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Listen "Which Google Smart Shopping Campaign Structure Strategy Works Best?"
Episode Synopsis
The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube
I know what you are about to say and I've seen you guys, the way you structure your campaigns, and the way you go about it. So, I won't steal your thunder. Okay, awesome. Smart shopping with the analogy that I'll offer people is everybody views Google as driving a Formula One race car and I think that has been true in the past. You know, I mean, you look at the dashboard and it's just like, oh my goodness, there are so many things supposed to do.
Smart shopping and most new automated biddings, you know, like you take dynamic search ads, for instance, most of the mechanisms that rely on the machine, you have to change your paradigm. You're not driving a Formula One race car anymore.
You're now sailing a boat and when you sail a boat, you know, you may one minor decision and you start to see the shift and then you have to sometimes adjust or correct or whatever and then more importantly it's not just sailing the boat that's important it's everything on the paraphysis you know it's making sure that you've got like your life jackets and all that stuff you know set off to the side there's a bunch of things on the outer edge you've mapped your course you know what the weather's like so it forces you to look at things that Google Ads managers aren't used to looking at I'll be really specific here a couple of notes when you're setting up your smart shopping campaign, you wanna make sure you're running standard shopping alongside smart shopping. Google says not to do this, that's wrong.
You need standard shopping because standard shopping is going to feed smart shopping. Now, smart shopping will begin to take away from standard shopping, that's okay. So, don't worry, if you see your standard shopping campaign dip down, that's what's supposed to happen. But your standard shopping campaign is going to feed your smart shopping campaign. At the same time, you wanna make sure that you're also running a dynamic remarketing campaign.
Google says not to do that either and the reason for that is because your dynamic remarketing campaign is gonna get no play but what's interesting is and I don't know why this is and I'm hopeful that Google fixes these dynamic remarketing campaigns capture users better than smart shopping campaigns do. So, if you run a dynamic remarketing campaign, your remarketing audience gets bigger and then the smart shopping campaign looks over and goes, oh, I'll take those. Thank you very much. So, running dynamic remarketing gets you zero impressions and you would assume, oh this isn't working but if you don't run it, then your remarketing audience gets much smaller, and smart shopping is a heavy, heavy, heavy, heavy remarketing display-based network.
So, it's critically important that you have some of those pieces and then you also wanna do all the things that you would normally do and you know, run a brand campaign, run a competitor campaign, run Facebook ads, like anything organic traffic, YouTube, anything that you can do to feed the search algorithm. We have clients that run Facebook at a loss because the loss in Facebook gives such an up-taking conversion in Google that it ends up making sense.
I know what you are about to say and I've seen you guys, the way you structure your campaigns, and the way you go about it. So, I won't steal your thunder. Okay, awesome. Smart shopping with the analogy that I'll offer people is everybody views Google as driving a Formula One race car and I think that has been true in the past. You know, I mean, you look at the dashboard and it's just like, oh my goodness, there are so many things supposed to do.
Smart shopping and most new automated biddings, you know, like you take dynamic search ads, for instance, most of the mechanisms that rely on the machine, you have to change your paradigm. You're not driving a Formula One race car anymore.
You're now sailing a boat and when you sail a boat, you know, you may one minor decision and you start to see the shift and then you have to sometimes adjust or correct or whatever and then more importantly it's not just sailing the boat that's important it's everything on the paraphysis you know it's making sure that you've got like your life jackets and all that stuff you know set off to the side there's a bunch of things on the outer edge you've mapped your course you know what the weather's like so it forces you to look at things that Google Ads managers aren't used to looking at I'll be really specific here a couple of notes when you're setting up your smart shopping campaign, you wanna make sure you're running standard shopping alongside smart shopping. Google says not to do this, that's wrong.
You need standard shopping because standard shopping is going to feed smart shopping. Now, smart shopping will begin to take away from standard shopping, that's okay. So, don't worry, if you see your standard shopping campaign dip down, that's what's supposed to happen. But your standard shopping campaign is going to feed your smart shopping campaign. At the same time, you wanna make sure that you're also running a dynamic remarketing campaign.
Google says not to do that either and the reason for that is because your dynamic remarketing campaign is gonna get no play but what's interesting is and I don't know why this is and I'm hopeful that Google fixes these dynamic remarketing campaigns capture users better than smart shopping campaigns do. So, if you run a dynamic remarketing campaign, your remarketing audience gets bigger and then the smart shopping campaign looks over and goes, oh, I'll take those. Thank you very much. So, running dynamic remarketing gets you zero impressions and you would assume, oh this isn't working but if you don't run it, then your remarketing audience gets much smaller, and smart shopping is a heavy, heavy, heavy, heavy remarketing display-based network.
So, it's critically important that you have some of those pieces and then you also wanna do all the things that you would normally do and you know, run a brand campaign, run a competitor campaign, run Facebook ads, like anything organic traffic, YouTube, anything that you can do to feed the search algorithm. We have clients that run Facebook at a loss because the loss in Facebook gives such an up-taking conversion in Google that it ends up making sense.
In God we trust