Muhammad wants to promote hats and shirts from the same brand, and decides to subdivide his “All products” product group. He first uses the attribute brand to select products for the brand and then uses the attribute category to create separate product groups for hats and shirts. His next step is to:
use the Bid Simulator, but only for “Everything else in ‘All products’”
check his conversion window settings and see if new product groups create changes
set bids for his new product groups to align with his sales strategy
check the benchmark cost-per-click (CPC) of his hats and shirts to inform his bid strategy
Your campaign structure is the foundation for driving your objectives. Think about what you want to accomplish across your different product areas and how you can organize your entire product inventory to align with these varied goals.
Create relational ad/product group divisions in a tiered, broad-to-narrow structure. This approach will Align bid management to your objectives. It gives your bidding system more ad/product group data to inform bid optimizations.
Read more here: https://support.google.com/adwords/answer/6167176