Google’s Smart Shopping campaign type was launched in April 2015. This brought new levels of automation to Google Ads. Although Smart Shopping has been around for some time, advertisers continue to discover how it can benefit them.
We’ll help you answer any questions about Google Smart Shopping campaigns. We will also cover how to set it up, optimize, and when to use Smart Shopping.
What are Google Shopping Smart Campaigns (GSSC)?
Smart Shopping is machine learning taken to the next level by Google Shopping. It is also fully automated.
Shopping campaign management can be tedious and time-consuming. It involves setting priorities, product groups and bids, as well as identifying negative keywords. Smart Shopping Campaigns eliminates the need for this tedious work.
It is not necessary to set targets, audiences or placements. The system displays the correct products at the right time and place. It also selects the target audience. These decisions are made based on the likelihood that the ads will convert into sales.
Where Smart Shopping ads show
This campaign is almost self-driving and requires little maintenance. Smart Shopping Campaigns have a wider reach across all Google networks. They also use smart bidding strategies to maximize conversion value.
These ads will appear across Google’s Shopping, YouTube and Gmail display networks, Shopping, YouTube and YouTube through product Shopping ads and Local Inventory ads.
How to Create Smart Shopping Campaigns
Before you can start creating your campaigns, you will need a Merchant Center account that is linked to your Google Ads account and a product feed. Make sure your feed is updated at least once per month (30 days).
Google says that you need at least 20 standard shopping conversions within the past 45 days. The more data you have, the better. It’s not difficult to do so, but don’t let it stop you from starting.
Requirements before you start
- You must meet the requirements for Shopping Campaigns
- Follow the Shopping Ads Policies
- Follow the Policy on Personalized Advertising. This policy is for Smart Shopping Campaigns remarketing
Recommendations to improve performance
You can start your campaign without these, but Google indicates that your spend (and therefore the reach of your ads) might be limited without them.
Conversion tracking can be set up to track online purchases such as signups, phone orders, and store visits.
These are valuable data and information that can be used to improve your campaigns.
Dynamic remarketing is possible with two pieces of code that you can add on to your website to enable dynamic marketing: The global site tag (or the dynamic remarketing event shortcode).
You can track who visits your site and what events they have. This information will allow you to create personalized remarketing ads. Google has the code required and how to set it up on its help page.
It is crucial to add it correctly to your website. It’s not as simple as copying and pasting code onto your website. You can either hire a programmer to assist you or contact Google’s technical team for assistance if you aren’t comfortable with modifying code. You’ll be able email your web developer the exact code during the setup process.
You must add the global site tag to all pages of your website. The event snippet can also be added to pages where you want visitors to be tracked. This could be on product pages, shopping carts or any other page that you wish to track how shoppers interact with your services.
The event snippet can be placed anywhere you like, but it must not exceed the global site tag. Each type of business has its own event parameters, which should be replaced in the code. These parameters can be found here so you know which one is right for you.
Create a remarketing audience
Remarketing lists can be used and you should continue to add to them as your campaigns progress. To make your remarketing campaigns work, you must have at least 100 visitors or users within the last 30 calendar days. If you already have a list associated with Google Ads, then you don’t need to create one. If not, we’ll show you how to create one.
How to make remarketing lists
Create an audience source. This is where you gather information about your users. This is where you will use the global website tag that we discussed previously. Google will alert you when someone visits your website and add their cookie ID on your ‘Website visitors’ list.
- Log in to your Google Ads account > Tool icon > Shared Library
- Visit Audience Manager > Audience Lists
- To add “Website visitors”, click the blue plus button
- Type a descriptive name, then choose a template from “List members”.
- Select the rules that you would like to apply to your list.
- You can choose the size of your list (this refers to how many people visit your site in a given time frame). You can include visitors who visited your site within the last 30 days if you have remarketing tracking.
- You can decide how long you want your visitors to stay on the list.
- If you wish, create a description of your audience and click ‘Create audience.
Make sure you have all your assets available
Assets can be additional information or images that you have about your company. These assets will be arranged in different ways to create ads. Google does this automatically. Google will show assets that perform better than others. This is how Google’s machine-learning works to deliver the most effective ads.
These ads will be shown to those who have visited your website, but have not indicated that they intend to purchase something. This could be someone who visits your website but doesn’t add any items to their shopping cart.
Display ads are different from Search ads in that they choose which visitors to show their ads to based on past interactions with your site. If a visitor to your website shows a lot interest in a product, then they will most likely be shown that product from your catalog.
These assets are required:
- If you have already uploaded your logo to your Google Merchant Center account, you will be fine.
- Upload a professional marketing image of your business.
- Text is permitted, but it should not exceed 20% of the image.
- The maximum image size recommended is 1200×628 pixels.
- Landscapes must have a ratio of 1.91 to 1
- Maximum file size 1MB
- This text can be used to create ads. Copy that has performed well on your site can be a source of inspiration. These are the limits.
- Headlines of 25 characters or less
- Long headlines should not exceed 90 characters
- Descriptions: These are used for single-product ads. They can be automatically pulled from your copy if there is enough space in the ad.
- Give the link to which shoppers will go when they click on your ads.
- This optional asset can be added. Google will automatically create short videos if you don’t have a promotional video ready.
- It will likely take you around 45 days to see results once you begin. Give it time before making any changes to your campaigns. This is because machine-learning is active and needs time to gather data from your products.