Smart Shopping campaign asset best practices

Most Smart Shopping and Local campaigns have upgraded to Performance Max, 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 more.

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.

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

Best practices for logos within Smart Shopping Campaigns infographic

Note: If you don’t provide a logo, your business name will be used instead.


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.


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.

Video specs for Smart Shopping campaign ads

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.


Best practices for headlines for Smart Sopping Campaigns


  • Short headlines will be the first line of your ad for ads spaces in which the long headline doesn’t fit.
  • Long headlines will be the first line of your ad for ads spaces in which the long headline fits. 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
  • 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). You can preview your uploaded ads on your campaign's ad preview.

Note: Using custom HTML5 display ads may limit your reach on the Google Display Network because they can't run in native ad slots. For best performance, Google will continue to generate ads on its owned and operated properties, including Gmail and YouTube.

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