Magento has announced that in early 2019 merchants will be able to launch Google Smart Shopping campaigns within the Magento control panel.
What is Google Smart Shopping?
Google Smart Shopping uses automated bidding and ad placement to appear across all Google Networks, including Google Search, Display Network, YouTube, and Gmail.
Google’s Smart technology optimises for the highest return on ad spend by automatically choosing which products to advertise, the bidding process, and where they appear. The campaigns allow merchants to simplify campaign management, combining both Product Shopping and Display ads, to maximize conversions and expand reach.
‘Google’s machine learning process then tests different combinations of the image and text provided, before selecting which ads will be most effective.’
Existing product feeds are integrated with Google Smart Shopping. Merchants then set a budget, upload assets, and select the geographical area of sale. Google’s machine learning process then tests different combinations of the image and text provided, before selecting which ads will be most effective. Ads are then automatically positioned across all Google networks (Search Network, Google Display Network, YouTube, and Gmail) in the most appropriate places to gain maximum value and conversions. Google’s machine learning continually learns as campaigns run, and therefore improves over time as more data is gathered.
How Smart Shopping Works…
Smart Shopping campaigns feature both Product Shopping ads and Display ads, including remarketing ads and Similar Audiences – all are eligible to appear on the Google networks.
Google Search – Users’ search queries and predicted intent are used to determine which product ads from your product feed will be shown.
Display Network – Ads are personalised on user engagement – if a user has visited products on your website, Smart Shopping will access your product feed to automatically feature those products in relevant ads.
Smart Shopping reporting
Smart Shopping reporting allows merchants to gauge how much Return on Advertising Spend (ROAS) they are benefiting from. Reports can be segmented by product category, type and other attributes, allowing all campaign performances to be analysed easily.
Smart Shopping campaigns allow merchants to set target returns on ad spends, e.g. if your goal is to take £100 worth of revenue for every £20 spent, a target ROAS can be set for 500% (£20 x 5). Bids will then be optimised to hit that target within your daily budget.
Magento merchants can sign up to learn more and have the opportunity to gain early access to Google Smart Shopping on the Magento website.