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Don’t Know How to Optimize Your Smart Shopping Campaign? It’s Easier Than You Think!
A Smart Shopping campaign is like letting Google ride the wave for you. Unless you’re changing the budget or bidding strategy, you shouldn’t be worrying about changing many settings in your campaign. Optimizing your Smart Shopping campaign depends on finding the balance between what you want from your eCommerce strategy and the management of your campaign.
This type of campaign is already relatively running on its own. Still, you have to make mini tweaks for optimal results.
Surf’s up!
What Kind of Optimization Scenarios Am I Looking At?
You might be checking out your Smart Shopping campaign and seeing only part of your products performing well while the rest aren’t. The best course of action is to separate top-performing products from the rest and into another Smart Shopping campaign. This way, you make sure that each campaign will focus on similar products. The better organized your products are, the better your Smart Shopping campaigns will perform.
This first optimization scenario revolves around the different price ranges within your product inventory and how you’ll divide them into separate Smart Shopping campaigns. You want Google to work efficiently and to do so your product grouping needs to be aligned with your campaign goals.
Another optimization scenario you may encounter is ad placement. In this case, you’re going to optimize by controlling where your ads will show. You should apply a placement exclusion to guarantee your ads won’t display on unwanted websites. You can’t, however, exclude at a more specific level, but at least the general placement can be selected by tweaking your settings. Placement exclusions can be performed at both the campaign and account levels.
Improving your Smart Shopping campaign will also rely on your Target ROAS bidding strategy. Target ROAS is another setting you have control over. You should set the target when you’re first setting up your Smart Shopping campaign.
Keep the Wave-Riding Smooth
Always double-check your products and product groups. Evaluating your products is crucial to how you manage your campaign performance. Update your products within your Smart Shopping campaign regularly. For example, if you have a Smart Shopping campaign that includes your top 50 best-selling products. You should refresh your product list every 15 days. Keeping your products up to date will ensure you’re advertising based on what’s trending in the market.
Consider the following when adding new products:
- Will they have a high traffic volume?
- Will they have a high conversion rate?
- Are they more likely to sell at this time of the year?
If you’ve answered yes to at least one of these questions, then adding new products to your Smart Shopping campaign is a must.
Think of a hypothetical eCommerce campaign that will be adding new barbecue spatulas for the summer. There will be high demand for these new products. If these spatulas were added during the winter, they wouldn’t sell as much.
Optimizing Smart Shopping is all about maximizing profitability across your products.
Wrapping Up
Time and money are the key ingredients for a smooth-running Smart Shopping campaign.
Your Smart Shopping campaign is like a flower. You want it to grow so that it can take care of itself. All you need to do is water and trim it from time to time. Eventually, the seed will sprout to be strong and independent. Your Smart Shopping will bloom and upkeep will be quick and easy.
Knowing how to optimize your Smart Shopping campaign will simplify how you manage it. Remember Google is doing all the heavy-lifting and it should only take a few moments of your time to make the adjustments you want.
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