Smart shopping helps you in many ways to grow your business. It enables you to target all aspects, but there are a few drawbacks, such as not enough control over the entire smart shopping campaign.
So, how do you run a smart shopping campaign, and what are the pros and cons of it? Let’s find out about it in this article.
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How Do You Run a Smart Shopping Campaign?
Let’s understand smart shopping in the context of a football game. There are 11 players, and the goalkeeper has to forward the ball to other team members so they can pass it to the striker for them to score a goal.
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Smart shopping works pretty much like this, where it allows the other campaigns to increase their overall efficiency. It distinguishes itself from the standard shopping campaigns by simplifying the ad delivery to achieve the advertiser’s main objective, which is the ROI target.
Google’s algorithm and machine learning process decide on serving your ads in the right manner, placing bids, and choosing the audiences to target. It will use the following items to do so:
- Budget
- Campaign objective
- Country settings
- Product feed
Benefits of Smart Shipping
Just like every other thing, smart shopping comes with its set of pros and cons. Let’s go over the pros first to understand what it offers to its users:
- Smart shopping takes advantage of machine learning to put out the most appropriate combinations of graphic and textual assets for yielding the maximum ROI
- You can use it for streamlining the entire campaign management since Google handles all the things for you, and that is why you won’t require a lot of resources for handling your campaign.
- Also, using the machine learning capabilities that Google has, you can now process huge amounts of data and do other tasks in no time, which is something quite challenging to achieve using human skills.
Drawbacks of Smart Shopping
While smart shopping gives us some amazing benefits, there are a few drawbacks that you need to look at:
- It does not allow to add negatives, which means you can’t filter out the inappropriate or low intent search keywords
- You cannot attribute the progress of your search, YouTube, and display since all of them are combined. As a result, it makes it difficult for you to understand which placement is driving the best results and is playing a key role in the conversion funnel.
- There is a lack of control over your products since Google will suggest marketers target all the items in a single campaign that it will handle. Therefore, it won’t take into account certain things and will consider all the products in the same way.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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