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Matthew Soakell — The Smart Answer To Smart Shopping

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These slides were presented at the SEMrush webinar "The Smart Answer To Smart Shopping". Video replay and transcript are available at https://www.semrush.com/webinars/the-smart-answer-to-smart-shopping/

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Matthew Soakell — The Smart Answer To Smart Shopping

  1. 1. The Smart Answer To Smart Shopping
  2. 2. What, why & how would you use Smart Shopping?
  3. 3. what are they? Smart Shopping Campaigns not only show PLAs on the search network but also show dynamic remarketing ads on the Display Network, YouTube and Gmail.
  4. 4. how do they work? Google automates ad placement and bidding for maximum conversion value at your given budget Automated ad creation and placement means that ads will appear in the ad spaces where they're relevant and that your bids will be set to maximise your conversion value Smart Shopping campaigns can take priority over standard Shopping and display remarketing campaigns for the same account
  5. 5. qualification rules Before you set up a Smart Shopping campaign, you’ll need to set up conversion tracking with transaction-specific values. You need an active, verified conversion tracking tag to set up a Smart Shopping campaign You’ll also need to add a global site tag to your website and have a remarketing list of at least 100 active users associated with your account An account will need to meet the requirements for Shopping campaigns and follow the Shopping ads policies
  6. 6. performance insights On Google Search, users’ search queries and predicted intent is used to determine which product from your feed should be shown On the Display Network, ads are personalised based on user engagement with your website (If the user has previously visited and shown interest in products on your site, your product feed will be used to automatically create a relevant ad)
  7. 7. performance insights cont... In a blog post by Google, they stated that early testers saw promising results from smart shopping campaign. Brazil-based Newlentes increased revenue by 51% at a 61% higher Return on Ad Spend and Turkey-based n11.com saw 23% more revenue at a 9% higher ROAS
  8. 8. downsides Lack of control No location, device, schedule and audience targeting/optimisation available With no STQR to check, you’re completely trusting Google for relevance of ads/search terms
  9. 9. Common mistakes when transitioning from smart shopping...
  10. 10. mistake no.1 Moving away too quickly - going from one smart shopping campaign to multiple non-smart shopping campaigns at once
  11. 11. mistake no.2 The order in which you go about enabling/building out the campaigns
  12. 12. mistake no.3 Jumping from a smart bidding to manual CPC
  13. 13. The smart answer...
  14. 14. the solution... Transition away from smart shopping campaigns by using target ROAS smart bidding - don’t go from smart bidding to manual CPC Phase these across - don’t just pause your one smart shopping campaign and create multiple new campaigns and enable them at once Ensure you create new dynamic remarketing campaigns if you’re moving away from smart shopping
  15. 15. it’s worth remembering... Smart shopping campaigns not only include shopping but dynamic remarketing You can restructure everything ‘behind the scenes’ and leave campaigns paused as you gradually introduce them

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