It can put your Brand on Search, Display, Gmail, and YouTube, but 

Smart Shopping: Not for Smart Businesses?

Holy Grail versus False Promise

Marketing nirvana, the future of e-commerce – that’s the promise of Google Smart Shopping. Built on Google’s latest machine learning technologies, Smart Shopping utilises automated bidding strategies and ad placements.

If you’re new to online advertising, this type of campaign can help expose your brand on Google Shopping and Display networks – even when you’re on a budget and can’t dedicate the man-hours. All you need to do is to identify your campaign goal and ad spend.

Just set and forget? Well, not quite.

When to Use Smart Shopping

Smart Shopping ticks some of the boxes: It covers several ad types, which then allows you to expand your presence on the Google Shopping and Display networks.

Like regular Shopping campaigns and Display and Search campaigns, it can utilise smart bidding strategies and machine learning. It’s relatively easy and cheap to set up, thus, suitable for beginners. For the most part, that is.

Why Smart Shopping May Not Be for You

New to Google ads? If you want to scale soon and fast, you won’t get a good baseline. That’s because Smart Shopping will not generate data on either your search terms or your audiences. Without a starting point, how do you quantify your ROAS or your CPA?

For more advanced users, the biggest trade-off here is the lack of control. The same automation that gives Smart Shopping its appeal will also prevent you from bidding on search terms that you know will perform well for you. In other words, you have zero control over where your ad budget goes.

What We Offer

Campaign Setup

What will work better for you: Smart Shopping or standard Shopping? We configure the right approach to deliver on your key business goals.

Data Feed Optimisation

Whichever campaign type you choose, your success will hinge on organised content, starting with keyword-rich product titles and detailed descriptions.

Conversion Tracking

Google’s algorithms need a certain volume of data, in order to work. We arm you with all the sales insights necessary, to get you ready for your campaign on Day 1.

Must-Read: Google Shopping Best Practices

If you’re new to online selling, Google Shopping can be a powerful channel for building your brand and carving out your future in retail. Read our popular resource on “Google Shopping Best Practices” and increase your chances of success.

Subscribe now and receive the full guide. (You can opt out anytime.)

How We Leverage the Power of Machine Learning

  1. Optimal Resource Allocation
    Not all SKUs are created equal. You know exactly which ones are driving your sales and would probably allocate all your time and spending on those consistent top performers, if only you could. Well, we help you do just that, by targeting your line of products for the best possible outcome.
  2. Product Segmentation
    If you are a retailer with a large catalog, you may find it challenging to implement Smart Shopping. No worries! We categorise your SKUs in individual campaigns so that you can better understand your ROAS values and prevent your products from competing with each other.
  3. Budget Planning
    In setting your Smart Shopping budget, we look at your standard Shopping and Display campaigns, for an accurate, apples-to-apples comparison. But we also let smart bidding do its job, so you don’t miss out on any opportunities for increasing your revenues.
  4. Pre and Post Testing
    Whether you’re advertising for the first time or looking to compare Smart Shopping against your standard campaigns, we create the testing structure to help you measure performance before and after your experiment. That way, you can take the next logical steps, in order to attain high-yielding results.
  5. Strategic Targeting and Reporting
    If you want to try out Smart Shopping because of the lower learning curve, we can group your products by performance. We then advertise slow-moving SKUs through smart bidding, while we boost your best-sellers using standard Shopping and display remarketing. Best of both worlds.

Meet Our Satisfied Clients

“Digital Excellence is a strong partner who manages to simplify what we consider to be gibberish. Our sales and business are growing steadily every week thanks to Digital Excellence. They have my warmest recommendations.”

– Eric Thürmer, Danish Tools

“As part of our marketing objectives, it is critically important that we continuously work on improving the effectiveness of our online campaigns. Digital Excellence understands our needs and provides us with stellar professional display creatives that give us branding consistency and incremental performance uplifts.”


– Thomas Røhr Kristiansen, Dating.dk

“I have had the pleasure of working with Peter and Digital Excellence for two years now. They have helped in organising and developing our AdWords campaigns in the US and Sweden. We have seen a rise of 170% in CTR during this period. With our offline conversion tracking setup, we can now connect our online marketing costs with the revenue our sales team is driving and have full transparency of our return on ad-spend. Working with Peter is always inspiring. He is a great soundboard and he sees opportunities instead of barrriers. I can highly recommend Peter and Digital Excellence.”

– Lea Kerff Tjellesen, Pronestor

“I would like to extend my warmest recommendations to Peter and Digital Excellence. I have worked closely with Peter and his team to better reap the benefits of our online strategy. + We now have a set up that can easily be scaled back and forth according to what marketing objectives we have at specific times. We have seen solid results and can hereby highly recommend working Peter on online strategy and performance solutions for other startups and other companies with specific requirements.”

– Valerio Sandri, Minbildinbil

“Digital Excellence is a great partner. They always take the extra time to explain how things are working and what we can do ourselves to improve our webpage. They have optimized our online sale and given us the tools to be even more present online. We trust in Digital Excellence to always deliver the best result and give them our highest recommendations!”

— Charlotte Sundsvald Christensen, Rejsecenter Norge

“Digital Excellence knows how to scale revenue while optimising ROI. And that growth is getting better and better the more we work with Peter and his team. Always at the cutting edge of digital marketing, making sure we take advantage of the highest revenue generating strategies, we owe a significant part of our internationalisation and growth velocity to Peter’s Digital Excellence.”

— Lasse. Nielsen RackBuddy


Which advertising strategy is right for you? Maximise your online visibility with smart bidding or with a regular Shopping campaign – or both! Contact Peter Crone for a free consultation at
+65 9613 1505 (Singapore), +61 8 7200 4771 (Australia), +45 3179 5383 (International/Denmark)or at [email protected]. Or just leave us a message below and we can have a chat.

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