversion, and increase bids for product groups with a high cost per conversion
This is the reverse of what you want: it spends more on the expensive groups and less on the efficient ones.
D) Remove product group subdivisions and bid on broader groups of products
Removing subdivisions takes away the control that makes this possible, returning you to one bid for everything.
Frequently asked questions about this topic
How much conversion data do I need before reallocating?
Enough that the difference is not noise. A product group with two conversions tells you very little; judging on a handful of conversions leads to chasing randomness. Where volume is thin, group products together so each unit accumulates meaningful data.
Topics in this question
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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