Create a Smart Shopping campaign

All existing vehicle ads Smart Shopping campaigns will be upgraded to Performance Max by September 2023, bringing you additional inventory and formats to reach new customers. Accounts in which all campaigns have been upgraded are no longer able to create new Smart Shopping campaigns. Learn how to create a Performance Max campaign.

A Smart Shopping campaign pulls product data from a feed and uses it to create Shopping ads specifically designed for your customers using Google AI. Then, the campaign intelligently places these ads across different Google surfaces using bidding strategies that you choose.

This article explains how to create a Smart Shopping campaign.

Before you begin

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Before you can launch a Smart Shopping campaign, you’ll need to set up these things:

You should also review the Shopping ads policies that govern what retailers can and can’t show in a Shopping ad.

Additionally, we recommend pausing any Shopping or display remarketing campaigns that you’re running for the products that you want to advertise with a Smart Shopping campaign. If they’re running at the same time, these campaigns could interfere with Google AI, which Smart Shopping campaigns use to display and optimise your ads.

Instructions

 

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.

 

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down in the section menu.
  3. Click Campaigns.
  4. Click the plus button , then select New Campaign.
  5. Select Sales as the goal for your campaign, or choose to create a campaign without a goal's guidance. Learn more about campaign goals
  6. For 'Campaign type', select Shopping.
  7. Click Continue.
  8. 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 target country or feed label.
  9. For 'Campaign subtype, select Smart Shopping campaign, then click Continue.
  10. Create a name for your campaign.
  11. Set your bidding and bid strategy.
    • By default, Smart Shopping campaigns set bids that maximise the value of your conversions within your provided average daily budget.
  12. If you have a specific performance goal, add a target return on ad spend (ROAS). The campaign will use it once it has enough conversion data.
  13. Set an average daily budget.
Note: A Smart Shopping campaign takes priority over other Shopping and display remarketing campaigns for the same products. We recommend that you set a budget equal to the sum of those other campaigns to retain your overall spend.
  1. Choose specific products or groups of products that you’d like to advertise in your campaign. If you don’t specify products, your entire feed will be eligible to appear in your ads. This could reduce their specificity and worsen their performance.
  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. Learn about Smart Shopping asset management and best practices
  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.

Smart shopping campaigns use Google AI, which takes time to optimise your campaign for your specific budget, products and audience. For that reason, we recommend that you give a new campaign time to adapt and optimise before making any changes.

Next steps

Once you’ve set up your Smart Shopping campaign, there are things that you can do to maximise its performance. Learn more about optimising a Smart Shopping campaign

Try these steps first:

  • 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 the Google tag to your website and have a remarketing list of at least 100 active users and a new user in the last two days 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 Google tag. You aren’t required to tag any non-commercial pages of your site.
Note: 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.

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