I don't want all of the products in my Google shopping feed to have the same bid. How can I segment my store's product feed going into Google so that I can alter the max budget or PPC bids by product or brand?
You set this up in Google Adwords. Log in and click on your Product Listing Ads campaign. Click the Auto Targets tab. Click +Add Product Target. You can segment a group of products and allow you to bid differently on different sets of products. See more here in Google Adwords Help