How to Avoid Problems in Smart Shopping Campaigns?
Did you know Google Shopping makes about $0.66 every time a customer clicks on it? If you consider yourself a digital marketer looking to start a shopping campaign, you have come to the right place.
However, the initial brainstorming of the process can feel cumbersome. Reaching out to one’s segmentation options, deciding the budgeting, and attributing sales can become a challenge.
Some techniques used in a standard automated campaign include keyword segmentation, product segmentation, and feed optimization. Each of these helps to maximize profits. However, the aim is to make such designs as hands-off as possible.
For such processes to work well in Smart Shopping campaigns, ad groups hold a portion of products. For a standard shopping campaign, one should divide their products into categories. These include seasonality, category, top sellers vs. poor performers, and more. It gives you a better idea of where all your ad dollars go.
Bidding and Ad Placements
These get programmed for Smart Shopping campaigns through four different strategies. Such tactics include four types of bidding varieties, namely, maximize clicks, enhanced CPC (eCPC), target return on ad spend (Target ROAS), and maximize conversion value.
The purpose is to reach the best bid to help you accomplish your goals. Such a process requires plenty of historical value for consideration.
Contrary to this, if one wishes for a more smooth process with absolute power over how they spend, they should decide upon a “Target ROAS” to fulfill the bidding strategy. It allows one to set ROAS targets which help to enhance profits. For this reason, you should first calculate the Target ROAS. You can read the guide on how to choose a profit-driven ROAS target to scavenge for the best options!
Most marketers make the mistake of spending all the money available for the campaign. However, that can get damaging, and controlling your budget becomes a difficult task. Some ways exist to fix this problem and better control your ad spending. Therefore, one of the most important things that must get brought to light includes the budgeting system.
Perhaps it bogs down to how much funding one wishes to allocate to Smart Shopping campaigns vs. your manual campaigns. You must give special significance to your agenda and figure out a safe budget for this purpose. After one understands how ad spending and probability work, it gets simpler to maneuver things around.
Tier Your Budgets
One way to control budgeting is tiering your budgets based on the purpose of the campaigns. For instance, you can spread more budget across the highly seasonal products you wish to get rid of now.
Direct Spend Wisely
Similarly, avoid excessively spending on low-traffic products during the campaign. Therefore, a tier can set the hierarchy you need to allocate funding smartly to the different categories of products. One only needs to know which products they wish to add to their budget.
Adjust as You Go
A more ad hoc approach to the budgeting process can help earn better results. You can start with an amount you feel you are comfortable with. Later, you can add or subtract from this depending on the profit you wish to make.
You will realize later on that automated campaigns grant much less freedom to the user as compared to standard campaigns. Therefore, you need the added perk of capping budgets for an early edge.
Smart Campaigns Take Traffic From Standard
One can land with too many clicks if one tries to run Smart Shopping campaigns and manual campaigns simultaneously.
If you get caught up with such a problem, you should not stop running both. Instead, try finding ways to maneuver between the two in a way that better serves you. One way to keep the campaigns in check is to choose the products carefully.
Choosing Products Carefully
The policy goes out, especially to those enrolled in Smart Shopping campaigns that have many in-house, specialized products. Such items work well with most standard campaigns. Hence, one must promote them using Smart Shopping campaigns to serve the purpose.
On the other hand, if you own products that sell at a much lower rate than the standard campaigns, you can add them to the Smart Shopping campaigns and figure out how it works out.
Last Thoughts and Some Statistics
Perhaps statistics are central to such information in helping us understand the demographics better. Google is one of the biggest platforms, generating 85.3% of all clicks. Google shopping receives 1.2 billion monthly searches and grows annually by a decent percentage of 17.7% every year.