Google's Smart Shopping campaigns: How smart are they really?

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Google is testing and establishing new ad formats and other Google Ads gimmicks so rapidly that I sometimes rub my eyes.

Do you feel this way sometimes?

The good:

Google is extremely focused on increasing automation. Ultimately, these innovations are intended to help SEA managers.

Automated – dynamic – smart:

What may at first sound laissez-faire and unkind should and can open up opportunities for us to benefit from machine learning and thus run more efficient Google Ads campaigns.

At the same time, the search engine naturally wants to enhance the user experience during online research or other situations involving Google products.

Whether this will be the case in practice remains to be seen. Some formats, such as responsive search ads, are still in beta and therefore won't be fully developed yet.

However, it's always worth staying up to date on new campaign formats and kazakhstan phone number data understanding their current and future potential. Otherwise, the ravages of time may also erode your ads and your competitiveness in the future.

One such format designed to reduce complexity and effort is Google’s Smart Formats – such as Smart Shopping campaigns:

In this article, I will explore this relatively new format and present its advantages and disadvantages as well as its technical requirements.

What's new, Google?
Admittedly, Smart Shopping campaigns aren't entirely new. After all, they were already rolled out in 2018. However, as a further development, or "big brother," of common shopping and display campaigns, the format is certainly new.

What exactly are Smart Shopping campaigns, which are also called “Universal Shopping Campaigns” because of the way they work?

This is a subtype of a regular shopping campaign.

Smart Shopping campaigns combine shopping and display remarketing. Instead of setting up two separate campaigns for each of these ad networks, you only need one.

Further benefit:

Behind this is Google Smart Bidding, or machine learning by Google. A performance that you obviously couldn't easily achieve manually – assuming Google's algorithm is actually up to scratch.