Google Smart Shopping can be daunting for some due to very little information available online. To understand how it works, it is important for you to learn what makes it different and how it can influence your business’s performance. Without further ado, let’s dive right in.

1. Google Smart Shopping: Why is it Special and
How to Use it To Your Advantage
Google Smart Shopping can be daunting for some due to very little information available
online. To understand how it works, it is important for you to learn what makes it different
and how it can influence your business’s performance. Without further ado, let’s dive right
in.
What exactly is Smart Shopping?
Google’s Smart Shopping is a Pay-Per-Click (PPC) product that incorporates machine learning
and product listing ads. It doesn’t just rely on the user’s query and location but also some
other factors that are relevant to the product. This information is then used to decide
whether an impression should be shown or the best product.
Smart shopping gives advertisers access to lower CPCs and adds product-based display
prospecting and remarketing in shopping campaigns.
What makes it different?
Here are some of the differences between Smart Shopping and Standard Shopping:
1. tROAS bidding
Smart Shopping uses tROAS bidding. The CPC is not set but is shown in the results.
Instead of max CPC, the business sets a target Return on Ad Spend (tROAS).
2. Single Ad Group
There is only one ad group for each campaign on Google Smart Shopping. This should
be kept in mind when planning a restructure or balancing Aggregation or spend
control.
3. Display Prospecting & Dynamic Remarketing
Standard Shopping shows a shopping tile in the search results, the only place where
these ads show. However, Smart Shopping shows product-based Display Prospecting
and Dynamic Remarketing in campaigns.

2. 4. Search Terms
The downside of Smart Shopping is that it doesn’t let you access the Search Terms for
campaigns and reduces the ability to add relevant keywords in ads. However, this
feature can be ignored in front of its effectiveness.
Google Smart Shopping may not be as free to control as Standard Shopping, but it is a
reliable way of sharing ads across more Google interfaces. It also makes managing ads easier
by automatic bidding. However, it still requires some expert knowledge to fully take
advantage of this feature.
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