Google Smart Shopping has taken Google Shopping to the next level. Google Shopping is a comparison shopping engine that provides retailers with an opportunity to advertise their products interestingly. While this standard shopping campaign involves the tedious work of setting priorities, smart shopping takes these laborious tasks off your shoulders. With this advanced technique of Google Shopping, the system will automatically show the right products to the right people at the right time.
What Is Google Shopping?
Google Shopping is a shopping engine that allows retailers to showcase or advertise their products to researchers impressively and appealingly. This further means that if someone is searching for the products you sell, Google will automatically show the relevant ads related to your product and your competitors' ads. Once the user clicks on your relevant ad, Google will automatically take to the right product. Mostly all shopping ads comprise images, product title, price, name of the retailer, and more.
What are Smart Shopping Campaigns?
Smart Shopping is all about machine learning, and it's purely automated. The standard shopping campaigns are all about tedious things, negative keywords, and product groups; however, you can simplify this work with smart shopping campaigns. Besides, there will not be any targets, placements, or audiences that need to be set.
It includes setting the right products at the right place and at a specific time. You can also set targeted audiences to convert those ads into sales and important customers. Smart Shopping is also about self-driving and needs minimum maintenance. Its features have expanded across various networks as it uses smart bidding to get maximum conversions.
Read our complete guide to Google Smart Shopping Campaigns.
Where Do Google Smart Shopping Ads Show?
It is such a type of shopping campaign that requires very little maintenance. The features of these campaigns have expanded reach across Google networks and use intelligent bidding strategies. These Ads appear on YouTube, Gmail, Google Display Network, Display Ads, etc.
What Are The Steps To Create A Smart Shopping Campaign?
Starting or setting up a Google Ads Smart Shopping campaign is a pretty straightforward process. Below are the steps to do so:
Keep Note of the Basic Requirements
Before you start creating a campaign, create a Merchant Center Account and link it to your Google Ads account. Keep in mind that you can update your product feed once a month. According to Google, you should have had a minimum of 20 standard shopping campaigns in the last month.
Also, follow the Google Ads Shopping policies and general requirements of the Shopping Campaign. Here are a few more recommendations to remember:
- You can set up conversion tracking to track events, like store visits, signups, etc. It will provide you with a lot of data to improve your campaigns in the future.
- Enable dynamic remarketing to create personalized remarketing Ads.
Create a List of Remarketing Audiences
As your Google shopping campaigns go on, start creating remarketing lists and add them to your campaign. For this to work right, you need to have at least 100 visitors or active users within the last month. If you already have a remarketing list related to your account, you don’t have to create a new one.
Keep the Necessary Assets Ready
With assets, we mean the important pieces of information that tell about your business. You can use these assets in different combinations to create personalized Ads. These Ads will show up to the people who have visited your website but didn’t show any desire to buy anything. These assets could be your company’s or business’s logo, text, images, video, URLs, and more!
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How Do Google Smart Shopping Campaigns Work?
The way Google Smart Shopping Campaigns work is the same as the Standard Shopping campaigns. The only difference is, that Smart Shopping Campaigns merge insights from Google with machine learning. These campaigns aim to boost the revenue or get the target ROAS.
Google algorithms will decide when or where the search engine will show the Ads. In other words, it is a 100% automated process. The right time, place, product, etc., are some of the things that increase the likelihood of a visitor to convert.
Standard Shopping or Smart Shopping?
Both types of shopping campaigns are run on different codebases. Moreover, different engineering teams in Google offices handle the processes. Data and automation are the two main differences between the two. The other significant difference is the degree of control you have over the campaign.
Can You Run Both of These Campaigns?
Of Course! Combining the two campaigns is the best tactic to get the best of both worlds. If you use your complete product catalog in your Smart Shopping List, Google will recommend you pause the standard shopping campaign. While it is true that Smart Shopping should be prioritized over the standard campaigns, you should follow Google’s advice.
The right way is to use Smart Shopping at the top of the marketing funnel as a way to brand and types of marketing metrics. This way, you would be able to keep the rest of the standard shopping campaigns as is and discover the best way to make the Smart Shopping campaigns work for you.
The only thing to worry about is, what if the event goes wrong? In this case, the lack of information about how the budget was divided makes it difficult to plan and prevent such events in the future.
Hopefully, now you know all the basics of starting a Smart Shopping campaign. But, to reap the best benefits, you need to do more than just set up the campaign. Use a good structure for your Google shopping campaign. Create a list of negative words and prevent your Ads from showing up for irrelevant traffic. Make sure to optimize your product titles, images, description, and price of your products. And, start small! Gradually, you will master the art of running a Smart Shopping campaign successfully.