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.

Getting started checklist

 

Google Ads Help: Get Started with Smart Shopping Campaigns

Smart Shopping campaigns link your Google Ads and Merchant Centre accounts and track ad performance and optimise bidding using conversion tracking. Here’s what you’ll want to do before you set up your Smart Shopping campaign.

Local Campaigns (Improving Account Performance)

Best practices during or after campaign setup

  • Set up conversion tracking with transaction-specific values so that you can track when your ads lead to sales on your website. To measure performance and get the best optimisation, you will need an active, verified conversion tracking tag marked as “Include in Conversions”.  Learn more about setting up conversion tracking for your website
  • Add a global site tag to your website and have a remarketing list of at least 100 active users associated with your account. This will allow your ads to be used for dynamic remarketing, which lets you personalise ads for people who have visited your website before. 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. You aren’t required to tag any non-commercial pages of your site.
You can create Smart Shopping campaigns without conversion tracking and/or remarketing lists. Campaigns will start to serve and to optimise your bids, but their spend may be limited until conversion tracking and remarketing are fully set up.

Instructions

  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 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 Centre 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 Centre 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 an average 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 average daily budget.
  11. If you have a specific performance goal, add a target return on ad spend (ROAS).

Note: Smart Shopping campaigns only use the ROAS target once the account has sufficient conversion data.

  1. 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.
  2. 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:
    • Logo: If your logo has already been uploaded to Merchant Centre, 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.
    • 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 1 MB. 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.
    • 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. The length of the long headline when rendered 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. The length of the rendered description will depend on the site that it appears on. If shortened, the description will end with ellipses.
    • Final URL: Enter the URL address of the page in your website that people reach when they click your ad.
  3. Optional: Click the plus button then click on videos below “Images and Logos”.
  4. 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.
  5. 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.

Maximise your coverage

Smart Shopping campaigns automatically use audience lists that you’ve added to Google Ads. These lists do not need to be manually added to your campaigns. Simply add audience lists to your Google Ads account, and Google will automatically use them for your Smart Shopping campaigns.

It’s recommended that you maximise the performance of your Smart Shopping campaigns by using all available remarketing audiences, including those that are made up of people who visit your site (pixel based lists), users of your app (device ID lists), users who have shared their email addresses (Customer Match) and users from your CRM (UserID lists). Ideally, new people are continually added to these lists. 

Following these best practices will help ensure that you have the best ad coverage. Insufficient remarketing data may limit your ad spend.

If your Smart Shopping campaign is flagged as "misconfigured" due to issues with remarketing tags, you can take the following steps: Sign in to Google Ads.

  1. Click the tools icon
  2. Under "Shared library", click Audience manager.
  3. Click Audience sources.
  4. Check if 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 have enabled list sharing within your Google Ads manager account, 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 manager account owner who can enable list sharing.

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