Smart Shopping Campaigns

Google has come up with a number of automated solutions in recent years. If you previously wanted to manage your Shopping campaigns, you couldn’t avoid the time-consuming and demanding prioritization of campaigns, product groups, bids, or keywords. Thanks to Smart Shopping campaigns, you will no longer need to do any of this.

What are Smart Shopping Campaigns?

Smart Shopping uses machine learning to optimize campaigns over time and performance. Where and when your ads appear is 100% automated. It has no goals, audiences, or placements – the system knows when to display products in the right place at the right time. It also decides on the target audience.

Smart Shopping is a combination of Google Shopping ads and image ads that cover the entire Google content network – third-party websites, YouTube and Gmail. These image ads are primarily used as remarketing ads.

What is the difference between Smart Shopping and Shopping campaigns?

  • Automation and data.

The real differences between them are almost exclusively automation and data. Here is a brief overview of the most important pros and cons of Smart Shopping Ads and Google Shopping Ads. It should help you decide if Smart Shopping is for you.

smart_shopping_campaigns

How do Smart Shopping campaigns work?

Smart Shopping creates ads using a feed sent through Google Merchant Center. Their goal is to maximize revenue or achieve the advertiser’s target return on spend.

The process by which Google decides when and where your ads will appear is, as mentioned above, 100% automated using an algorithm. The correct time, place, and products to display are based on the viewer’s conversion probability.

Smart Shopping campaigns rely on remarketing audiences made up of people who have ever visited your site. If you want your campaign to be active and successful, you must constantly add new people to your remarketing audience.

Smart Shopping campaigns

Best practices for Smart Shopping campaigns

Here are some best practices to keep in mind when setting up / maintaining Smart Shopping campaigns:
  • If you decide to start small and target a specific product group instead of your entire catalog, it’s a good idea to keep other product groups running in your existing Shopping campaigns and view remarketing.
  • Since the conversion rate is maximized within 15 days, this period is used to compare performance with old campaigns.
  • If you’d like to increase your conversion volume, consider lowering your target advertising spend.
  • As with Shopping campaigns, you can optimize the titles, descriptions, and images in your feed in Smart Shopping campaigns according to their relevance, and work according to Google’s requirements.

Smart Shopping campaigns may not be the best choice if:

  • ads are for new customers
  • you are doing remarketing or trying to capture new buyers
  • collecting search term data is important to you
  • you have terms you don’t want to advertise on (negative keywords)
  • you want to be in control of who you advertise your product with

Google is giving advertisers more and more access to machine learning – which doesn’t necessarily mean better results, but it can help us spend less time managing our account and more likely better results.

About the Author:

Silvia Sýkorová
Account Manager and Content Creator at BlueWinston. I take an interest in online marketing, design, SEO and websites.