On its way to automated solutions, Google Ads offers Intelligent Shopping or Smart Shopping campaigns. It is a type of campaign within that allows you to combine normal Shopping campaigns with machine learning. Thanks to Smart Shopping and machine learning, the performance of the campaign will not depend so much on our manual adjustments, but rather on Google’s ability to show our ads when they are going to perform better.
In this type of campaign you will no longer have to be negative search terms, looking for audiences or adjusting bids, the only data that Google will ask you for is ROAS and the budget assigned to the campaign.
The Smart Shopping Campaigns They use all the information from Google and its vendors so that you can get the most out of it, maximizing your income on your advertising spending. Keep in mind that it takes information such as search queries, time of year, device from which the user connects, what product category it is, what price it has, what audience it is and much more information.
What do you need to carry out smart shopping campaigns?
Have conversion tracking set up in Google Ads.
Have a Shopping Products Feed: The first thing we will need is a feed or list of products that we have available, uploaded to Google Merchant and processed correctly. This product feed will later be added from the Smart Shopping campaign that we create. It is, so to speak, the list of products that we want to announce.
Remember that it is very important that this product feed is correctly done, with titles, descriptions and others. I personally believe that having a good product feed for a shopping campaign is one of the keys to being successful with them.
Also remember that it will depend on remarketing, that is, on the lists of users who have visited your website. This is why we recommend that you have Google Ads tags on the web and at least one hundred active users associated with your account.
In addition it is necessary to have at least 20 conversions in the last 45 days in all your Shopping campaigns. This is because Google will optimize based on a history of conversions.
Remember also that You cannot have more than one hundred Smart Shopping campaigns at the same time.
Where do Smart Shopping campaign ads appear?
These types of campaigns will not only appear where the Google Shopping ads are shown in search results, but this will also be added: Display, YouTube and Gmail. In other words, the scope of our campaigns also multiplies. It should be noted that in this type of campaign there is no option to choose some locations over others. That is, it will be shown in all without exception.
What are the advantages of smart shopping campaigns?
They mainly have two advantages that are very clear compared to standard campaigns:
- Automatic optimization: Google will take care of optimizing your campaigns.
- Greater reach: Not only do you stay on the shopping network, but your ads will appear on YouTube, Gmail and Display.
How do you create a smart shopping or smart shopping campaign?
1- Put create campaign, sales objective and then click on create a shopping type campaign.
2- Then choose the product feed and below click on smart shopping campaign.
3- Now it’s time to name your campaign and establish whether you want to make a bid strategy to maximize the value of conversions or establish a target ROAS. In this part, Google warns you that if you define a target ROAS, the value of the conversion could decrease.
From here you have to set the daily budget. Remember that as always, you can spend some of the daily budget but in a month it should not vary from the budget multiplied by the number of days.
4- Later comes the ad creation phase, where you can choose the type of products you want to advertise. For example X category of your e-commerce apart from visual creative themes such as images, phrases or logos.
What do we recommend when creating Smart Shopping campaigns in Google Ads?
Be patient: Do not expect to see spectacular results in the first few days. I personally like recommend 2-3-4 weeks until you start to see results.
I always recommend you start the first month with the strategy of maximizing the conversion value and later, when you have conversion data, move on to ROAS.
Do not start with all the products at once, you can start with a specific product group. What I do recommend is that if you have these products in the standard campaign, pause them because otherwise it could create interference.
Work with a highly refined and optimized product feed. I would recommend this to anyone who shops, but keep in mind that you can’t negate keywords here, so all the more reason. Also remember that you can make changes to elements such as product titles within the Google Merchant Center itself.
Use personalized labels on your products, this will help you better differentiate them and better understand their performance.
And as always, test, test, test. Even if it doesn’t work at first, I’m sure if you’re patient and do tests, it will end up working.
Final conclusions: Do they work better than standard shopping campaigns?
And here for me what is the key of this article, These types of campaigns work better than the standard ones. This is based on experience as an agency managing campaigns, that is, if you carry them out correctly, the results improve. That is why, although this whole subject of machine learning and automation may seem a priori that you give Google too much power or that it is going to spend your entire budget with hardly any sales, it is a false belief in this case.
Of course, remember as we have commented in the previous section that machine learning works well but does not work miracles. In other words, be patient and make sure that everything that can be optimized within this type of campaign is well done and managed.
Have you already tried smart shopping campaigns? How have they worked for you?
Facebook Comments
Disqus