With the growth of mobile, Google decided to release some new tools for the holiday season due to the fact that every day is a shopping day with how easy it is. Products can now be grouped into 'product groups' to analyze the metrics of a product category as a whole. This leads to another feature that allows users to adjust bids of an entire product group. Another focus they have added tools for is a mobile bid simulator to show how adjustments to bids could affect impressions, clicks, etc. They also have a new columns tool to view individual product group and brand performance to set bids accordingly. These tools should make it easier and more timely to make adjustments to product ads.