With Smart Shopping, Google shows once again what is now possible with artificial intelligence. Not only does it stay on top of ongoing optimizations in campaigns, it even lets you automatically create and select ads and placements. In this post, I’ll take a closer look at this new possibility and one thing in advance: As with all automations, two things are essential – tracking and product data.
Simplified campaign management with maximization of conversion value and extended reach. With smart shopping campaigns, Google has taken another step towards simplification and automation. This campaign subtype combines standard shopping and display remarketing campaigns and uses automated bidding and ad placements to promote products and businesses across networks.
Smart Shopping Campaigns
Smart Shopping campaigns are a new kind of Google Ads campaigns based on machine learning. Google uses your product feed from Merchant Center and other resources to create a series of ads and display them across various Google networks.
Smart Shopping campaigns include image and text ads that are suitable for search, display, YouTube, and Gmail networks. All ad placements and bids are automatically picked up by Google and placed with the goal of "Maximizing Conversions" in consideration of the campaign budget.
For the first time, Smart Shopping campaigns allow advertisers not only to advertise on the Google Shopping Carousel or Shopping Tab, but for the first time, they are also able to place a Shopping ad with a single campaign on YouTube, Gmail and the Google Display Network.
How do Smart Shopping Campaigns work?
As with the well-known Shopping Ads, the product feed is also the basis for the automatic ads in Smart Shopping campaigns. Smart shopping campaigns are becoming more efficient as Google is now using machine-learning capability in its Smart Shopping campaigns.
Google now places the Shopping ad where the highest possible interaction is expected. For automated bidding, Google sets your bids to provide maximum conversion values.
Google analyzes users' search queries and predicts which products to display when a user searches on Google Search. Similarly, Google creates personalized display ads.
Maschine Learning in Smart Shopping Campaigns
As mentioned earlier, Google is accessing machine-learning capabilities. Google can adjust the bids in real time at the search query level. For example, to better deal with seasonality.
In the customer decision-making process, users 'website data are also analyzed, locations and search histories can be statistically evaluated and relevant users' intentions and purchase intentions can be analyzed.
This machine learning data is now combined with the data of the respective Smart Shopping campaign. The bid strategy now takes many factors into account. At what time of the day, at what price and which product in the range for the respective user is the highest conversion probability achieved.
Conditions to run Smart Shopping Campaigns
Before you can start a Smart Shopping campaign, you need to set up conversion tracking with transaction-specific values. Conversion tracking can track when the ads on the site lead to sales. In the last 45 days, you must have at least 20 conversions for existing Shopping campaigns before a Smart Shopping campaign can be created.
The site must also have a global website tag and a remarketing list of at least 100 active users. That way, dynamic remarketing ads can be used, which can personalize ads for people who have previously visited the site. Instead of the website tag you can link to Google Analytics and set up tags there.
TIP: Google recommends using a standard Shopping campaign with a maximum bid strategy for clicks to meet the conversion and remarketing needs of the Smart Shopping campaign.