Prepare your Google Ads campaigns for the holidays

How do smart shopping campaigns work? They work around our business goals and leverage machine learning with a number of variables and indicators that other types of campaigns currently don't account for.

These campaigns work and optimize automatically based on our goals. They allow you to maximize coverage in all Google networks and networks, not limited to the search network.

Google Ads Smart Shopping Campaigns, smart shopping campaigns

Commercial objectives : allow you to optimize campaigns on the basis of objectives, maximizing the value of conversions

Machine Learning : allow campaigns to be optimized automatically based on

Google Network intent indicators : campaigns take advantage of a combination of shopping and remarketing ( dynamic and static) to reach potential customers not only on the Search Network, but also on the Display Network, You Tube and Gmail.

Smart Shopping Campaigns support the goal we care about most by maximizing conversion value. In this way the offers are automatically optimized to maximize the value of conversions, that is, to obtain the maximum economic return for the budget available for the campaign.

At the ROAS level, a return on ad spend can be set to achieve specific goals.

How does the Machine Learning of Smart Shopping campaigns work?

It is based on two categories of information:

Google core , user and intention indicators : user search intent and purchase intent, queries; seasonality, fundamental above all in certain product sectors; the devices used by users; the location; the placements.

Characteristic product and audience information for retailers : the lists and audiences, and those automatically generated: the brand; The sales; product categories; the price of the products and the average value of the shopping carts generated by e-commerce.

The algorithm generates the most suitable offer for the user, the context of the search and the product.

Optimization and presence of ads on all Google networks

You can reach all customers on the Search Network, via Shopping, on search partners, on the Display Network, on You Tube and on Gmail, using a single feed and a single campaign.

The automatically allocated and optimized budget ensures that spending is always under control and ensures that the offer is always the best possible on every network and for every available ad format.

 

As key elements to start a campaign, the product feed and the remarketing tag will therefore suffice for dynamic remarketing.

The greater capillarity of the campaign is given by the possibility of exploiting the remarketing of a Shopping campaign on the Display Network.

Pay attention to the learning times of the system: we cannot assume to start campaigns at the peak moment, because we would lose the possibility of having optimizations in the hottest period of the holidays. It is important to experiment and run smart campaigns before the hottest moments, for at least a couple of weeks, to ensure that the machine learning system has the time to acquire the information necessary to implement the best possible optimizations.

Google Ads and Machine Learning: the road to success

Set a return on ad spend (ROAS) goal that is equal to or less than your average historical ROAS.

15 days is the minimum learning period that the system needs to learn and store all the information necessary to implement the best optimization systems, and during these 15 days no changes must be made to the campaigns.

History is important, the more abundant it is, the more it works!

The budget must be set by calculating the budget invested on traditional shopping and shopping with remarketing: make an average and get the optimal value.

Record specific conversion values ​​for each transaction: if there is no correspondence between the conversion value and the actual transaction amount, there may be invalid values ​​in the optimization calculations.

Feed and site must be optimized! The prices of the products in the feed must be updated and the quality of the feed itself must be excellent (the title with the brand, the product and the product attributes, etc.).

How can we prepare for the holidays?

Holiday Season: we are already in full swing, and the key point will be from the second week of November.

We are at the gates of a hot season, so we need to prepare as best we can.

Market conditions are about to change, like every year during the holidays.

Increase traffic: searches for commercial products increase, always! Also in Italy there is an incredible increase starting from November, with Black Friday which is a trend in full explosion, and Cyber ​​Monday following closely. The research we are talking about is on retail and commercial products.

Increase the rate and value of conversions: users are more likely to make purchases during the holidays, for various market conditions and times (they buy more and on average spend more).

There is more competition: because advertisers all want to take full advantage of the opportunities this time of year offers.

What is the recommended budget increase over the holiday period?

If over the past year your traffic has increased by 30%, you could potentially increase your budget by 35/40%. The increase is greater because the trend is increasing, so we expect a greater increase from year to year, based on market trends and estimates.

Posted By : Abdul Rimaaz