About Smart Shopping campaigns

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

How it works

With Smart Shopping campaigns, your existing product feed and assets are combined with Google’s machine learning to show a variety of ads across networks. Our systems will pull from your product feed and test different combinations of the image and text you provide, then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube and Gmail. In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces that the CSS has opted in to.

To help you get the best value from each ad, Google also automates ad placement and bidding for maximum conversion value at your given budget.

You can create up to 100 enabled or paused Smart Shopping campaigns in your Google Ads account. In order to maximise performance, Google recommends that you consolidate your Smart Shopping campaigns and only create separate campaigns when necessary due to business requirements (e.g. different ROAS goals for different parts of your product inventory).

General requirements

Any customer with just a merchant centre feed can create a Smart Shopping campaign and start serving ads benefitting from Smart Shopping performance. To get the full benefit of Smart Shopping campaigns when it comes to performance and making your ads visible in more places, set up conversion tracking and a remarketing audience. Without either of these, your campaigns may be limited in spend. Learn more about requirements in the getting started list for campaign creation.

Remarketing

It’s best practice to use remarketing lists with your Smart Shopping campaigns and continually add new people to those lists. To ensure best coverage for your ads, it’s important to have more than 100 active users or visitors within the last 30 days.

Conversions

Smart Shopping campaigns use conversion tracking of events such as online purchases (preferred source of conversion events), signups, purchases from phone calls and shop visits. They automatically maximise conversion value for the daily budget that you set. Learn more about optimising Smart Shopping campaigns.

You can create Smart Shopping campaigns without conversion tracking, but your campaigns may be limited in spend.
Note: You can run existing Smart Shopping campaigns without meeting conversion tracking or remarketing requirements, but their ability to spend may be limited.

Ads types

Smart Shopping campaigns feature Product Shopping ads, Local Inventory ads and display ads (including dynamic remarketing and dynamic prospecting), which are eligible to appear on the Google Search Network, Display Network, YouTube and Gmail. Learn more about ad types and format requirements.

Campaign reporting

Conversion value and ROAS reporting help you to evaluate your campaign’s performance. You can also see predefined reports segmented by specific product attributes, such as category, product type and custom label by clicking the reporting icon at the top of the page and selecting Predefined reports (Dimensions), then Shopping. Click the report that you’d like to see from the Shopping drop-down menu.

Typical reporting, like clicks, conversions and impressions, is also available.

Note: While Smart Shopping campaigns will appear on the Display Network, view-through conversion reporting is not available for Shopping campaigns.

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