You may already know that Google Shopping campaigns are a great way to increase your sales. The premise is revolutionary yet simple: Google promotes your products directly to high intent shoppers who are likely to make purchases at your store.
Being a newer feature of Google retail, ecommerce experts would say that Smart Shopping campaigns are even more effective than standard Google Shopping campaigns.
They utilize Google's AI and machine-learning technology to most effectively place advertisements for your products.
By doing so, the Google Shopping experience for your customers is optimized so that your campaign achieves the best results over time.
Below, we’ll discuss how Google Smart Shopping campaigns are and how they're distinct from standard Shopping.
What are Smart Shopping campaigns?
So what is Smart Shopping, and who can benefit from it?
Anyone with a Google Merchant account can use this service and benefit from it.
Explaining a Google Smart Shopping campaign can be a bit more complex.
Google Smart Shopping campaigns use machine-learning technology to study data sets over time and allows it to predict which customers will buy your products and when. In layman's terms, this means that Google's artificial intelligence optimizes your advertising efforts for you. It then advertises to those targeted customers at precisely the right time, resulting in increased sales conversions for your store.
In short, Google Smart Shopping masters the study of online shoppers and their buying patterns.
So what makes smart Shopping campaigns different from standard Shopping?
Standard Shopping vs. Smart Shopping campaigns
There are a few important distinctions between Smart Shopping and standard shopping campaigns.
The main one is the level of control that you, as the retailer, have over your advertising spend.
With traditional Google Shopping campaigns, retailers set their own maximum cost-per-click, or CPC, on a product level.
This means that for each item in a product feed, the ecommerce store owner has the power to set an individualized advertising strategy.
This is not the case with Smart Shopping campaigns.
When you enable Smart Shopping, you hand over control of your advertising decisions and strategy to Google's AI.
Rather than setting maximum CPC's, you'll be bidding toward an overall strategy with your Smart Shopping campaign (e.g. a target return on advertising spend).
Entrusting control to Google can be difficult for some retailers. But you can take comfort knowing that Smart Shopping has been proven to optimize campaigns so well that you get the best ROAS over time.
Keep in mind that time is the operative word here.
Success with Smart Shopping campaigns doesn't happen overnight. Let me repeat. Smart Shopping Campaigns are not a magic bullet, and the results are not instant, so you need to be willing to give the campaign time to do its job.
To achieve the best results, Google will either need to utilize past conversion data or aggregate new data from your store over a period of several months. This means that it usually requires at least a full month for it to begin "learning" your store's data before being considered optimized.
When are Smart Shopping campaigns the wrong strategy?
Most ecommerce experts will tell you that, over time, Smart Shopping campaign results beat those of standard Shopping across the board. According to Google, businesses running Smart Shopping campaigns have over 20% more conversion value compared to those running standard shopping campaigns at a similar value.
There are certain scenarios, however, in which you might be better off opting for a traditional Shopping campaign.
They are as follows:
Tips to make the most of your Smart Shopping campaigns
If you're still reading, then you're probably already sold on the benefits of Smart Shopping campaigns — and for good reason. These campaigns have been proven time and again to deliver results with Google Shopping optimization.
Unfortunately, the online success for your business depends on more than setting up a Smart Shopping campaign strategy and kicking your feet up.
You’ll need to take several steps with your Google Merchant Account right now to make the most of your next Smart Shopping campaign.
Take the Guesswork Out of Setting up Google Smart Shopping campaigns with Kliken.
With Google Shopping powered by Kliken, you can start taking advantage of the amazing benefits of Smart Shopping campaigns almost immediately.
And whether you’re just starting out or you want to take your existing ecommerce business to the next level, Kliken is here to help.
We make the process of syncing your store with the Google Shopping & Ads platforms seamless. So you can start running Google Smart Shopping campaigns almost immediately — we'll deal with the onboarding headaches.
There are many different advertising options available in the world of ecommerce, and Kliken has solutions for them all.
But regardless of your individual goals, Google Shopping & Ads powered by Kliken can help you to meet them. We'll handle your Google Merchant account set up while you get started prepping for your next Smart Shopping campaign.
As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Its proven marketing solutions can help you to unleash the potential of your ecommerce business.
Learn more about how customers use Kliken to grow their businesses online here.
Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.