With different types of Google Ads growing constantly, besides the famously known Google Search Ads, Google Display Ads, and YouTube Ads. Shopping ads have gained more attention while it brought in countless of revenues for the e-Commerce industry.
Shopping ads are different from search ads by having product pictures, brand name, and price just like catalogs and allows consumers to view products from different stores. But how exactly does the shopping ads reach the right audience? Google introduces smart campaigns for small businesses to advertise online and let merchants showcase different products or services.
Dynamic Search Ads:
DSA uses the contents on your website, and when a customer’s search is relevant to your product or service, Google Ads will dynamically generate an ad with a clear headline for the most relevant page on your site.
Google Shopping Ads:
Uses your existing Merchant Center product data – not keywords – to decide how and where to show your ads.
Dynamic Remarketing Ads:
When users browse content, research products, or follow ads for specific products on your site but leave without converting, you can use Dynamic Remarketing to make related, relevant content and products visible to them again as they visit other sites on the Google Display Network.
These three types of ads that are easy to set up and could help merchants save a lot of time to think of copies and keywords.
What is Smart Shopping Campaign?
Think of SSC (Smart Shopping Campaign) as GSA 2.0, with machine learning technology to not only reduce the hours needed to optimize campaigns but also takes care of automated bidding and ad placements. SCC is perfectly made for vendors with smaller budgets and less time to strategically maneuver them. Besides appearing on Google search, SSC campaigns can also be seen on Google Search Network, Display Network, YouTube, and Gmail.
Smart Display Campaign
Besides shopping campaigns, Google also launched the Smart Display Campaign, the new campaign offers a simple solution to managing the complex variables of display advertising, and help merchants broaden the customer base to win new conversions easier.
With SDC, merchants can leave manual bid strategies, targeting, and setting like the delivery method behind, to get a much simpler campaign construction flow. To use SDC, you need at least 50 display conversions or 100 search conversions in the last 30 days.
Based on SHOPLINE’s experience in helping merchants with ad delivery, we noticed the Click-per-acquisition from Display Remarketing Ads is lower than SDC, that’s because DRA is deliberately focused on remarketing and drives more conversion. However, if you want to broaden your customer base and have more brand exposure in a new market, you can invest in SDC, which helps a brand to get an impression but at the same time drive conversion.
The Correlation Between Type of Ads and Marketing Funnel
Conclusion
We believe that Google will continuously improve its machine learning and offer more benefits to users, for instance, Google’s Responsive display ads can automatically adjust the size, appearance, and format to fit just about any available ad space, and advertisers would only need to provide a logo, product photos, and ad copy. After learning these types of ads, it’s time to get your hands dirty! Practice how to operate these ads and further optimize them once you gathered enough data. If you need some guide, SHOPLINE’s marketing team is Google’s Premier Partner, and we’re glad to assist you along with any questions, or you can check out our Google Advertising Plan to help you deliver ads with results.
Marketing Associate at SHOPLINE. A digital marketing nerd and a podcast fan. You can find her out in the woods once in a while but most of the times she’s glued to her laptop screen indoors.