Google Ads Talk: Ready for the holidays, smart shopping campaign strategies #1

By Luk Chan

2 June,2021

Estimated reading time: 15 minutes


Google Smart Shopping Campaign, Ads strategies, campaign strategies, many of us do feel constantly trapped and tangled among all these fancy jargons, big concepts, and complicated action per cost metrics. No fear, before we touch upon any Google Ads related topics, I will quickly walk you through the structure and different components of Google Ads campaign. Each Ads campaign aims at different targets with different settings and Ads delivering mechanism. During the next few weeks, we will provide analytical insights of different campaign strategies at Shoplazza blog.

Google Ads consist of:

  1. Google Ads display campaign.
  2. Google Ads search campaign.
  3. Google Shopping Ads campaign.
  4. Google Ads Apps campaign.
  5. Google Ads video campaign.


Today, we are going to look at two topics:

  1. Google Smart Shopping Campaign with some recap of the fundamentals.
  2. The basics of setting part 1,  Shopping campaign.


Smart Shopping campaign Recap

Well, lets kick off with a bit recap on the fundamentals of Smart Shopping campaign. Do you know, formally it was called ‘Got-off to my Shopping Campaign’?


Why Smart Shopping Campaign?

Simplify your campaign management, maximize your conversion value, and expand your reach with Smart Shopping campaigns. This campaign subtype combines Standard Shopping and display remarketing campaigns and uses automated bidding and ad placement to promote your products and business across networks.


There are three folds that I’d like to present to you:

  1. Simplicity
    Easy to setup and easy to manage, also start to witness results in a fairly short period of time

  2. Performance
    optimizing your goals with different campaign options available on hand, whether to maximize conversion value or setting a target to achieve.

  3. Reach
    Unparalleled reach across the network, YouTube, Gmail. 

How Smart Shopping campaigns work for you?

First and foremost, look at this three-element approach. 

  1. Your business goals
    Campaign based on your objectives, maximise conversion value. Setting the bidding strategy to max the benefits that you are looking for.

  2. Machine Learning
    Automated optimisation across intent signals. That’s where the difference Google makes.

  3. Across Google
    Combine Shopping and remarketing to reach customers on Search, DISPLAY, YouTube and Gmail. Therefore, you can really capture the customers where they are and where they might be. 


How to set up your goals?

To plan your campaigns based on your goals, you have two options:

Option 1: Maximise conversion value bidding

Automated optimisation towards maximum sales revenue for your budget. In this option, you don’t set up ROAS and let the campaign achieve as much revenue for you as possible within the budget that you set earlier. This is great if you are looking to drive some significant amount of data and try to understand which of your products may work and where your advantages over the competition are. 

Also, If you are limited by budget, the smart campaign will only capture some of the impression shares that it could be just using a maximized conversion value. It means that the campaign itself will try and drive as much revenue as possible with the best possible return. 


Option 2: Setting up ROAS or tROAS

You also have the option to set up your ROAS. By doing so, you will ask the campaign to only spend as much as it can to drive a return for you. It’d be fantastic if you have already got a good understanding of your needs and goals in terms of returns and margins. This setting allows you to stay within your comfort zone of the knowledge that the campaign would work towards your set goals. 


Machine Learning

Now, we talk about Machine Learning side of campaign tricks. Also, how those automated budding strategies are powered. There are two folds, what Google can provide based on the query itself, the device, the location where customers are, where they are looking and how likely they could complete the purchases. 


Machine learning is automated bidding across intent signals based on your goals. They will look into two folds when making a bid. 

Google insights


Retailer insights

Audience lists (if the audience is a repeated purchaser, if they have been on the site or simply viewed that product before), , brand, sales revenues, product category, price and shopping cart settings.

With Smart Shopping campaigns, Google’s machine learning uses your product feed to create and show a variety of ads across different networks, including the Google Search Network, Google Display Network, YouTube, and Gmail. We test different combinations of the image and text assets merchants provide, then select and show the most relevant ads, automatically.

Effortless optimization: Smart Shopping campaigns combine your existing product feed and assets into ads across a variety of networks. Google’s powerful systems test them and show the ones that perform best.

Automatic bidding: Google automates ad placement and bidding for each ad in your Smart Shopping campaigns, bidding for maximum conversion value at your given budget.

Easy integration: Integrate Smart Shopping Campaigns into your Shoplazza platform for seamless marketing and tracking.


What are the benefits?

  1. Reach across Google search, search partners, Google Ads, YouTube and Gmail. 
  2. One feed and campaign across all networks
  3. Budget automatically allocated and optimised across networks and formats. 


This is what we talk about whether your ads could be on shopping list or on the Display Network where you will carry out remarketing campaign. By Showing on YouTube, your campaign will highly engage with customers while Google puts your products in front of those who may purchase, who have looked for similar products or who have done several searches with inputting similar key words. Finally, through Gmal, you’d be able to capture the customers and at any point along the funnel and along the path of their shopping journey. This is a huge advantage and one of the most convincing reasons that tons of merchants choose Smart Shopping Campaign. 

Next time, we will further discuss the Smart Shopping campaign strategies and more about Google insights, stay tuned with Shoplazza Blog!