All language subtitles for 09 - Standard Shopping vs. Smart Shopping.eng

Standard Shopping vs. Smart Shopping

There are two different types of
campaigns on the Google Ads platform:

the Smart Shopping and the Standard.

In this lesson I will show
you what difference they have.

Go for it

Google is implementing
more and more automations.

This is creating a
new advertising paradigm

where advocates and
detractors are created among marketers.

On the one hand, the automatisms
consider very interesting information

as search and purchase patterns

and the volume of
information is so great

that the human being is no rival when
putting optimizations in the campaigns.

On the other hand, a lot of
control is given to the algorithm

and this, no matter how much data it
has, does not understand the characteristics

and needs of a business
as a professional would.

We don't always want to get
more return on all products

and you will say: "Why not?"

Imagine that you have a lot of stock
of a product that will become obsolete,

This dress with a certain
shape, with shoulder pads

and that it is in fashion this
year, but that next year it will not be.

Even if the return is not that high
or you do not benefit from each sale,

at least you don't lose
money if you keep all the stock.

Also, if you can't sell it,
it takes up space in a warehouse

that can take the place of another
product that would give you a greater benefit.

Like these examples,
there are many others.

However, Google's
algorithm in Smart Shopping

will not understand
these characteristics,

so it will be better to
use Standard campaigns.

I am neither against nor in
favor of fully automatic campaigns.

The interesting thing is to
understand the needs of the business

and reach a balance between
automatic and manual systems

to serve our online store
as efficiently as possible.

In this table I will show you the
comparison between one type of campaign and another.

The networks where
Standard ads and campaigns appear

they are mostly the search network.

We already saw in the previous lesson

that we can appear
on Display or YouTube,

But mostly we'll show up here and
all the traffic will go through here.

However, in Smart Shopping we appear

in these networks,
Display, Search Partners,

in Search, YouTube and Gmail

and we do not know in what
percentage we appear in one or another network.

This can be both good and bad.

Really when someone is doing a search

and the ad appears on the search
network, it has a different purchase intention

because if you search, it is
because you want to find it and buy it.

When you are in
Display, you surf the internet

or are you on YouTube, watch
videos or in Gmail reading your emails,

you're not really that
focused on making purchases.

However, Google's
algorithm is already prepared

to show you the ads on these networks

when you are more
likely to make purchases.

This is a balance that he must
find and that we must consider

when creating a standard
campaign or a smart one.

As we can understand, the
scope in Standard campaigns

it is more limited because you
only appear in the search network

and if you select a little from the
Display network, YouTube and Gmail,

but it is more controlled
because we change the different bids.

However, in Smart Shopping,
as many other networks appear,

the scope is much broader.

The bidding systems
in Standard campaigns

they are manual and
automated, as we have already seen,

but in Smart Shopping
only the automated one.

This leads us to think
that we can have more control

if we work with the manual,

but the automated
ones work fine on Google.

The transparency of the campaigns
in the Standard ones is very high

because we can see the
audiences where we appear,

search terms, we can handle bids.

However, in Smart campaigns
we would not have these options.

The optimization potential is very
high in the Standard because we work

with manual and automated systems.

We can bid higher on those
audiences that perform better.

We can remove keywords, etc.

but at Smart Shopping
we trust the algorithm

and hope you get it right.

Regarding remarketing,
within Standard campaigns,

we can include them, it is
not that they are by default,

but we add the ones we
think are interesting,

but we cannot add Smart campaigns.

They are by default and
we cannot see what they are.

As before we created
a Standard campaign,

In this we will do a quick
review of creating a Smart campaign.

You will see that it is
easier because it has fewer options.

To create a Smart campaign,

we go to our Google Ads
account, we create a new campaign,

We select the sales target
as we did before, Shopping.

And here we can already
select the smart campaign.

Continue.

Here we will introduce our name with
the pattern from the previous campaign.

I'll call it Shopping
Smart and do a bike campaign.

I will leave you the section on
Bids and Budget in an article I wrote

and that I tell you in more detail.

It is something that is quite new,
so you can read it at your own pace.

In the previous
configuration of the Standard campaign

we had many more options.

Here we only have the
Bid and Budget section,

that will get much more relevance.

Here we find only one bid strategy,

which is to maximize
the value of conversions.

We can define a return on
advertising investment objective or ROAS

clicking here or we may not.

How is a new campaign,

I usually don't select it
until I have some information.

When I see that Google
already has enough data,

I see what ROAS you are
having in the campaign reports

and I can put you the
target ROAS you get roughly.

I usually leave it
for two or three weeks,

it depends a lot on your traffic.

If you have little
traffic, Google needs more data

in order to have a stable target ROAS.

However, if you have a lot of volume,

It is possible that in a week
you can achieve the target ROAS.

The budget must also be linked
to the bid that we can put on it.

If we put 50 euros, but
we demand a very high ROAS,

for example, 700%, it means
that for every euro invested

I want to get seven back.

So if I put 700 euros of target ROAS

and I want to spend 50 euros,

I may not end up
spending 50 euros a day

because I'm putting a
too demanding ROAS on it

and the campaign will
not be able to achieve it.

Many times it is better not to
put a very low daily investment,

for example, five euros

because this goal
will never be achieved.

It is better to budget it
higher and control the target ROAS.

If your ROAS is medium after a while
and after collecting all the information,

you know you have a ROAS of
400%, we would have to put it here.

If I don't want to spend the
50 euros, I can raise the ROAS.

This will make it more
difficult for Google to get 600

because he usually gets 400.

Then the entire
budget will not be spent

because it will not be able to
get you the result that you ask for.

So it is more
interesting to play with this

to put a very low budget

and that the campaign
dies before it begins.

The next option would
be the start and end date

that as I have commented
previously, I do not usually like to put it

because if I see that it does not
yield, I will either pause it or eliminate it.

Save and continue.

Here I can do the groupings.

As you can see, I will select
the product group by product type,

although it could do it for
another attribute such as Brand.

If I want to get a brand
where I have more profitability,

I can say: "My brand 6ku
I will separate it apart

and this campaign will be called 6ku
"because I know it has more profitability.

Then I will put a target
ROAS different from the rest.

In this case I will take out the one on
Bicycles, which is what I called the campaign.

Product type, Bicycles,
and here I have the ninety.

Perfect, I give Save.

And here I have a
"preview" or a preview

how my ads will
appear on the search network

because we have seen
them in another lesson.

This section will surely not sound
familiar to you from Standard campaigns

because in Smart campaigns we
can appear on YouTube, Gmail.

Therefore, it is interesting
to add images, video and titles

for ads with your
appearance to be created

on Display, in Gmail and on YouTube.

Then I will select some images
that are interesting for my business.

related to bicycles because
it is the theme of my campaign.

I select this, I structure a
little where I want the image to appear,

that the bike looks
good, Select and Save.

Also, you could add a video.

Then I will add different texts.

And the final URL I
will select from bikes

because since I talk about
bicycles, I don't take it home,

I prefer to take it
right to the bike url.

If you see here in the
right margin, we have a preview

of how my ads would look, for
example, the Display Network.

We can see in all the
properties, on YouTube,

in Gmail, we can also
see it in Desktop version,

Image ads.

Now I click Save and we
will have the ads here.

Remember that if you
select the bicycle group,

I advise you not to put generic phrases

that they do not contribute anything
to the group on which you are working.

Here you will see that
we can see the products.

Since I have
selected the bike grouping,

all bikes are made to be posted.

Not a great translation from Google.

However, there will be other
items that are within the catalog

and that they are inactive
because I have not selected them.

Here we will see the
price and when we have data,

we can have different metrics.

In addition, here I will
be able to get many more.

I usually put CPC in
this way, conversions.

For that you must configure the Pixel.

Conversion rate, Value of conversions

and Value conversion between
cost, which would be the ROAS.

I order it this way,

but you can order it any way you want.

And I keep this set of columns

to always have the
same column arrangement.

When I see it here or I can
see it at the campaign level,

this would be my campaign.

When you see in Value
conversion between cost

If I have 2.8 how can I have
this or 3 or whatever value it has,

then I will go to the
Smart Shopping campaign settings

and here I can put it
if it had a ROAS of three,

I'll put less than what he got
so he can keep up with his rhythm

and then I can go up to 300, 310, 350

to be more demanding and
achieve an increasingly higher ROAS.

Within this campaign I cannot select

nor the keywords with the search terms

I can't look at audiences, nor
can I look at almost anything.

So let's consider when
creating a Smart campaign

that there is
information that we will not have.

I recommend you try one or the other.

Of course, it is
important that you know

that if you have a
Smart bicycle campaign

and imagine you have
another standard bicycle,

the Smart campaign
will always be prioritized

or imagine you have this
Smart campaign with bicycles

and another that
contains the entire catalog.

The bicycles of the Standard
campaign where you have the entire catalog

they won't show because
all traffic will come here.

Just consider it so you can
strategize as efficiently as possible.

Given the difference
between the two campaign subtypes,

We will see how to upload the
catalog to the Facebook Business Manager.