Che cos'è il nuovo Google Ads Smart Shopping?

Google has launched the next generation of Smart Shopping campaigns as a subtype of campaigns to make it easier to manage campaigns, improving conversion value and expanding reach. It uses automated bidding and placement to promote your products and business on different networks (Shopping, Display, YouTube, etc.) and achieve better results. The goal of this Smart Shopping campaign is to simplify campaign management, boost sales, and achieve greater reach on Google. These objectives are based on the retailer's commercial objectives and increased sales.

How Google Ads works to automate automatic bidding

Following Smart Display campaigns, Smart Shopping is now here, which will be a huge benefit for all of us who manage campaigns. It will allow us to focus on what's truly important: strategic decision-making . At ClickOnline360, we establish these strategies after a phase of structuring, analysis, optimization, and implementation, among other tasks. All of these strategies are developed by a team with extensive experience and kept up to date with the latest and most effective developments in the sector.

Smart Shopping Consideration

It's important to keep in mind that Smart Shopping campaigns take priority over standard campaigns. This priority leaves traditional campaigns without impressions. If we need complete control over a product category, we shouldn't include it in Smart Shopping.

How does Google Ads Smart Shopping work?

It's based on machine learning with automated bids based on intent signals . It selects the most appropriate bid for each user using contextual signals unique to each auction. Campaigns contain Shopping Product ads and banner ads that include remarketing ads to similar audiences. They can also appear on YouTube, Gmail, and of course, the Google search network. The automated process of creation and placement ensures that ads appear in the most relevant advertising spaces, while simultaneously configuring bids to maximize their conversion value. Users' search queries on Google search and predicted intent are used to determine the products to display from their feed. For Display, ad personalization is determined by the user's interaction with the website, automatically creating a relevant ad for users who have previously visited our site and shown interest in our products.

How to create Smart Shopping campaigns?

The first thing to consider when creating a Smart Shopping campaign is:

• Define conversion tracking settings.
• Achieve a minimum of 20 conversions across all Shopping campaigns over the past 45 days.
• Add a global tag to your website.
• Have 100 active users on your remarketing list.
• Linking your Google Analytics account will allow you to define tags there.
• Comply with requirements and policies for Shopping campaigns and ads.

These requirements are necessary for us to achieve the desired results. The more data Ads has at its disposal, the better and more efficiently it will work, and automation will bring us greater benefits.

How to launch a Smart Shopping campaign.

Steps to follow to launch the Smart Shopping campaign:

1. First we will log in to Google Ads.
2. From the pages menu we will click on Campaigns.
3. To select New campaign we will press the plus sign
4. Select the campaign objective or, if desired, we can leave it without defining a specific object.
5. Select Shopping as the campaign type.
6. From the Merchant Center, choose the account with the products you want to publish.
7. In the campaign subtype, choose Smart Shopping Campaign.
8. Give a name to the campaign.
9. Define a daily budget.
10. Bidding will maximize conversions.
11. Define a target ROAS (optional).
12. Choose the products to advertise.

Creating Remarketing Ads Adaptive to the Display Network and YouTube

Once we have the 12 previous points, we have to define the creation of Remarketing ads adaptable to the Display Network and YouTube, therefore we will upload the resources we are going to use as follows:

Logo

If we already have it in Google Merchant, we won't need to do anything.

1. Requirements;
   1. 1200x1200 pixels.
   2. Maximum size 1 MB.
   3. Transparent background recommended.
2. Image: That represents your company
   1. Requirements
      1. Horizontal orientation.
      2. Ratio: 1.91:1
      3. Text must be no more than 1 MB and occupy less than 20% of the image.
      4. Recommended size of 1200x628 pixels.

Text

With your company details

1. Parts:
   1. Short title (maximum 25 characters) appears on the first line of the ad if the long title does not fit.
   2. Long title (maximum 90 characters) appears on the first line of the ad if the long title does not fit.
   3. Description (maximum 90 characters) appears on the first line of the ad for larger ones.
   4. Final URL: This will be the URL to which the ad click sends us.

Final steps to create the campaign

To finish our campaign, we will have to perform the following steps.

1. Check out some of the possible announcements from the preview.
2. Click Save.

Machine learning takes time for campaigns to optimize based on audience, budget, and products. Therefore, it's a good idea to allow time for your Shopping campaign to work properly.