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Google Smart Shopping Display & Retargeting Data

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Smart shopping campaigns give you little insights on where the ads are running. If you segment by Network (with search partners) you will only see cross-network. This is because smart shopping campaigns are not just shopping campaigns, instead Google is using a mix of traditional shopping placements and remarketing.

When you look at your smart shopping campaign it might be difficult to understand how the campaign performance compares to your existing shopping campaigns and display remarketing campaigns.

  1. What percentage of my budget is going to traditional shopping placements?

  2. What percentage of budget is going to remarketing?

  3. What is the mix of webpage placements vs mobile app placements?

  4. What is the ROAS for the traditional shopping placements and remarketing?

  5. Should I be adding account wide display exclusions for specific placements?

Get The Data

If you go to the prebuilt reports you can see some data on your smart shopping campaigns. You can view where ads are being placed in the display network and some other interesting metrics.

  1. Go to Reports

  2. Predefined reports Display/Video

  3. Automatic Placements (group).

When you open this report, you will see all campaigns, including any display and remarketing campaigns you are running. You can filter this report by campaign name or add in campaign type into the report and filter on that.

If you have a campaign naming structure in place that allows you to filter by shopping or more specifically smart shopping campaigns simply go to the campaign column and select filter and add your filter e.g. “shopping” or “smart shopping”.

Another option is adding in the campaign type and filter that column by filtering by Shopping.

Using this data you can start to look at trends in what type of placements are being used and how your Smart shopping campaign performance compares to legacy shopping campaigns.

You can also start to compare the dynamic remarketing aspect of Smart shopping campaigns to your traditional dynamic remarketing campaigns.

Summary of campaign #1

  1. For these specific campaigns the ROAS was better than traditional campaigns.

  2. Most the spend, clicks, conversions were coming from traditional placements.

  3. The majority of the clicks are going towards traditional shopping ads.

  4. The majority of impressions are going towards traditional shopping ads.

  5. Most conversions still coming from traditional shopping ads.

  6. Display conversion rates and view-through conversion rate is lower than standard remarketing campaigns.

  7. In all campaigns Gmail placements were the majority placement in the Smart shopping campaigns.

These campaigns are limited to a subset of product in the catalog. The display numbers might be better if a larger percentage of products were included in the campaigns.

Campaign Data

Note that view-through conversions are currently not reported in shopping campaigns.

New Smart shopping campaign running few a weeks which should still be learning.

  1. 7.1% of clicks

  2. 4.1% of impressions

  3. .5% of conversions

Mobile app placements 42% of clicks – Almost all of which are Gmail

Smart shopping campaign that has been running for several months:

  1. 4.3% of clicks

  2. 7.4% of impressions

  3. .2% of conversions

Mobile app placements 68% of clicks – Almost all of which are Gmail

Smart shopping campaign that has been running for several.

This data is from a different account in a completely different vertical.

  1. 5.5% of clicks

  2. 1.4% of impressions

  3. 0% of conversions

  4. 10% of all conversions

Mobile app placements 63% of clicks – Almost all of which are Gmail

Summary of campaign #2

These specific campaigns were tests run against campaigns targeting the same products. Those existing campaigns were both eCPC and target ROAS campaigns. The ROAS and profit for these Smart shopping campaigns were better than the control campaigns. It is a positive that the Smart shopping campaigns were able to beat the performance of the control campaigns that were already performing pretty well.

One big difference is that the Smart shopping campaigns saw higher conversions, clicks, and impressions than the target ROAS campaign while maintaining a higher ROAS. Now knowing that that those conversions were coming almost exclusively from traditional shopping ad placements I feel comfortable keeping this campaign running, knowing that we are not losing impressions and clicks in those traditional placements. The downside of not having search term or other data in the Smart campaign is still a negative but the performance of these campaigns make that loss worth it for these product categories.

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