Original subtitles

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.

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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.