Set Up a Smart Bidding Plan

Why product-level bidding beats campaign-level bidding

Google's built-in Smart Bidding is powerful at the campaign level — but it treats your entire catalog as a single entity. A high-margin, high-ROAS hero product and a low-margin clearance item end up bid at roughly the same rate, which wastes money on the clearance item and under-invests in the hero.

FeedGraph's Smart bidding operates at the individual product (SKU) level — identifying exactly which products deserve more spend and which deserve less, based on their actual contribution to revenue and profit.

Step 1: Connect Google Ads and Meta

If you haven't already, connect your Google Ads and Meta accounts in Integrations. FeedGraph pulls per-product impression, click, conversion, and revenue data and joins it directly to your catalog — no manual export or VLOOKUP required.

Step 2: Open Smart bidding

Go to Smart bidding. FeedGraph analyses your performance data and sorts your active products into four groups:

• ▸Push spend — Products exceeding your target ROAS. Spending more here should deliver more revenue at acceptable efficiency.
• ▸Hold steady — Products performing at or near target. Maintain current spend.
• ▸Ease off — Products below target ROAS but with potential — often fixable through better feed data before cutting spend.
• ▸Stop — Products significantly below target with no recovery signal. Reduce or pause spend.

Step 3: Review the groupings

Click into each group to see the specific products and the performance signals driving FeedGraph's recommendation. Check that the groupings make sense for your business — a seasonal product might look like "ease off" in the wrong time window.

Step 4: Choose a bidding policy

FeedGraph offers three preconfigured policies:

• ▸Aggressive: Push hard on high-ROAS products; accept lower overall ROAS for volume and market share.
• ▸Conservative: Only push products well above target; reduce everything below.
• ▸Cost-efficient: Balanced — push above-target products moderately, reduce only significantly underperforming SKUs.

Select the policy that matches your current business objective.

Step 5: Apply the plan

Apply the bidding changes directly from FeedGraph to your Google Ads and Meta accounts. FeedGraph translates the groupings into bid multipliers, campaign-level adjustments, or product-level bid overrides depending on your account structure.

Keeping the plan current

Re-run Smart bidding weekly or after significant catalog changes. Performance signals shift over time — a product that was in "ease off" three weeks ago may have moved to "push spend" as seasonal demand increased.