Smart Shopping With Ppckirk

Growing Sales Through Google Shopping Ads Automation - From Feed Optimization to Account Structure & More

Last updated 2022-01-10 | 4.6

- How to Set Up Google Ads Smart Shopping Campaigns to Maximize Sales.
- How to Optimize a Product Feed for Smart Shopping Campaigns.
- How to Navigate the Lack of Data in Smart Shopping Campaigns.

What you'll learn

How to Set Up Google Ads Smart Shopping Campaigns to Maximize Sales.

How to Optimize a Product Feed for Smart Shopping Campaigns.

How to Navigate the Lack of Data in Smart Shopping Campaigns.

How to Think About Ad Creative in Smart Shopping Campaigns.

* Requirements

* It will be ideal (not required) if the student of this course already has a working knowledge of Google Ads and Shopping Ads campaigns.

Description

While there are many courses on Google Shopping and Google Ads, Smart Shopping is a newer campaign type and one that requires a different way of thinking than Standard Shopping campaigns. In this course, we'll take a look at how Smart Shopping is different from Standard Shopping, and how those differences should define the way we optimize the feed, create our ads, and manage the campaigns moving forward in Ecommerce Google Ads-land.

We will look at how to build and structure your campaigns, how to set up and optimize your product feed, and how to make Smart Shopping ads that convert in this course. Did you know Smart Shopping allows you to have dedicated ad creative targeted to the audience to whom you are trying to sell your product? Did you know you do not need a specific ROAS target in order to make Smart Shopping work well, though it is ideal? Did you know the Smart Shopping algorithm uses millions of data signals to make real-time auction bidding decisions a human couldn't hope to keep up with?

While there are certain caveats in the Smart Shopping campaign type to be aware of, Smart Shopping is a powerfully successful new entity in PPC marketing and one that should be mastered. In this course, we'll walk through how to master it for the good of your business growth.

Who this course is for:

Ecommerce Paid Search Marketers wondering if they should use Smart Shopping.
Small Business owners who don't yet have the ability of hiring an agency to manage their Shopping Ads.
Any PPC Marketers who want to learn more about Ecommerce Shopping Ads.

Course content

5 sections • 24 lectures

Getting Started 2 lectures

Introduction & What to Expect Preview 04:15

In this brief video, Kirk will walk you through what you can expect in the course, as well as introduce himself while trying to avoid stepping on Legos.

Join the course Facebook Private group: Shopping Ads With PPCKirk.

Let's continue learning from each other in Shopping Ads!

Section 2 - The What 8 lectures

What is Google Shopping? Preview 10:07

This lecture shouldn't be a substitute for a dedicated course on Google Shopping, so you may want to start with a dedicated course first if you know nothing about Google Shopping. However, it should prove a value refresher in being reminded what Shopping Ads are and how they work.

What are Standard Shopping Campaigns? Preview 05:19

In this lecture, we will look briefly at what Standard Shopping Campaigns are, and some basic principles to managing them before moving on to Smart Shopping Campaigns.

3 Ways to Use Standard Shopping with Smart Shopping. Preview 06:51

Do you have to choose Standard or Smart, or can you experiment with both Shopping Types? In this lecture, we look at ways to utilize both in your account as you test and experiment with Smart Shopping.

What is Smart Shopping? Preview 10:30

The moment you have been waiting for, let's talk about Smart Shopping Campaigns. We'll get into the "what" information dump first, then we'll discuss how we should manage this new campaign type in the next Course Section.

Concerns With Data Loss in Smart Shopping Campaigns Preview 12:18

Smart Shopping sounds great! Why would anyone dislike it? In this video we discuss the loss of data that accompanies Smart Shopping and why that can be problematic.

What is Google Merchant Center? Part 1 Preview 10:47

In order to run Google Shopping Ads, we will need to first understand Google Merchant Center. Note, this video is not a replacement for dedicated courses on Google Merchant Center or Standard Shopping Ads, but should prove a valuable refresher for those who already have a working knowledge of GMC.

What is Google Merchant Center? Part 2 Preview 11:11

Part II in the overview of Google Merchant Center.

Section 2: Learning SSC Quiz

We'll look back over things we learned about Shopping Ads, Google Merchant Center, and Smart Shopping.

Section 3 - The How 9 lectures

Getting Started with Smart Shopping Campaigns Preview 12:04

What are the specific things we need to have set up in order to run Smart Shopping Campaigns? We'll look at those here.

How to Build a Smart Shopping Campaign. Preview 30:13

This is the getting-practical session you've been waiting for where we walk step-by-step through creating a Smart Shopping Campaign and discuss various elements of each step to consider.

How Should You Structure an Account with Smart Shopping Campaigns? Preview 36:00

Now that we know how to build a Smart Shopping Campaign, how should we structure them in the account? Should we have only one, or more than one? Should we split out the products or keep them all in a single ad group? We'll answer these questions, and more, in this lecture.

How to Build Ads that Convert for Smart Shopping Campaigns. Preview 20:38

The ad creative in Smart Shopping is unique in the Shopping Ads universe. It allows you to use different media assets such as images or videos to support the products Google is targeting in this campaign, and we discuss how to make the very best SSC ads in this lecture.

How Should You Set ROAS Targets in Smart Shopping Campaigns? Preview 16:56

If ROAS (Return on Ad Spend) is one of the biggest signals we can manually give to the algorithm, then how do we set it well and optimize it? We'll discuss this in our lecture.

How Should You Set Budgets in Smart Shopping Campaigns? Preview 09:11

What are ways you should think about in setting your Smart Shopping campaign budgets and managing them? We'll discuss those and more in this lecture.

How to Optimize Your Product Feed for Smart Shopping? Preview 31:02

The product feed is crucial in Smart Shopping, we'll cover the main things you can and should do in your product feed to get the biggest bang for your buck with Smart Shopping campaigns.

How to Quickly Edit Feed Data For Your Smart Shopping Campaigns. Preview 11:12

Did you know there are ways to bulk edit data that don't require you engaging with your feed provider or messing with the feed yourself? Come learn about Feed Rules, Supplemental Feeds, and more in this lecture.

Section 3: How to Manage SSC Quiz

Let's test that knowledge as we look back over the past section on managing Smart Shopping well.

Some Other Stuff 4 lectures

The Magic Wheel of Optimization Preview 06:31

What is there to do in an account once you start using Smart Shopping Campaigns? Isn't your work done? While we look at more practical tips in other lectures, we'll spend just a few minutes on a crucial topic to understand: how to think philosophically about your optimization process with automation and how that will set you apart as you continually help the machine learn and grow.

Navigating the Lack of Data in Smart Shopping Campaigns Preview 22:49

In this lecture, we will look at solutions to the lack of data in Smart Shopping campaigns. While we can't get all of the data back, there are additional interesting points of data we can identify and learn how to use for the good of our businesses.

Troubleshooting Common Smart Shopping Campaign Problems Preview 13:32

While there are an unending number of things that can go wrong in your account, there tend to be four primary questions that arise and Kirk addresses those in this lecture.

Microsoft Smart Shopping Ads Preview 06:08

We've been focused on Google since they've had Smart Shopping Campaigns out for awhile now, but did you know Microsoft is just releasing their own version? We'll take a look at it, as well as key differences between Google and Microsoft Smart Shopping Campaigns, in this lecture.