How To Set Up Smart Shopping Campaign

Introduction: Google Ads Smart Shopping

New to PPC, or however picking upward the more advanced areas of the aqueduct? Read on below for our primer on Google Ads Smart Shopping campaigns.

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What are Smart Shopping campaigns?

Smart Shopping is Google Shopping campaign type, which, as the name might suggest, automates the process of setting upward and optimising a shopping entrada. Previously, advertisers had to manually segment product groups in order to bid differently across product categories. For example, a menswear retailer, who wanted to bid college for high-margin items like suits, would need to split up this category out into a new product group, then use a higher bid, manually.

With Smart Shopping, machine-learning is used to non only reduce the amount of hours needed to construction campaigns, but also optimise them post-launch. Advertisers need merely enter their campaign objective, which may exist a Return on Ad Spend target, in addition to their budget Smart Shopping takes care of the rest with automated behest and advertising placements.

Unlike regular shopping campaigns, Smart Shopping campaigns have a universal focus, and can serve across search, display, gmail. and even YouTube.

How does it work?

Their are a couple of pre-requisites when setting upward a Smart Shopping campaign, to go on in mind.

First, yous'll need to set conversion tracking, so Google's bidding algorithm tin can understand which products are converting and which are not.

You'll also need to add a global site tag to your website and have a remarketing list of at least 100 active users associated with your account. This will allow your ads to be used for dynamic remarketing, which lets you personalise ads for people who have visited your website before.

Smart Shopping campaigns combine a number of Google retail products, including shopping ads, Local Inventory ads, and display ads (including dynamic remarketing).

To get started, simply choose Shopping every bit a campaign type from the campaign cosmos screen, and so connect your Merchant Centre. The last pace is to select 'Smart Shopping entrada' from the subtype choice.

The next step is to select which products you lot want to include in your product groups. A product group is simply a way to organise your Shopping campaign into specific groupings based on attributes such every bit Make, Category, Production Blazon, or a Custom Characterization such as 'high-margin' or 'bestsellers'. Within standard Google Shopping campaigns, this was a key lever, as it allowed you to bid differently based on a product groupings value or performance (similar to how keywords office in regular Google Ads campaigns). However, with Smart Shopping, the bidding is automated, then we'd recommend keeping to the default 'All Products', unless you desire to break out reporting beyond certain categories, or don't want to include certain products within your campaign.

How to use it?

Smart Shopping works alongside the Maximise Conversions bid strategy. With this, y'all tin besides set a target Return on Ad Spend target, which should initially be in line with your historical performance.

It'southward as well important to note that Smart Shopping campaigns takes priority over standard Shopping and display remarketing campaigns in the same account. If yous've got two campaigns containing the same thing, then the Smart Shopping campaign will take priority.

What kind of uplift can I look?

The below indicates a client use case for Smart Shopping, with transactions increasing by 427% within a vi month period. Efficiency also improved in one case campaigns were transitioned from standard Shopping to Smart Shopping, with CPA falling from £8.09 to a peak low of £four.23.

Taking it to the Adjacent Level

So now you know the nuts, how can you brand sure that your brand is making the nigh of the opportunity? Read on for our five smart bidding best practices to help take your Google Shopping ads to the next level.

Rule 1: Make certain your feed is up to scratch

Make sure your data feed is up-to-date, and that all images and prices in particular are correct. You tin can encounter the health of your product data feed by logging into Google Merchant Center.

Google is actually quite helpful in notifying you of any problems and volition provide you with a breakdown of optimisations that need to exist made. While products are 'disapproved' they won't serve for search queries, so it's imperative that you go along an heart on your information feed and set up any problems promptly.

Rule 2: Make sure you accept conversion-tracking enabled

Before you gear up upwardly a Smart Shopping campaign, you'll demand to set up conversion tracking with transaction-specific values. By doing so, you enable the behest algorithm to acquire which clicks are likely to pb to revenue, providing the framework for the Target ROAS bid strategy which is utilised past default within Smart Shopping campaigns. You demand an agile, verified conversion tracking tag to prepare a Smart Shopping entrada.

You'll besides demand to add together a global site tag implemented on your website and have a remarketing list of at least 100 active users associated with your account. This will allow your ads to be used for dynamic remarketing, which lets you personalise ads for people who've visited your website previously, and have viewed viewed specific products. If you use Google Analytics, you can link to your Google Analytics account and set up tags there instead of using the global site tag.

Rule three: Apply multiple Smart Shopping campaigns

You can multiple Smart Shopping campaigns. In guild to maximise performance, you lot can create specific campaigns for different product categories, where target ROAS may vary. For case, a menswear retailer may run across higher historical ROAS operation beyond a high-margin category such as suits, and therefore decide to split this out into its own campaign, with a higher ROAS target than the existing Smart Shopping campaign.

You might also have certain products that are seasonal, and want to prioritise these appropriately. Go ahead and put these products in a new Smart Shopping campaign, still exist mindful that you want to aim for at least 100 transactions per month in each campaign to run across the true do good of Smart Shopping.

Let'southward as well say that you accept some products which are more profitable than others. This is some other scenario where y'all might want to opt for more than one entrada, and then that you tin aim for a higher rate of spend across these products. Use Custom Labels to commencement label your high margin products in your product data feed, and so create a new Smart Shopping campaign that targets just those products. Some other thing to keep in mind for college margin products is to set a lower return on advertizement spend target. By doing so, you lot're substantially telling Google that you desire to achieve more than people with your ads, and drive more traffic to these products equally a result.

Whichever choice you lot go for, you lot should review your Smart Shopping campaign strategy periodically, or as your business organization goals change, or as your production catalogue develops.