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Once you’ve link Merchant Center to your Google Ads account, the real work begins. You have now complet the technical preparation and continue to create the campaigns. There are two options here: the Standard Shopping campaign and the Smart Shopping campaign. The difference in a nutshell:

Standard Shopping Ads

With standard Shopping ads, you enter all your products and display them in the Shopping environment. This can be done by means of manual bidding, so that you have everything in your own hands in a structur manner. You can then set bids on each individual product. It is also possible to apply automat bid strategies from Google such as Maximize Conversions or Maximize ROAS (Return On Ad Spend) where you try to achieve as much margin as possible.

Your preference depends on your experience and what suits your products. If you don’t sell that many products, Google doesn’t have that much data to compare. It’s always good to experiment what works best for you.

Smart Shopping Ads

With Smart Shopping Ads, Google automates your entire ad. The structure is almost the same as the standard Shopping Ads, but with an extra addition of automat bidding and dynamic remarketing.

They also combine the latter with placements on display networks via banners. So the campaign is slightly more extensive and fully automat with conversion bidding strategies. Possibly even specifi for new and existing customers. Google claims to get at least 20% more results with this because they can display your products even more widely with retargeting, among other things.

In the coming months (between July and August), Google will adapt the Smart Shopping section to the new Performance Max. Not only do you use dynamic remarketing via banners, but your campaigns are expand with even more placements and they combine your shopping campaigns with text and video ad

Putting your products live

Both types of campaigns work in the same way. Once you’ve gone through the settings such as bid strategy, targeting location, and budget, it’s time to link the products.

In the advertising set you directly link the desired products. You can simply put all products in it, but I recommend a clear division. This way you can use bid adjustments and budgets per product group and you also have direct insights into the different target groups. This way you can R&D Directors Email Lists see which group achieves more results and for which search terms you are found per product group. You can then exclude any unwanted search terms that have been used and where you have been shown.

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Optimizing your campaign

With Smart Shopping, Google itself gets to work with optimizations, which saves a lot of time. On the other hand, you give up power that you don’t know what is happening. So keep a close eye on your CPCs, impressions and CPA. You can remove bad-performing products and exclude search terms to purify your campaign.

This story also applies to the standard Shopping Ads, but here you can still ‘play’ with your bid per product. You can also bid on target groups such as specific industries or on people who have previously visited your website (remarketing). Even adding a customer list is an option, where Google will search for similar people. The manual optimizations are therefore a bit more extensive here, the only question is whether you should want that. It takes a lot of time and you do not have the option to also use your products as a display advertisement

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