How to Set Up Successful Smart Shopping Campaigns

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The success of e-commerce businesses has resulted in the creation of hundreds and thousands of budding e-commerce stores. However, whether these e-commerce stores become successful or not depends on how they promote themselves online.

While display advertising campaigns have been heavily used by e-commerce stores over the last few years, the newly launched Smart Shopping campaigns from Google promise to totally change the game.

Google’s Smart Shopping campaigns will allow e-commerce businesses to totally bypass labour intensive campaign management practices. Also, these campaigns’ ‘smart bidding’ feature gives businesses the opportunity of maximizing their conversions. If you’re new to Google’s Smart Shopping campaigns and don’t have much idea about how to go about setting one up for your e-commerce store, then this blog is meant for you.

Let’s take a look at the things you can do to set up a successful Google Smart Shopping campaign.

Start On a Small-Scale

If your e-commerce business is already running a Google Ads campaign, then you might want to start off your Google Smart Shopping campaign on a small scale. Including all product groups in the campaign right off the bat may cause disruptions in the normal Google Ads campaign, which is something you definitely don’t want.

So, start off with just one product group. Assess the performance of the Smart Shopping campaign and proceed based on your satisfaction levels. Only when you are satisfied should you add groups of other products.

Once the Whole Product Catalogue is Up, Pause All Other Existing Display Advertising Campaigns

So you analyzed performance and started adding other product groups and now you have your entire product catalogue on your Google Smart Shopping campaign. Now is the time to pause all existing Google Ads campaigns that your e-commerce store is already running. Consult with ecommerce Adwords agency and get their suggestions.

This is a step that Google itself has recommended to e-commerce stores and the reason is that stores will end up increasing their ad serving requirements and also spend more in fulfilling them.

The other benefit of pausing alternative ad campaigns is that through a single Google Smart Shopping campaign, you don’t need to worry about who the campaign reaches out to. Google launched its Smart Shopping campaigns so that you could stay worry-free about the audience of the campaign, as they can show products to viewers in your target audience on multiple Google networks with the prices automatically.

Product Segmentation

Before you formulate a Returns on Advertising Spend (RoAS) strategy, you should determine what the RoAS values are for different types of products. For proper determination of these values, you need to segment products across individual campaigns.

By doing this, you will get to know to learn about the products in your catalogue that can give you returns naturally irrespective of your RoAS strategy.

Conversion Tracking

If you are completely new to Google shopping, then you should devote time to set up conversion tracking. Your Smart Shopping campaign can be successful only if Google algorithms can extract the necessary data, and this can only happen if you set up conversion tracking.

To kick off a successful Smart Shopping campaign, you need a minimum of 20 conversions over a 45-day period.

Add a Site Tag

Google can greatly optimize your Smart Shopping campaign, but it needs some data before it can do the optimization. A minimum of 100 visitors has to be tracked for Google to have the data it can use to optimize the campaign. For this reason, you should consider adding a global site tag to your business website.

The Requirements to Meet for Setting up a Smart Shopping Campaign

• An approved Merchant Center account and a Google Ads account
• Your product data feed should be uploaded to your Merchant Center account
• Your website should have the conversion tracking tag installed
• Conversion tag should be set to manual mode for tracking transaction-based conversion values
• A remarketing global site tag for your business website
• A dynamic remarketing tag for your business website
• Your standard Google shopping campaign should have at least 20 – 30 conversions over a 45-day period
• A banner image to build brand awareness
• An audience list with a minimum of 100 active users
• You should follow the Google Shopping advertisement policies
• You should follow the Personalized Advertising policy

When you run a Smart Shopping campaign, you must remember one critical thing. As Google automates the process of delivering ads to your target audiences, it needs a ton of information. Give the campaign some amount of time before it can properly kick-off, as it would take that time to collect the necessary information required by Google’s algorithms to optimize the campaign.

All in all, Google Smart Shopping campaigns are still very new and e-commerce stores are still trying them out to see how well they work.

If you need help in setting up a Google Smart Shopping campaign or standard display advertising campaigns, get in touch with AdWords PPC Expert. AdWords PPC Expert is a company based in Mohali, India, and can formulate and implement the perfect advertising campaigns for your business.


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