Pay-Per-Click campaign is an integral part of digital marketing, but managing this type of campaign could be a challenging task, so google introduced a new campaign type that was named a smart campaign.
Choosing this option, you can simplify the management and optimization of shopping ads of pay per click. It is mainly targeted to small businesses thay they do not have the time and workforce to manage their online advertising.
So ads can be automated in an effective way across all Google networks, the Search Network, Display Network, Youtube, Gmail. Apart from positive, there are also negative ones, such as less flexibility and concession control.
Otherwise, you need to devote enough time to learning pay per click, but let's first say what are the shopping campaigns.
This type of campaign is mainly aimed at retailers who have online stores and their products target the retail market. To start such a campaign, you'll first need to open a Google Merchant Center account.
Then upload the Product Data Feed, which is a list of the products you sell, including prices, photos, and other features. This list may be a CSV file that you have edited in excel or a link to an XML file that exists in the domain name of your online store, which is automatically generated at frequent intervals.
Next, you'll need to sign in to your Google Adwords account and create a new sales campaign and link the corresponding feed at the merchant center.
At last in July 2019 google started to support shopping ad campaign Greece and if you are also exporter or run an e-commerce dropshipping business you can link your merchant account and sell to countries in the European Union.
As to the limitation of google, shopping is expected to come to Greece but until then you can use the Google Merchant Center to put product feed data and create retargeting campaigns and smart remarketing campaigns respectively.
Smart shopping campaigns
Some basic requirements for creating smart campaigns that you need to install a global tag on the website or online store to track conversions. First of all, let's define what is a conversion, is any action that a visitor makes to the site, such as adding a product tocart, subscribing to the newsletter, completing a purchase, etc. The number of visitors who take a specific action toward all visitors is called a conversion rate.
In addition, the Global Site Tag must be integrated and a list of at least 100 active repeat marketing users available. If you have enough resources to run your marketing activities for your online e-commerce store smart campaigns are a perfect solution for this case.
Recently was added a new capability of Location Targeting and excluding locations.
Smart Shopping campaign is the Machine Learning Ads service for products, where you give up some of the control on Ads management, but is perfect for small business that wants to save time and increase Return on Investment