How To Optimize Smart Shopping Campaign

Written by - Sandeep Kumar |  Google Ads |  November 8, 2021

How to optimize smart shopping campaign
Sandeep Kumar
Sandeep is on a mission to help entrepreneurs be successful in their marketing campaigns. He believes in his client’s success more than his own. His love for mountains makes him travel to a hill station almost every month.

How To Optimize Smart Shopping Campaign

4 min read

We know you’re also witnessing the massive upsurge in the popularity of Smart Shopping Campaigns. Do you, like most people out there, also want to join in on the hype and boost your brand with the brand new Smart Shopping Campaign?

Your search ends with us! Read on ahead to know what exactly a Smart Shopping Campaign is, how it varies from others, what do you need to launch it, and most importantly, what will this campaign do for you!

What Is a Smart Shopping Campaign?

Smart Shopping is one of Google’s newest campaign types. A Smart Shopping campaign will also bring the same results for that search term as standard Shopping doing. Still, it combines your existing product feed and assets with Google’s machine learning to display various ads across the Google networks using the bidding strategies that you choose. Smart Ads Helps You Maximize the Value of Each Ad by Using Data Insights and AI.

Smart Shopping Uses Machine Learning to Deliver Prospects the Most Relevant Visual and Textual Assets Across Search, Display, Youtube, and Gmail. 

Smart Shopping Campaigns optimize based on real-time signals, like the user’s query, time of day, and device, to show your products to customers who are more likely to buy and spend more.

Smart Shopping Campaigns Are Designed to Make Campaign Management Easier While Increasing Revenues and Reach Across Google and Search Partners.

MINIMUM REQUIREMENTS FOR SMART SHOPPING CAMPAIGNS:

  • You must have a Google Merchant Centre account
  • You must have a product data feed uploaded onto the Merchant Centre account
  • You must have a Google Ads account
  • You must set up conversion tracking with transaction-specific values
  • You must have a Google remarketing tag installed on your website
  • You must have an audience of 100 users and have tagged your site to enable dynamic remarketing.
  • You must have 20 conversions over the last 45 days across existing Shopping campaigns.
  • Need Banner image for Brand awareness
  • You Must Meet the Standards for Shopping Campaigns and Follow the Policies for Shopping Ads.

How Smart Shopping is different from Standard Shopping campaigns

Automation Is the Main Difference Between Smart Shopping and Standard Shopping Campaigns. Google’s Algorithm handles the Majority of Advanced Decisions. 

Compared to Standard Shopping, a Smart Shopping Campaign Is Quick, Highly Automated, Simple to Set Up, and Saves a Significant Amount of Time.

Key Features:-

  • The Catalog Page Is the Only Choice for a Landing Page in Smart Campaigns.
  • If You’re Advertising the Same Products on Both Platforms, Google Will Show Potential Buyers the Ads From the Smart Shopping Campaign. Will Take Precedence Over Regular Shopping Ads or Display Remarketing Campaigns.

It Means That Users Will See the Smart Ads Instead of the Standard Ads.

How To Optimize Smart Campaign

Some Best Practices to Consider When Managing Your Smart Shopping Campaigns: – 

Optimization Is Done Automatically, and It May Take Some Time to Outperform Previous Standard Shopping Campaign.

After 2-3 Weeks, the Majority of Retailers Will See Results. However, depending on Your Conversion Volume, This Period May Be Longer or Shorter.

1. REVIEW YOUR BUDGET

Set Your Budget Based on the Sum of Your Existing Standard Shopping and Display Remarketing Campaigns’ Historical Daily Spend. Within a Certain Budget, the Campaign Will Automatically Maximize Your Conversion Value.

You Can Increase the Budget for the Best-performing Products by 10-15% When Your Campaign Starts Performing Well.

2. EXPERIMENT WITH YOUR ROAS

You can set an optional ROAS to stay within a certain ROAS objective. However, Google will maximize conversion value based on your budget if no goal ROAS is set.

If Your Conversion Value Goals Aren’t Being Met, Consider Target ROAS (Return-on-ad-spend) Bidding to Meet Your Minimum Daily Goals.

If You’ve Set a Target ROAS, It may be Limiting Your Volume and Your Ability to Spend Your Entire Budget. To See The Increase in Your Conversion Value, Try to Removing or Lowering the ROAS.

3. TEST YOUR PRODUCTS

You Can Target All Available Products Within One Campaign For Maximum Performance and Simplicity. 

If Your Conversion Value Goals Aren’t Being Met, Identifying Your Winners and Losers Products. Then, you Can Create Separate Campaigns With Different ROAS to Target the Winner and Loser Products.

This Will Help You to Boost Your Sales and Decrease Your CPA.

You Can Stop Advertising Non-profitable Products.

4. STANDARD FEED OPTIMIZATION

Feed optimization (such as titles, descriptions, and photos) is a common Shopping best practice for Smart Shopping campaigns.

You can change the image and text for the generic display creative directly in AdWords.

5. USE HIGH-QUALITY IMAGES FOR YOUR ADS

Greater the Image Quality, Better Your Ads Will Be Received by Your Target Audience and Perform. So, Always use High-Quality images For The Ads.

Also, Make Sure You Have Uploaded Your Company’s Logo to Your Google Merchant Center Account.

So Essentially, A Smart Shopping Campaign might just be the additional push your brand needs to make it to the top! Just carefully make sure you possess all the requirements you need to set it up and start your campaign with these useful pointers we discussed above for optimised results.

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