Create a Smart Shopping campaign

Smart Shopping campaigns feature Product Shopping ads and display ads (including display remarketing ads), and use automated ad placement and bidding to promote products from a product feed across Google networks. This article explains how to create one of these campaigns. Learn more about Smart Shopping campaigns

Note: For the same products or groups of products, Smart Shopping campaigns take priority over Standard Shopping and display remarketing campaigns for the same account. It is recommended that you pause these other campaigns in order to minimise the interference on the machine learning of Smart Shopping campaigns.

Before you begin

Before you set up a Smart Shopping campaign, you’ll need to set up conversion tracking with transaction-specific values. Conversion tracking helps show you when your ads lead to sales on your website. You need an active, verified conversion tracking tag to set up a Smart Shopping campaign. Learn more about setting up conversion tracking for your website. 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 so that your ads can be used for dynamic remarketing. (If you use Google Analytics, you can link to your Google Analytics account and set up tags there, instead of using the global site tag.)


  1. Sign in to Google Ads.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New Campaign.
  4. Select Sales, Leads or Website traffic as the goal for your campaign, or choose to create a campaign without a goal's guidance.
  5. For "Campaign type", select Shopping.
  6. Select the Merchant Center account that includes the products you’d like to advertise with this campaign and the country in which these products are sold.

    Note: Each campaign can only be linked to one Merchant Center account and can only have one country of sale.
  7. For “Campaign subtype”, select Smart Shopping campaign, then click Continue.
  8. Create a name for your campaign.
  9. Set a daily budget.

    Note: When you set up a Smart Shopping campaign, it takes priority over other Standard Shopping and display remarketing campaigns for the same products. In order to retain your overall spend, it is recommended that you set a budget that is equal to the sum of those other campaigns.
  10. Bidding. By default, Smart Shopping campaigns set bids that maximise the value of your conversions within your provided daily budget.
  11. If you have a specific performance goal, add a target return on ad spend (ROAS).
  12. Choose specific products or groups of products that you’d like to advertise in your campaign. The more products you add to a single campaign, the simpler it is to manage and the better it is expected to perform. If you do not designate specific products or groups, all of your products will be eligible to appear in your ads.

    Note: Unless you have very different ROAS goals or budgets for specific products or groups of products, it is recommended to include all of your products in a single campaign.
  13. Upload assets, such as a logo, image and text, that will be used to create responsive remarketing ads for the Display Network and YouTube. Your assets will automatically be combined in various ways to create ads, and those with the highest performance will show more often. See the panel on the right for previews of how your ad might show.

    Note: These assets will be used to create ads to show to users who have visited your website, but have not yet expressed interest in a specific product. Once user interest has been indicated, relevant data will be pulled from your product feed to create an ad.

    Upload the following assets for your ads:
    1. Logo: If your logo has already been uploaded to Merchant Center, no additional action is needed. Square logos need to have an aspect ratio of exactly 1:1. Rectangular logos need to be wider than 1:1, but must not be wider than 2:1. For all logos, a transparent background is best, but only if the logo is centred. Learn more about uploading and editing logos
    2. Image: Upload a marketing image that represents your business. Choose a landscape image with a ratio of 1.91:1 that is also greater than 600 x 314 pixels. The recommended size is 1200 x 628 pixels. The file size limit is 1MB. Text may cover no more than 20% of the image. Note: To fit in some ad spaces, your image may be cropped horizontally – up to 5% on each side.
    3. Text: Add text that details your business. This text will be used in various combinations and ad formats.

      The short headline (25 characters or fewer) is the first line of your ad, and appears in tight ad spaces where the long headline doesn't fit. Short headlines may appear with or without your description.

      The long headline (90 characters or fewer) is the first line of your ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description. Note: When rendered in an ad, the long headline's length will depend on the site that it appears on. If shortened, the long headline will end with ellipses.

      The description (90 characters or fewer) adds to the headline and invites people to take action. Note: The length of the rendered description will depend on the site it appears on. If shortened, the description will end with ellipses.
    4. Final URL: Enter the URL address of the page in your website that people reach when they click your ad.
  14. Preview some of your potential ads. Since responsive ads are built to reach across almost any ad space on the Display Network, they can show in thousands of layouts.
  15. Click Save

Bear in mind

Because these Shopping campaigns use machine learning, which takes time to optimise your campaign for your specific budget, products and audience, it's recommended that you give a new campaign time to adapt before you make any changes.

Keeping your campaign active

Smart Shopping campaigns rely on a remarketing audience that's made up of people who visit your site. For your campaign to remain active, new people must continually be added to your remarketing audience. If the remarketing audience for your Smart Shopping campaign doesn’t receive any new people for 2 consecutive days, you'll receive a warning and a set of steps to resolve the issue. If it isn't resolved within 28 days, your campaign won't serve impressions until the issue is resolved.

If your Smart Shopping campaign has paused, or you've received warnings because a remarketing audience has stopped growing, you can take the following steps:

  1. Sign in to Google Ads.
  2. Click the tools icon  .
  3. Under 'Shared library', click Audience manager.
  4. Click Audience sources.
  5. Check whether any of your audience sources have critical issues.
    1. If there's a critical issue with the Google Ads tag, fix your website remarketing lists and tags.
    2. If there's a critical issue with Google Analytics, fix your Google Analytics remarketing list.

Note: If you've enabled list sharing within your MCC, you may have lost access to lists that were previously shared with you. View your audience lists using the following steps:

  1. Sign in to Google Ads.
  2. Click the tools icon  .
  3. Under 'Shared library', click Audience manager.
  4. Click Audience lists.
  5. If a list is missing, contact your MCC owner who can enable list sharing.

Related links

About Smart Shopping campaigns
About Shopping campaigns and Shopping ads 
About remarketing

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