Smart search campaign5/17/2023 “Smart bidding strategies have become much more sophisticated over the years. Some automated bidding strategies, such as Target ROAS and Target CPA, are available for advertisers to utilize within their standard Shopping campaigns (as well as some of the other campaign types). Smart Shopping campaigns use ‘maximize conversion value’ automated bidding, which will also take into account your Target ROAS goal if provided.įor context, automated, or ‘smart’ bidding strategies (this terminology is interchangeable) use machine learning and “a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search” to automatically set bids based on the likelihood of a search term converting. Success Story: “ Burke Decor boosts results with Smart Shopping campaigns“ These campaigns are incredibly easy to set up in the Google Ads interface, with advertisers only needing to set a budget, an optional Target ROAS goal, and supply a bit of creative for the Display ad portion in order to get started. This process is the same as standard Shopping and standard dynamic Display ads. Smart Shopping creates product ads by utilizing a product feed that advertisers submit through the Google Merchant Center. Our clients’ Smart Shopping Display network ad clicks were 48% lower than their CPCs for regular Shopping ad clicks.įor context, this data was pulled from a 30-day window, and a total of 24 accounts with varying levels of traffic were included. Results varied strongly by client, and in one case we found Display placement clicks to account for more than 78% of total Smart Shopping ad clicks.ĬPCs are generally lower on the Display network, and we see this trend play out in Smart Shopping campaigns. The total data reported on a ‘Smart Shopping’ campaign encompasses the performance across all of these placements and ad types.Īcross all ‘Smart Shopping’ campaigns that we manage, Display placements accounted for: These Display ads are often used as remarketing ads. While the name ‘smart shopping’ naturally leads many people to believe that they are dealing exclusively with Shopping (product listing) ads, as highlighted above, Smart Shopping ads can also be shown in a variety of locations across Google’s Display network, which includes third-party websites, YouTube, and Gmail placements. Here’s a breakdown of Smart Shopping Campaign performance data, the pros & cons, and when advertisers should consider using standard Shopping and Display campaigns instead. These campaigns also allow businesses of all sizes and niches to strategically experiment to determine if Smart Shopping ads might outperform standard Shopping ads for thoughtfully selected products, or differing campaign objectives.īut is Smart Shopping always the right choice for advertisers? Smart Shopping gives businesses the ability to generate product listing ads with minimal assets and input required. “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.” The places your Smart Shopping ads may show include:Īs Google explains in their Introduction to Smart Shopping campaigns video: Advertisers are able to choose a campaign objective and budget, and Google will leverage their machine learning technology to automatically bid on the advertisers’ behalf, and ultimately deliver their ad to relevant shoppers across a range of Google networks. Smart Shopping campaigns include product shopping ads, local inventory ads, and display ads (including remarketing ads and Similar Audiences). Smart Shopping campaigns debuted in May 2018, with an overarching goal of simplifying the process of advertising products on the Google Ads platform through ads that operate using automated bidding and dynamic ad placement.
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