Smart Shopping campaigns are an effective tool to advertise products online, particularly for performance objectives. Smart Shopping campaigns can potentially draw more conversion value at the similar cost, compared to Standard Shopping campaigns. Using machine learning, millions of data points are analysed in real time, which helps recognise patterns and show merchants’ ads at the right time to an audience that might be more likely to convert and buy their products.
An important advantage of Smart Shopping campaigns is that they can help save advertisers’ time, as campaign creation is relatively fast and easy and minimal campaign management and manual optimisation is required. This allows advertisers to focus more on the strategic aspect of their business and spend less time on everyday adjustments in the settings of their Shopping ads. Smart Shopping campaigns automatically analyze data from queries, intent signals, basket size and customers’ preferences on brands and products to determine patterns that correlate with online conversion value.
Smart Shopping campaigns are one of the most performance oriented campaign types. But what does this mean, in practice, for advertisers? It means that these campaigns optimise their performance towards maximizing conversion value or Target ROAS (Return on Ad Spend) for the daily budget a merchant sets. Merchants can set up conversion tracking for events such as online purchases (one of the most common), signups, purchases from phone calls, and store visits. Conversion value and ROAS reporting will allow merchants to evaluate the campaign’s performance and decide potential optimisation steps.
Another significant benefit of Smart Shopping campaigns is that they create an opportunity to increase the visibility of ads by reaching a broader audience across Google Search, Search Partners, Display Network, YouTube and Gmail. By combining standard shopping campaigns with dynamic remarketing and machine learning technology, Smart Shopping campaigns allocate an advertiser’s budget automatically across different placements, optimising it based on the ads performance.