Google introduced Smart Shopping Campaigns to simplify campaign management. The campaign combines both Standard Shopping and display remarketing campaigns, as well as automated bidding and ad placement to deliver ads across the Google ecosystem.
Through automation and machine learning, Google will pull from a product feed and test different combinations of the image and text provided, then show the most relevant ads across its networks.
The goal of Smart Shopping Campaigns is to maximize conversion value, drive sales, and expand reach. Sounds promising; however, do these campaigns make feed optimization obsolete?
In short, what Smart Shopping Campaigns do is automate most of your day-to-day bid management.
They still rely on an optimized feed, so everything that a feed management platform handles in terms of feed optimization is still critical.
If you are missing search terms that people are searching for, you either won’t show, or you will have to bid higher (manual or automated) to show up.
What about custom labels? With Smart Shopping Campaigns, you can and should still use custom labels to set budgets and ROAS targets for specific product sets.
For example, if you have price bucket custom labels, you can set the ROAS targets to be higher for high priced buckets, and lower for the low-priced bucket.
Our recommendation is to excel at feed optimization regardless of how you are doing your campaign management. Test specific optimizations to see if you can improve performance. Key learnings can come out of testing and trial-and-error, but above all else, continue with feed optimization.
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Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.