Introduction

With emarketing you can run Google's most sophisticated Shopping campaign type, the Google Smart Shopping Campaign (SSC).

SSC are based on machine learning algorithms. All click prices, ad targeting and platforms for displaying your ads (Google search, Google search and display network, Google image search, YouTube) are managed automatically.

SSC are optimized for maximizing ROAS (Return-on-Advertising-Spend; factor describing how much revenue is generated by your ad spend. E.g.: A ROAS of 10 means that your campaign generated €10.- revenue by spending €1.- for displaying ads).

Running a SSC means that you do not have to worry about campaign settings anymore. You just have to upload your products to Google, create the SSC, set your daily budget and watch conversions come in.

Another advantage over classic Shopping campaigns is the inclusion of Remarketing, your SSC will automatically deliver Remarketing Ads for your products, there's no need to setup and manage separate Remarketing campaigns anymore.

Compared to setting up a SSC in Google Ads, the emarketing approach offers some major advantages:

  • Use emarketing's Filter Set feature for selection of products to be advertised by your SSC.
  • Besides standard attributes used for filtering products (e.g. brand / manufacturer, product type etc.) emarketing offers smart filtering.
  • Smart filters use product level performance data. E.g.: You could define a filter exluding products when they reach a user defined number of ad clicks without converting, thus focussing your valuable ad spend budget on converting products.
  • Smart filters can also include data from emarketing's price comparison: emarketing offers a unique price crawler. Based on your products GTINs (UPC, JAN, EAN, ISBN) emarketing provides your competitors prices on Google Shopping and Amazon. That pricing information can be used for smart filtering. You can choose to include only those products in your campaign which you offer at the best price point.

NOTE: You can setup a SSC as soon as you have connected emarketing to Google Ads and Merchant Center (described here if you use your existing Google Ads account or here if you want emarketing to create a new Google Ads account for you). 

Keep in mind that you must have approved products in your Google Merchant Center before the campaign will start delivering ads. If you did not import/upload your products yet, click here to learn how to do this. 

Before your SSC can start delivering ads, you must have at least 100 users on your Remarketing list in Google Ads. In case you are using an emarketing plugin for your shop system the remarketing tags required to fill that list were installed automatically to your webshop. If you do not use an emarketing plugin, please make sure Google Global Site Tag, Google Remarketing Tags and Google Ads Conversion Tracking (including real basket values for conversions) were setup properly, otherwise your SSC will not work.

As soon as you have setup and activated your first SSC through emarketing, your product data will be refreshed automatically once within 24 hours.

Setting up your first Google Smart Shopping Campaign

  • In your emarketing account, click Platforms -> Google Ads:
  • At the top-right corner, click Create Campaign:
  • Configure your campaign: 

Product Selection

  • Advertise all products int this campaign: Select this option if you would like to advertise all of your products.
  • Choose Product Group: Select this option if you would like to advertise only a selection of your products. After selecting this option, all product groups available in your account will be shown. You can choose from pre-defined product groups as well as you can choose a custom product group you created before through the Tools -> Product Groups menu (click here to learn more about product groups).
  • Name: Enter any name for your campaign. 
  • Daily budget : Set your maximum daily ad spend budget for the campaign.
    NOTE: The daily budget is the maximum amount that will be spend by your campaign per day. Google's smart algorithms will handle the daily ad spend adaptively. The campaign might not spend the full amount on days where Google calculates a low probability for conversions. On days where Google assumes a good conversion rate, the daily ad spend can exceed the daily budget set. Google will never overcharge you, at the end of a month the maximum ad spend will be 30,4 x daily budget.
  • Activate Robot: This is the default setting for automated campaign optimization. In case you would like to set a target ROAS for your campaign manually, uncheck this option and enter the ROAS your campaign should reach.
    NOTE: ROAS = Return on Advertising Spend, factor describing how much revenue a campaign should generate in relation to AdSpend. A ROAS of 5 means that $1.- adspend should generate a revenue of $5.-. For new campaigns you should not set a target ROAS, as the campaign has to learn from the incoming data. Please allow your campaign to run at least for three weeks until you set a target ROAS. When setting a target ROAS, use a value that's only slightly higher than the current ROAS. E.g.: After three weeks your campaign reached a ROAS of 4. Raise the value by 1, so ypur new target ROAS is 5. Wait for two weeks and then check if your campaign was able to reach the target ROAS. Also check if overall revenue has increased. If both applies, you might want to raise again by 1. Repeat this until the campaign will not hit your new target ROAS anymore or your revenue will start to stagnat or decrease. If your target ROAS is set too high, the campaign won't be able to deliver ads anymore.
  • Click Create Campaign

Edit / Activate / Deactivate / Delete campaigns

  • Click Platforms -> Google Ads.
  • Scroll down to emarketing campaigns.
  • Click the campaign box you want to edit.
  • Make your changes and click Save Changes.
  • To delete a campaign, click the burger menu icon, select Delete Campaign and confirm the security request:

Monitor your campaigns

Campaigns created through emarketing will be shown in Platforms -> Google Ads at the bottom of the page:

The KPI shown in each box refer to that campaign and will cover the last 30 days:

  • Daily budget: Maximum daily budget set for the campaign
  • Costs: Budget spent by that campaign
  • Revenue: Revenue generated by that campaign
  • ROAS: Return on advertising spend for that campaign
  • Conversions: Number of purchases generated by that campaign
  • # Products: Number of products in that campaign with at least one ad click.
  • Product Group selected for the campaign is indicated by this icon, followed by the name of the Product Group:

NOTE: Performance data will be shown as soon as that data becomes available in Google Ads. After creating the campaign it will take some hours until it starts delivering ads. Dependent on the number of visitors in your webshop it might take some days until the required number of 100 users in your Remarketing list has been reached. If your campaign does not start delivering ads within one week after activating it, please contact our support staff.

Setting up additional Smart Shopping Campaigns for the same target country

With emarketing you can setup multiple Smart Shopping campagins targeting the same country. This can be useful if you would like to run separate campaigns for different brands, or campaigns containing your best selling products only, seasonal campaigns etc.

For setting up additional campagins repeat the steps described above (Setting up your first Google Smart Shopping Campaign).

NOTE: If you want to run multiple campaigns in the same target country, make sure each campaign has its own and individual selection of products. Each product should be included in one campaign only. The set of products contained in a campaign is defined by the Product Group selected in campaign setup.

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