Smart Shopping campaign asset best practices

Smart Shopping campaigns feature Product Shopping ads, Local Inventory ads, and display responsive ads (including dynamic remarketing and dynamic prospecting), which are eligible to appear on the Google Search Network, Display Network, YouTube, and Gmail.

Automated ad creation and placement means that your ads will appear in the ad spaces where they're relevant and that your bids will be set to maximize your conversion value.

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 personalized based on user engagement with your website. For example, 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.

Logos

Best practices for logos within Smart Shopping Campaigns infographic

If your logo has already been uploaded to Merchant Center, no additional action is needed. Here are some best practices for your logo images.

  • You can use copyright symbols in your logos.
  • White space or padding should be 1/16th of the logo size.
  • Avoid using small text and keep the design simple.
  • For best rendering and to allow Google to use them in the best places, upload both square and landscape logo sizes.
  • A transparent background is best, but only if the logo is centered.
  • Keep in mind that the file size limit is 5MB.

Best practices for square logos:

  • Logos should have a 1:1 ratio.
  • Use good quality social media 1:1 brand logos. Your company name will appear beside these logos in nearly every ad space.
  • The recommended size for the square logo is 1200 x 1200.
  • If you choose the upload option, keep in mind that your logo should be square and should be 128 x 128 or greater.

Best practices for landscape logos:

  • Must be wider than 1:1, but must not be wider than 2:1.
Note: If you don’t provide a logo, your business name will be used instead.

Images

Best practices for images in Smart Shopping Campaigns

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.

To fit in some ad spaces, your image may be cropped horizontally, up to 5% on each side.

Videos

Display advertiser-provided and auto-generated video creation

Use video ads to reach more potential customers in more places. To get started, upload videos you’d like to use in your Smart Shopping campaigns to YouTube. Then include the link to these videos in your ads during ad creation. YouTube video links are the only links permitted for these ads.

Video specs for Smart Shopping campaign ads

  •   Recommended video length: 30 seconds or less
  •   Recommended aspect ratio: 16:9, 1:1, 4:3, 9:16
If you don’t include videos to your Smart Shopping campaigns, then Google can auto-generate videos for you using combinations of your headlines, logo, company name, and assets from your feeds. These videos are eligible to show on various placements in apps and increase your ads reach. 

Headlines

Best practices for headlines for Smart Sopping Campaigns

  • Short headlines should be 25 characters or fewer and will be the first line of your ad for ads spaces in which the long headline doesn’t fit.
  • Short headline best practices:
    • Be specific about your offer. For example, “30% off all school supplies” is better than “30% off”.
    • Avoid overhyping your offer. Using ALL CAPS and excessive punctuation may turn off users.
    • Avoid repetition. Promotional text should never repeat your brand name.
    • Use messaging that is most relevant and attractive. For example, new product announcements, sweepstakes, in-store deals, and flash sales.
    • Use sales or price-related promotions, as ads that use these tend to perform better than a company slogan.
    • Don’t punctuate the end of short headlines.
    • Don’t use the exact same text in a headline and description.
    • Don’t use your business name as a short headline.
  • Long headlines should be 90 characters or fewer and is the first line of your ad for ad spaces large enough to include a long headline. They may appear with or without your description. When rendered in an ad, the long headline's length will depend on the site it appears on. If shortened, the long headline will end with ellipses.

Additional best practices for assets in your Google Merchant Center feed

  • Description text in feeds: We include the description text from feeds in single product creatives when there is space in your ad. Here are some best practices for the description text:
    • Additional best practices for Merchant Center assets
      • Add the most important product information first, as rendering is often truncated after 4-lines of text.
      • Tell a story, use brand voice, and highlight important product features not captured in the title.
      • Avoid starting descriptions with SEO-optimized phrases, collections of keywords, or filler sentences. For example “Really great quality…”, “A must have…”, and “A very good service…”.
  • Ensure your company name is spelled and capitalized correctly, as your ad will contain exactly what you provide.

Custom HTML5 display ads

If your Smart Shopping display ads must strictly align with brand guidelines, you can use custom HTML5 ads (view the video guide on creating HTML5 ads), which can require developer support. These uploaded dynamic ads can more strictly adhere to branding while dynamically displaying different products to different audiences. (Learn about dynamic remarketing and creating ads for dynamic remarketing). If you're using custom HTML5 display creatives, Google will not generate other ads for your campaign. You can preview your uploaded ads on your campaign's ad preview.

Note: Using HTML5 ads with custom assets may limit your reach on the Google Display Network because they can't be used in native ad slots.

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