Google Ads Smart Shopping Campaigns Best Practices
Google Ads Smart Shopping Campaigns is an excellent platform that helps advertisers to take their shopping campaigns to the next level. It makes campaign management a hassle-free process, helps drive more sales, and leverages automation and machine learning to boost the campaign’s performance. In this article, we will tell you some best practices for your next Google Ads smart shopping campaign-
Smart shopping is more of standard shopping and display remarketing. If you are using these campaigns in your already existing account, you should pause them before targeting the products. If you are using your existing standard shopping and your display remarketing campaign as a guide. Let’s dive in the best practices to know more about Google Ads:
Deploy Remarketing In Your Shopping Ads
One of the best practices to boost your Google Ads Smart Shopping campaigns is to use remarketing. Generally, there are two types of remarketing campaigns, i.e., Dynamic Remarketing and RLSA (remarketing list for Search Ads).
Google Smart Shopping campaigns rely on a remarketing audience that consists of people who visit your website. With custom parameters, Google gathers information about which products have managed to grab the attention of the audience.
Though you can run your campaign without these parameters, it is suggested to set up the parameters to see your campaign performing better. However, if you don’t set these parameters, Google will match the products in your feed based on the Google Analytics insights.
Reset Your Budget
The second most important tip to boost your smart shopping campaign is to optimize your budget. If you want to spend something similar to your standard shopping campaign, you need to set your budget based on the combined historical daily spend of your existing standard shopping campaign and display remarketing campaign. You can use your standard Shopping and display remarketing campaign as your guide to help you in setting. Also compare the respective type of campaigns.
This way, the campaign will improve your conversion value automatically. Remember, smart shopping campaigns take priority over the standard for the same product and for the same account.
Do Conversion Tracking
Conversion tracking is a process that lets you know which of your Ads leads to sales or conversions on your website. Think of online purchases as the basis of tracking the conversion events. Other conversion events could be signups, purchases from phone calls, etc. It will provide you with a better understanding of your campaign, enabling you to improve your strategies wherever necessary.
Set A Target ROAS
The best advantage of a Google Ads smart shopping campaign is that it maximizes the conversion value within the fixed budget automatically. However, if you have a minimum return goal for your campaign, you can also set a separate ROAS (return on Ad spend).
Suppose your target goal for a campaign is $7 worth of sales for every dollar ($1) you spend. In that case, you can set a target ROAS of 700%. After you have set a target ROAS, Google will optimize your bids to achieve the target within your budget. But if the target ROAS is too high, the sales may decline. Moreover, your budget may not be spent adequately.
Add All Your Products To The Campaign
Another best practice to keep in mind is to target all the available products within a campaign to maximize performance. Dynamic remarketing Ads and shopping Ads often display several products from a single campaign. This way, they provide the audience with more options to pick from within a shopping campaign. Also, make sure to keep the products in your Merchant center approved and ready to be displayed. It will make the performance comparison easy and simple.
Think About Seasonal or Holiday Events
Seasonal or holiday events are important times to get in front of potential customers and drive more sales. During this time, shopping campaigns often see an increase in the traffic, revenue, and conversion rate. So, continue using Google’s smart shopping campaigns to maximize your revenue.
A Bonus Tip – During seasonal events, shopping activities often increase. So, look at similar events and adjust your budget accordingly. Also, competitors tend to bid more aggressively during the holiday period. So, adjust the target ROAS too.
Prioritize Conversion Value Over Clicks
In a smart shopping campaign, you might find the website traffic fluctuating. The reason is, smart shopping reduces the bids for clicks that aren’t generating any value. This allows you to save money which can be used later to bid higher for the clicks that will drive higher conversion value. This is the reason why your CPC may also fluctuate.
Here are few things you need to look at before hopping to creating a new campaign:
- Attribution: jumping to the standard shopping using display remarketing makes it difficult to get results from one channel to another. You can take Google’s word by using the two of your interests.
- Avoid negative keywords: Are you getting impressions on the low-intent query? You cannot fix anything by just axing that query from your campaign. So avoid negative keywords and boost your campaign.
- Product control: Want to put the new product front and center or burn the inventory of a specific product? There’s no way you can do this with a single campaign.
These are some of the best practices to keep in mind to boost your Google Ads smart shopping campaign. According to Deco facts, optimize your Ads, product images, reset your budget, ROAS, and prioritize conversions over clicks. If you don’t want to add all the products to the campaign, try testing with specific product groups. Also, make sure to gather correct historical data to tweak the current marketing strategies, or the campaign’s performance may get affected.
Also, set your budget and Smart shopping will take care of the rest. Keep all these things in mind and get started with optimizing your smart shopping campaign.