These slides were presented at the SEMrush webinar "The Smart Answer To Smart Shopping". Video replay and transcript are available at https://www.semrush.com/webinars/the-smart-answer-to-smart-shopping/

1. The Smart Answer To Smart
Shopping

2. What, why & how would you use Smart
Shopping?

3. what are they?
Smart Shopping Campaigns not only show PLAs on the search network but
also show dynamic remarketing ads on the Display Network, YouTube and
Gmail.

4. how do they work?
Google automates ad placement and bidding for maximum conversion
value at your given budget
Automated ad creation and placement means that ads will appear in
the ad spaces where they're relevant and that your bids will be set to
maximise your conversion value
Smart Shopping campaigns can take priority over standard Shopping
and display remarketing campaigns for the same account

5. qualification rules
Before you set up a Smart Shopping campaign, you’ll need to set up
conversion tracking with transaction-specific values. You need an active,
verified conversion tracking tag to set up a Smart Shopping campaign
You’ll also need to add a global site tag to your website and have a
remarketing list of at least 100 active users associated with your account
An account will need to meet the requirements for Shopping campaigns and
follow the Shopping ads policies

6. performance insights
On Google Search, users’ search queries and predicted intent is used to
determine which product from your feed should be shown
On the Display Network, ads are personalised based on user engagement
with your website (If the user has previously visited and shown interest in
products on your site, your product feed will be used to automatically create
a relevant ad)

7. performance insights cont...
In a blog post by Google, they stated that early testers saw promising
results from smart shopping campaign.
Brazil-based Newlentes increased revenue by 51% at a 61% higher Return
on Ad Spend and Turkey-based n11.com saw 23% more revenue at a 9%
higher ROAS

8. downsides
Lack of control
No location, device, schedule and audience targeting/optimisation available
With no STQR to check, you’re completely trusting Google for relevance of
ads/search terms

9. Common mistakes when transitioning from
smart shopping...

10. mistake no.1
Moving away too quickly - going from one smart shopping campaign to
multiple non-smart shopping campaigns at once

11. mistake no.2
The order in which you go about enabling/building out the campaigns

12. mistake no.3
Jumping from a smart bidding to manual CPC

13. The smart answer...

14. the solution...
Transition away from smart shopping campaigns by using target ROAS
smart bidding - don’t go from smart bidding to manual CPC
Phase these across - don’t just pause your one smart shopping campaign
and create multiple new campaigns and enable them at once
Ensure you create new dynamic remarketing campaigns if you’re moving
away from smart shopping

15. it’s worth remembering...
Smart shopping campaigns not only include shopping but dynamic
remarketing
You can restructure everything ‘behind the scenes’ and leave campaigns
paused as you gradually introduce them