Note: This feature is currently in closed Beta. If you'd like to be one of the first to try this feature, please contact Support or your CSM to be whitelisted.
If and when you get whitelisted for this feature, here are some pre-requisites to keep in mind,
- As of now, we strongly suggest users have the credentials and access to both their Google Ads and Google Merchant Center(GMC) accounts. This ensures that the synchronization is done properly, without any errors.
- Creating Smart Shopping Campaigns on ROI Hunter presents an advantage. You can create Product Groups based on performance metrics from Google Analytics, Shopping Insights and of course, Facebook. We will need to pair your GMC catalog with your Facebook catalog, to display those metrics. At this time, this process is manually done from our side while our team is working on an option for users to do it themselves within the product.
What are Smart Shopping Campaigns?
Smart Shopping Campaigns are basically a combination of Standard Shopping Campaigns (where all settings can be controlled) and Dynamic Remarketing. This means that Google is able to automate the Bidding, Targeting and Placements of these ads across the entire Google Network for advertisers.
While other automated campaigns, like Smart Display campaigns, or smart bidding strategies like Target CPA, aim at conversions, the new 'maximize conversion value' bidding aims at revenue. This is exactly why Smart Shopping campaigns have just two goals - Maximizing conversions/conversion value and Target ROAS.
Once set up, Google, uses its unique machine learning algorithms to do all the heavy lifting of determining the products to surface based on the search terms to show the most relevant ads. This is in addition to automating ad creation, targeting, bidding, and budget allocation across all Google Networks.
Where all are the Ads shown?
Shopping ads generated from Smart Shopping campaigns appear on the following spaces/networks,
- Google Search
- Display Network
How to connect your Google Merchant Center Account on ROI Hunter?
Upon logging into ROI Hunter, access the Catalog Manager, either using the button on the Dashboard, or by navigating to Tools > Catalog Manager on the Insights page.
In the screen that follows, you will find an option called Connect Google Merchant Account that will open a prompt to login to Google Merchant Center and select the feeds from the respective GMC accounts to be synced with ROI Hunter.
How to set up a Smart Shopping Campaign on ROI Hunter
To create a Smart Shopping campaign,
- Click on any one of your accounts on the dashboard, click on the 'Create Campaign' button to get started.
- In the page that follows, you will see the various Facebook and Instagram conversion goals, in addition to a fourth column with features for Google - YouTube TrueView and Smart Shopping.
- Next, fill out the parameters required to set up the campaign. This includes the Ad Account, Merchant Center, Campaign Name, Country, Daily Budget, Target ROAS(if the client wants to get a minimum return on ad spend based on their budget), Schedule and Product Groups.
- For Product Groups, Google chooses All Products on your inventory by default. If you'd like to customize the products that need to be promoted to achieve your business goals, click on Create Product Group.
- Finally hit Create Campaign to finish creating the campaign.
Creating Product Groups powered by Product Insights
Clicking on the Create Product Group option in the screen above opens the product picker, which will display products from your GMC.
The user can then filter products based on it's performance metrics from a variety of sources such as Google Analytics, Shopping Insights, Facebook Metrics and Custom Data Source. Once the desired products are filtered, click on the Create Product Group button to continue.
Note: Every GMC has up to 5 custom labels that you can use for feeds. ROI Hunter uses these custom labels to filter products based on metrics, and we assign those filters to the custom label. In the screen above, the user must specify a Product Group Name and the Feed Attribute/Custom Label to which they wish to assign this filter. If a custom label is already in use by an existing campaign or with other data, we show the note In Use.
Hitting Save will take them back to the campaign creation page to complete the process of creating the campaign.
Finally, users can view, enable/pause campaigns and edit product groups of Smart Shopping Campaigns created on ROI Hunter, on the Google Insights page.
Goal-based segmentation of products and product groups: When creating product groups on your Smart Shopping campaigns, we recommend segmenting it based on your business goals instead of opting for the default option of promoting all products in one campaign. For example, you could choose to promote bestsellers that are not getting enough impressions or products from a specific category or brand, all under specific categories. This ensures that you can retain control over the cohort of products that need to be shown to users while taking advantage of Google's algorithms which will determine the audience and targeting automatically.
Avoiding Product Overlaps between two or more campaigns: When creating product groups, try not to include products that are already being promoted in another campaign as this may result in sub-optimal performance. For example, imagine that Campaign 1 has a Target ROAS of 400% and another one has a Target ROAS of 800% with a few products overlapping between them. You will be bidding against yourself and undermining your profitability where supposedly product A needed to have ROAS 8, but since it was in another campaign already, Google settled for less i.e. ROAS 4.
Optimizing your Smart Shopping Campaign for scale with the right bidding strategy: You can optimize and scale your smart shopping campaigns by adjusting the Daily Budget and the ROAS Targets. If your goal is to increase conversions, we recommend that you set a higher daily budget and a less aggressive ROAS target. On the other hand, if you wish to optimize for efficiency and maximize revenue, you can set a more aggressive Target ROAS. This means better results but lower overall conversions.