Advertisers (in America) spend up to 80% of their campaign budgets on research campaigns . The Google Shopping Search Results (SERP) page has been completed. And, just when we thought we'd run out of positions for Shopping ads, Google found new locations. Welcome, smart shopping campaigns.
Smart shopping campaigns combine regular shopping campaigns and remarketing campaigns. In this article, we learn more about Smart Shopping campaigns in detail.
What's a smart shopping campaign?
Smart Shopping Campaigns are a new type of Google Ads (AdWords) campaigns that are powered by Machine Learning. Google uses your Merchant Center product feed and other resources to create a set of ads and displays them on different Google advertising networks.
Smart Shopping campaigns will have images and text ads tailored to search, display, YouTube and Gmail networks.
All ad placements and auctions are automatically supported by Google. However, Google will consider your budget.
What are the requirements for smart shopping campaigns?
The very first requirement of Smart Shopping Campaign or any Google Ads (AdWords) campaign in this sense is to have operational conversion tracking. Conversion tracking is the key to understanding if your efforts are returning the desired value. It is necessary to understand which ads lead to sales and which ones are not. Google insists that advertisers use specific values for each Smart Campaign.
The second requirement for advertisers who want to use Smart Shopping campaigns is that they must have at least 20 conversions (sales) over the past 45 days. These conversions must be specific to the existing purchase campaigns in your account.
The third requirement for Smart Shopping Campaigns is a global site tag on your website and a remarketing list. Remarketing lists help you target users who have visited your website with personalized ads. Your remarketing list must have at least 100 users who are actively visiting your site before you can use Smart Shopping campaigns.
Note: If you have an Analytics account, you can use tags from there rather than using global site tags. You do not need to tag non-commercial pages, if any, on your website.
Last but not least, you will need to reconsider and make sure you follow all the rules set by Google for Shopping ads. For example, the sale of narcotics and weapons is completely prohibited on Google Shopping. However, some products such as alcohol and pharmaceuticals are allowed, but subject to further review. Targeting the right audience with the right products is a must. Learn more about custom advertising rules to prevent Google from disapproving your ads.
For your Smart Shopping campaigns to meet your expectations, you must meet Google's conversion and remarketing requirements. If these conditions are not met, Google does not allow you to initiate smart shopping campaigns.
What are the types of ads in smart shopping campaigns?
As we have seen earlier, smart shopping campaigns include both regular ads on product announcements (commercials) and display ads with remarketing ads. Smart Shopping ads will be served to users on the Google Search, Display, YouTube and Gmail networks.
Google automatically creates ads for you using your product feed, for example regular purchase campaigns, but Google's Advanced Machine Learning algorithm is a bonus. The machine learning makes the ads much more effective. In addition, Google also ensures that your ads appear in the places where they will interact best. Automated bidding means that Google will set your bids to provide maximum conversion values.
Google will analyze users' search queries and plan their intention to select which products to display when a user searches on Google Search. Similarly, Google creates custom display ads based on the user's engagement with your website content on the Google Display Network.
What are the different reports available for smart shopping campaigns?
Two of the most important things to consider when evaluating the performance of your Smart Shopping Campaign are conversion value and return on investment (ROAS).
Google also provides various predefined reports that include product attributes such as product type, product category, and custom labels (if you created them). You can access predefined reports by report icon> predefined reports> purchases.
To find out more .
Should you interrupt your old campaigns?
Smart shopping campaigns promise better results than regular shopping campaigns. That's obvious from everything you read above. However, the question now is whether you need to suspend your old campaigns and put all your eggs in one basket (smart shopping campaigns) or not.
Let's examine this objectively.
Google explicitly states that Smart Shopping ads will be preferred over regular shopping ads if you have the same products in both types of campaigns. This means that your regular shopping ads will be auctioned each time they are eligible, but your Smart Shopping ads will outbid them. This is a classic case of internal competition. This can lead to cases where your offers will be higher than necessary.
Google's machine learning algorithms offer higher bids for a high value conversion. You can also bid manually for the same conversion using regular purchase campaigns.
Moreover, this could hinder the progress of machine learning algorithms. This situation could reduce the performance of Smart Shopping campaigns. Therefore, I recommend you to suspend your old purchase campaigns. You can also use different products (which you do not use in regular purchase campaigns) to test your Smart Shopping campaigns first.
Defining smart shopping campaigns is not very difficult either. Learn how to set up smart shopping campaigns.