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Smart Shopping campaigns

Today's shoppers are always on, shopping across platforms and devices, online and offline, seamlessly. Smart Shopping campaigns help you put your products in front of the shoppers who are looking for what you offer on Google – whether they're at home, on mobile or in the shop. The best part? You only pay when they click.1

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Here's what you can do with Smart Shopping campaigns

Broaden your reach

With Smart Shopping campaigns, products are eligible to show up across all of Google's properties and reach users wherever, and whenever, they're searching or consuming content.

Drive traffic and sales

With Google's Shopping campaigns, we'll help more customers find your products – online and in store.

Uncover insights and trends

Want to know what sells? We'll help you drill down and figure out what's performing and what isn't. Also, get competitive insights to help strengthen your offering.

Show your ads to hundreds of millions of potential customers on Google surfaces each day

Google Search

People search for what they want. Smart Shopping campaigns will put your products in front of shoppers looking for what you sell on Google. The best part? You won't pay unless you get results.

Google Display Network

Connect with shoppers before they even start searching for what you offer, like when they're browsing their favourite blogs, using mobile devices and apps, or browsing millions of partnering websites, videos and apps across the Internet.

Surface your products on even more Google properties

YouTube

Over 40% of global shoppers say that they have purchased products that they discovered on YouTube. Whether it's tagging along on shopping trips with influencers or searching for reviews, reach shoppers when they're watching videos about products.

Gmail

More than a billion active users come to Gmail every month. Show your products to potential customers wherever they're consuming content – that includes right in their inbox.

Work with a partner to get started

Seamlessly get your inventory onto Google and promote your products through a Smart Shopping campaign directly through these partners.

  • Success Story

    Sportline increases conversion value by 227%

    Sportline, one of Argentina's leading sporting goods retailers, used Google's Smart Shopping campaign to increase conversion value and return on ad spend.

    “ Smart Shopping campaigns helped us deliver results without increasing our workflow, which has let us focus on finding new ways to keep growing our business.”
    — Evelyn Feler, Director, Sportline

    Sportline, one of Argentina's leading sporting goods retailers, used Google's Smart Shopping campaign to increase conversion value and return on ad spend.

    Sportline, one of Argentina's leading sporting goods retailers, used Google's Smart Shopping campaign to increase conversion value and return on ad spend.

    “ Smart Shopping campaigns helped us deliver results without increasing our workflow, which has let us focus on finding new ways to keep growing our business.”
    - Evelyn Feler, Director, Sportline

    Key stats

    227%

    increased conversion value

    +621%

    return on ad spend

  • Success story

    FC-Moto drives 30% return on ad spend

    FC-Moto is one of the leading suppliers of motorcycle and outdoor gear. But the brand's limited marketing resources presented a challenge when they looked to global expansion. Looking for an efficient way to reach more customers around the world, FC-Moto turned to Smart Shopping campaigns.

    “ Our small marketing team was looking for a way to increase sales and, more importantly, to do so with as few additional resources as possible. By turning to Smart Shopping campaigns, we were able to let automation do the heavy lifting.”
    — Miguel Sommer, Head of Marketing, FC-Moto

    FC-Moto is one of the leading suppliers of motorcycle and outdoor gear. But the brand's limited marketing resources presented a challenge when they looked to global expansion. Looking for an efficient way to reach more customers around the world, FC-Moto turned to Smart Shopping campaigns.

    FC-Moto is one of the leading suppliers of motorcycle and outdoor gear. But the brand's limited marketing resources presented a challenge when they looked to global expansion. Looking for an efficient way to reach more customers around the world, FC-Moto turned to Smart Shopping campaigns.

    “ Our small marketing team was looking for a way to increase sales and, more importantly, to do so with as few additional resources as possible. By turning to Smart Shopping campaigns, we were able to let automation do the heavy lifting.”
    - Miguel Sommer, Head of Marketing, FC-Moto

    Key stats

    +30%

    higher return on ad spend

    +82%

    more conversions

  • Success story

    Rakuten Marketing helps Magazines.com lift sales by 95% YoY

    Magazines.com needed more efficient ways to reach audiences and drive sales. It was the perfect opportunity to test automation with Smart Shopping campaigns. The results speak for themselves.

    “ Navigating the ever-changing landscape of paid search is complex. Maximising wins by utilising machine learning and AI has only been possible through our deep working relationship with Rakuten Marketing and their integrated partnership with Google.”
    — Keith Cook, CMO, Magazines.com

    Magazines.com needed more efficient ways to reach audiences and drive sales. It was the perfect opportunity to test automation with Smart Shopping campaigns. The results speak for themselves.

    Magazines.com needed more efficient ways to reach audiences and drive sales. It was the perfect opportunity to test automation with Smart Shopping campaigns. The results speak for themselves.

    “ Navigating the ever-changing landscape of paid search is complex. Maximising wins by utilising machine learning and AI has only been possible through our deep working relationship with Rakuten Marketing and their integrated partnership with Google.”
    - Keith Cook, CMO, Magazines.com

    Key stats

    95%

    year-over-year increase in sales

    180%

    increase in revenue between Thanksgiving and Cyber Monday

  • Success story

    NewLentes gains 57% more revenue

    Brazil-based NewLentes offers content lenses directly to consumers, at affordable price points. In an effort to integrate automation and machine learning into their marketing strategy, the team turned to Smart Shopping campaigns.

    “ We trust Google's technology and believe that machine learning can do better than us in delivering results, so we were sure about trying out Smart Shopping campaigns.”
    — Renato Ruiz, Director of Operations and Technology, NewLentes

    Brazil-based NewLentes offers content lenses directly to consumers, at affordable price points. In an effort to integrate automation and machine learning into their marketing strategy, the team turned to Smart Shopping campaigns.

    Brazil-based NewLentes offers content lenses directly to consumers, at affordable price points. In an effort to integrate automation and machine learning into their marketing strategy, the team turned to Smart Shopping campaigns.

    “ We trust Google's technology and believe that machine learning can do better than us in delivering results, so we were sure about trying out Smart Shopping campaigns.”
    - Renato Ruiz, Director of Operations and Technology, NewLentes

    Key stats

    57%

    higher revenue than Standard Shopping campaigns

    61%

    higher return on ad spend

  • Success story

    Sportmaster scores 69% higher return on ad spend on Black Friday

    Sportmaster, Denmark's largest sports chain, was looking for a more efficient way to hit its revenue targets without sacrificing its return on ad spend, while also tapping into automation further. Smart Shopping campaigns were the answer.

    “ The amount of manual work required for our past campaigns left little time for strategy or creative development. With the festive season approaching, we knew we needed a new solution to lighten our team's workload.”
    — Nicki Due-Rasmussen, Ecommerce Manager, Sportmaster

    Sportmaster, Denmark's largest sports chain, was looking for a more efficient way to hit its revenue targets without sacrificing its return on ad spend, while also tapping into automation further. Smart Shopping campaigns were the answer.

    Sportmaster, Denmark's largest sports chain, was looking for a more efficient way to hit its revenue targets without sacrificing its return on ad spend, while also tapping into automation further. Smart Shopping campaigns were the answer.

    “ The amount of manual work required for our past campaigns left little time for strategy or creative development. With the festive season approaching, we knew we needed a new solution to lighten our team's workload.”
    - Nicki Due-Rasmussen, Ecommerce Manager, Sportmaster

    Key stats

    69%

    year-over-year increase in return on ad spend

    26%

    year-over-year increase in conversions

  • Success story

    n11.com increases return on ad spend by 30%

    Leading Turkish ecommerce platform n11.com looked to Smart Shopping campaigns to deliver more performance results – and save time and resources from managing their large portfolio with millions of products. The results were immediate.

    “ With Smart Shopping campaigns doing all the heavy lifting, our team is finally able to work on key projects that were previously deprioritised due to limited bandwidth. Now, we're able to focus our energy on building necessary tools to grow our digital efforts.”
    — Aykut Alcelik, Performance Marketing Manager

    Leading Turkish ecommerce platform n11.com looked to Smart Shopping campaigns to deliver more performance results – and save time and resources from managing their large portfolio with millions of products. The results were immediate.

    Leading Turkish ecommerce platform n11.com looked to Smart Shopping campaigns to deliver more performance results – and save time and resources from managing their large portfolio with millions of products. The results were immediate.

    “ With Smart Shopping campaigns doing all the heavy lifting, our team is finally able to work on key projects that were previously deprioritised due to limited bandwidth. Now, we're able to focus our energy on building necessary tools to grow our digital efforts.”
    - Aykut Alcelik, Performance Marketing Manager

    Key stats

    30%

    increase in return on ad spend

    25%

    decrease in cost per click

  • Key stats

Let's set up a Smart Shopping campaign

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Frequently asked questions

How do Smart Shopping campaigns work?

To help you get the best value from each ad, Google automates ad placement and bidding for maximum conversion value at your given budget. Link to a Merchant Center account, set a budget, upload assets and let us know the country of sale. Your existing product feed and assets are combined with Google's machine learning to show a variety of ads across networks. Our systems will pull from your product feed and test different combinations of the image and text that you provide, then show the most relevant ads across Google networks.

In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) that you work with. The ads will be shown on general search results pages and on any other surfaces that the CSS has opted in to.

How and where will my ads appear?

Smart Shopping campaigns feature Product Shopping ads, local inventory ads, and display ads (including dynamic remarketing and dynamic prospecting), which are eligible to appear on the Google Search Network, Display Network, YouTube and Gmail.

Automated ad creation and placement means that your ads will appear in the ad spaces where they're relevant and that your bids will be set to maximise your conversion value.

What are the best practices for Smart Shopping campaigns?

Get the most out of your campaign by following the best practices found on this page.
  • 1 In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) that you work with. The ads will be shown on general search results pages and on any other surfaces that the CSS has opted in to.