Google Shopping Campaigns - Standard vs. Smart Shopping

When running Google Shopping campaigns for your e-commerce business, choosing between Standard Shopping and Smart Shopping is essential. Both options come with their own benefits and drawbacks. Therefore, understanding each campaign type will help you decide which one is best for your business needs.

Standard Google Shopping Campaigns

Pros:

• Keyword Management: You can easily control search terms, making optimization more precise.
• Flexible Bid Strategy: You have several options, including manual CPC, maximize conversions, and Target ROAS.
• More Control: Additionally, you can manually optimize your targeting, bidding, and search terms for better performance.

Cons:

• Limited Reach: Unfortunately, ads only appear on the Google Shopping network, limiting their exposure.
• Requires More Management: As a result, regular monitoring and adjustments are necessary for optimal performance.
• Target ROAS Needs Data: Furthermore, bid strategies like Target ROAS require enough data to be effective.

Recommendation:
Choose Standard Shopping if you need more control over your campaigns. This option works well, especially for businesses with smaller budgets or those that prefer hands-on management.

Smart Google Shopping Campaigns

Pros:

• Automated Setup: Google automates almost everything, from targeting to placements, saving you time.
• Broader Reach: Moreover, ads appear across Google Shopping, YouTube, Gmail, and Display, offering much wider exposure.
• Future-Proof: In addition, Google frequently updates Smart Shopping with the latest features.

Cons:

• Limited Insights: Unfortunately, you cannot see which platforms are performing well, which limits optimization.
• No Search Term Control: Unlike Standard Shopping, there is no option to view or manage search terms or add negative keywords.
• Requires Historical Data: Smart Shopping performs better when your account already has existing purchase data to guide Google’s algorithm.

Recommendation:
Use Smart Shopping if you have a larger product catalog and existing data. This campaign type is great for businesses looking for a more automated, less hands-on approach to maximize conversion value.

Conclusion: Choosing the Best Google Shopping Campaigns

Both Standard Shopping and Smart Shopping offer unique benefits. However, your choice depends on your specific needs. If you want more control over search terms and bidding, Standard Shopping is the better option. On the other hand, if you’re looking for automation and wider reach, Smart Shopping may be a better fit.

For new accounts or businesses needing more control, Standard Shopping is a solid starting point. However, once your business has more data, switching to Smart Shopping can help scale performance. Ultimately, testing both campaigns will help you decide which one works best for your e-commerce business