Is it possible to run multiple Google Smart Shopping campaigns at once?

Yes. and here are the reasons why…

Your catalogue

If your catalogue has varying margins, you’ll probably want to divide your Google Smart Shopping campaigns such that each product margin has a different target ROAS. For other products, you may want to create a campaign without target ROAS. While dividing the campaigns, be sure that a product is only in one Smart campaign.

If a product is in both a standard and a Smart campaign, precedence will be given to the Smart campaign, even if the regular campaign has a higher priority level.

In addition to sales to existing clients, you can now optimise for new customer acquisition. When you acquire a new customer using a Google Smart Shopping campaign, you can add the Life Time Value (LTV) on top of the order value.

Google Shopping phone animation

Increase visibility for best sellers

You might have a group of products that will reach or surpass the target ROAS and you knw sell very well. If you do, you could create a campaign on their own with a lower target ROAS than the other products in your catalogue. This method aims to boost revenue while also enhancing visibility.

You can over split your campaigns. If you’re continually missing your budget, it’s time to either add more products to the campaign (extra possibilities and data for machine learning).

It’s also not always a good idea to put too many best-sellers together. Google will always prioritise products that it thinks can achieve the objective of increasing conversions or achieving a specific return on investment (ROI). It gives Google the impression that the Smart Shopping campaigns are effective. The problem is that if people routinely spend money on one or two products, you may lose impression share (and potential sales) on other products.

 

New products

It may take a while for new products to gain clicks and purchases if you combine them with already existing products into one Smart Shopping campaign.

Smart campaigns seek to boost sales while preserving the ROAS objective you’ve established. Google does this by using machine learning and historical data, so if you add new products to the campaign, you won’t have any previous data on those products. Because Google understands that distributing budget to items with a proven track record of selling well is the best way to reach the required ROAS, the campaign’s budget will most likely be distributed to the new products slowly.

Relevant ads

Images, videos, headlines, extended headlines and descriptions may not be applicable to every category and product within your catalogue. For example, if you sell both women’s and men’s jewellery, you’ll probably want two Smart Shopping campaigns so you can employ gender-specific marketing imagery, videos and ad text.

 

Some products only receive a couple of clicks…

When you advertise your whole catalogue through a single Google Smart Shopping campaign, you may see that a few products consume the best part of the media spend. Again, Google is attempting to generate as many sales as possible while maintaining the target ROAS you established. To get around this, divide your products across multiple Google Smart Shopping campaigns. Allocate each campaign its own budget – products that weren’t previously funded will begin to be shown on Google Shopping.

Double-check your feed attributes to make sure there are not any errors. It’s possible that the Google Smart Shopping campaign is spending more on better-optimised products and not showing poorly optimised products.

 

What if a product is receiving clicks but not generating revenue?

How do your prices compare to those of your competitors? If your items are more expensive than your competitors’. The users could be simply purchasing a similar product at a cheaper cost.

If you’d like to know how we can improve your performance, you can request a free digital marketing audit.

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Posted by Gareth Allen

Over the past 20 years, I have worked on magazine/newspaper design & pre-press production, advertising, POS, DM, brand creation and guardian. I'm a front end-digital designer (html/css), SEO & SEM with a passion for digital marketing.