Smart Shopping campaigns: Automate advertising

Google Ads in Shopping is a great way to bring your products as close to potential customers as possible. Because of their broader presence and powerful reports, they represent a huge potential for your business that would be a shame not to take advantage of. There are two types of these ads. We’ve prepared a brief overview of how each type of ad in Shopping looks like, and why we recommend one of them more than the other.

Classic Shopping ads alias Shopping campaigns

Shopping Ads are a type of partly automated advertising for your products, which are then displayed on Google Search. These ads display as an icon containing an image, product name, and cost. After clicking on it, the user gets to the page of your e-shop with the product.

These ads don’t use keywords but product names. They are based on product data you upload to the Google Merchant Center. This must of course be linked to your Google Ads account.

The advantage of classic Shopping Ads is that they allow you to control manual settings, such as targeting. However, this is undoubtedly time-consuming. That is why more and more people are turning to Smart Shopping campaigns.

Smart Shopping Campaigns

Smart Shopping Campaigns work on a similar basis to classic ones. However, they have several advantages. They give you relief of tasks such as setting priorities or strategies. Creation and placement of ads is an automatic process based on data from previous conversions to maximize the others. The strategy will adjust based on the goal you set – maximum conversions.

Keep in mind that you need to have SSL certificate (https://) on your e-shops, websites to run Merchant Account and Shopping Ads.

Use of dynamic remarketing

In addition, this type of ads includes a dynamic remarketing option including products that have the most conversions. It is required to add a global site tag to your site and have a remarketing list with at least 100 active users. If you use Google Analytics, instead of a global site tag, you can use the tag settings there.

Get closer to potential customers in multiple locations

Unlike classic Shopping ads, Smart Shopping campaigns display across different networks – YouTube, Gmail, or the Google Content Network. So you get your products even closer to your potential customers!

Given that Google’s smart shopping ads work on machine learning, they need time to collect enough data for optimization. Therefore, let them take some time to adapt to the environment.

If you’re just getting started with Smart Shopping in Shopping, read in one of our older blogs about the best practice blogs to set up Smart Shopping Campaigns.

Automate product advertising via Smart Shopping ads

The transition to automation is nowadays essential and crucial. At the Google Marketing Live 2019 conference, it has been repeatedly emphasized that e-shops that will not automate their advertising as much as possible can quickly cease to exist within a few years. Up to 30% of online agencies are expected to disappear if they do not switch to automation and make their processes more effective.

By using Smart Ads in Shopping, you will automate at least one part of your processes, which really pays off for your business.


About the Author:

Simona Pavelkova
Account Manager and aspiring PPC specialist at BlueWinston. I like to learn about newest information about ecommerce business and Google Ads.