{"id":6058,"date":"2019-07-11T13:30:01","date_gmt":"2019-07-11T13:30:01","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=6058"},"modified":"2022-08-10T12:58:54","modified_gmt":"2022-08-10T12:58:54","slug":"smart-shopping-placements-insights-into-a-black-box","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/smart-shopping-placements-insights-into-a-black-box\/","title":{"rendered":"Smart Shopping placements:  insights into a black box?"},"content":{"rendered":"\n<pre class=\"wp-block-verse\">Attention: Smart Shopping campaigns are being sunset by Google. They are replaced by Performance Max campaigns in September 2022. To find out more about what will change for you as an online retailer, check out our dedicated PMax article:\u00a0<a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/performance-max-campaigns-for-retail\/\">Performance Max campaigns: Successful strategies for online retail<\/a><\/pre>\n\n\n\n<p>Smart Shopping is a seemingly omnipresent topic in the PPC world these days and there\u2019s been quite a few ongoing discussions related to the campaign format\u2019s lack of transparency and reporting options. The relatively new campaign type aims to automatically deliver Shopping ads across networks (Search, Display, YouTube, Gmail) and combines standard Shopping with display remarketing campaigns. Until recently it wasn\u2019t really possible to get any insights into where ads were actually shown or to whom. Lack of data insight has been a legitimate reason for many PPClers to doubt the new format\u2019s effectiveness and value \u2013 you just have to trust Google\u2019s algorithm. We like data, we like analyzing it \u2013 and we like being able to react to it by adjusting settings or adapting the overall strategy if necessary.\u00a0<br><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/smart-shopping-placements-insights-into-a-black-box\/#smart-shopping-placements-reports-with-a-little-trick\" >Smart Shopping placements reports with a little trick&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/smart-shopping-placements-insights-into-a-black-box\/#what-we-found-variations-across-verticals-better-roas-for-display\" >What we found: variations across verticals, better ROAS for display&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/smart-shopping-placements-insights-into-a-black-box\/#what-does-this-data-tell-us\" >What does this data tell us?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-smart-shopping-placements-reports-with-a-little-trick\"><span class=\"ez-toc-section\" id=\"smart-shopping-placements-reports-with-a-little-trick\"><\/span><strong> Smart Shopping placements reports with a little trick&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Recently, our industry colleague Kirk Williams <a href=\"https:\/\/zatomarketing.com\/blog\/how-to-see-placements-in-google-smart-shopping-campaigns\/\">discovered<\/a> that you can, in fact, get insights into Smart Shopping placements via Google Ads reports, and Martin R\u00f6ttgerding <a href=\"https:\/\/blog.bloofusion.de\/transparenz-fuer-smart-shopping-placements-jetzt-einsehbar\/\">followed up<\/a> with his own insights, noting a relatively low share of impressions for display placements within Smart Shopping campaigns.&nbsp;<br><\/p>\n\n\n\n<p>You can access placement reports in your Google Ads account via Reports &gt; predefined reports (dimensions) &gt; display\/video &gt; automatic placements (group) and then selecting your Smart Shopping campaign(s).<br><\/p>\n\n\n\n<p>Note on placement exclusions: like Kirk stated, placement exclusions are still not possible on campaign level. You can select placements to exclude, but once you click save, you get an error message (there\u2019s a <a href=\"https:\/\/twitter.com\/andreacruz92\/status\/1139140325719584769\">lengthy discussion on #ppchat regarding this topic,<\/a> too). You can use a <a href=\"https:\/\/zatomarketing.com\/blog\/how-to-exclude-placements-in-google-smart-shopping-campaigns\/\">workaround on account leve<\/a>l.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/eoYd9QeFg8skIrUw5WQYGC7qFpPV2UTpMPVW4oYNgUS503O4HBk8mNDF5KqWSgSHmp7zNGW7tecUyT_EJ30buuXHrJ-_-pxut9GIow5oL3vISV7oXEUK2wQlokxAu9-7HAfLDSLO\" alt=\"Screenshot\"\/><figcaption>An error message appears when trying to save placement exclusions on campaign level <\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-we-found-variations-across-verticals-better-roas-for-display\"><span class=\"ez-toc-section\" id=\"what-we-found-variations-across-verticals-better-roas-for-display\"><\/span><strong>What we found: variations across verticals, better ROAS for display&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Curious and spurred by our industry colleagues\u2019 findings, we decided to investigate this reporting option for our own clients, some of whom are currently testing Smart Shopping campaigns. We looked at six cases from various verticals over a 30-day period to get a feeling for how display placements would do in comparison with Shopping.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><br><\/td><td><strong>Impressions<\/strong><\/td><td><strong>Clicks<\/strong><\/td><td><strong>Cost<\/strong><\/td><td><strong>Conversions<\/strong><\/td><td><strong>Conv. Value<\/strong><\/td><\/tr><tr><td><strong>Case 1&nbsp;<\/strong><\/td><td>15.96%<\/td><td>12.58%<\/td><td>18.22%<\/td><td>9.41%<\/td><td>21.89%<\/td><\/tr><tr><td><strong>Case 2<\/strong><\/td><td>56.07%<\/td><td>69.29%<\/td><td>39.69%<\/td><td>53.83%<\/td><td>49.54%<\/td><\/tr><tr><td><strong>Case 3<\/strong><\/td><td>22.05%<\/td><td>34.91%<\/td><td>24.52%<\/td><td>25.71%<\/td><td>31.75%<\/td><\/tr><tr><td><strong>Case 4<\/strong><\/td><td>38.69%<\/td><td>57.68%<\/td><td>49.98%<\/td><td>53.08%<\/td><td>56.98%<\/td><\/tr><tr><td><strong>Case 5<\/strong><\/td><td>3.67%<\/td><td>4.66%<\/td><td>0.92%<\/td><td>1.71%<\/td><td>1.49%<\/td><\/tr><tr><td><strong>Case 6<\/strong><\/td><td>30.76%<\/td><td>26.70%<\/td><td>23.36%<\/td><td>22.69%<\/td><td>24.06%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>As you can see in the table above, metrics seem to vary wildly across cases, with impression share ranging from below 4% to as much as 56% in one case. The importance of display placements on YouTube, mobile apps or web pages seems to be impacted by the merchant vertical, not by the use of Smart Shopping campaigns themselves or the account size. Merchant 4 for example gets a higher share of revenue and traffic from their placements \u2013 it is allocated in the fashion industry where they are used more often. Indeed, it seems these placements do not deliver as much traffic volume in verticals with a long conversion path (in our example furniture or agricultural supplies). In both segments the conversion path might be longer. Interesting: based on these numbers it shows that ROAS for those placements tends to be higher than for the Shopping ads within the Smart Shopping campaign.<br><\/p>\n\n\n\n<p>Side note: We haven\u2019t noticed a negative effect on the dynamic remarketing campaigns yet.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-this-data-tell-us\"><span class=\"ez-toc-section\" id=\"what-does-this-data-tell-us\"><\/span><strong>What does this data tell us?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Of course we can\u2019t really go far with interpreting this data set. It is just a glimpse into a campaign format that otherwise stays a blackbox to us. Like our peers before us, we don\u2019t know if the data is complete, if it\u2019s even there on purpose \u2013 so please use this reporting option with caution. We can speculate that Google might open placement exclusions on campaign level soon, or give us more transparency in Smart Shopping reporting that will actually allow us to draw serious conclusions. Or it might just be a side effect of them opening up Discovery and YouTube for \u201cregular\u201d Shopping ads (this option can be deactivated, see screenshot below). What we do know is that we\u2019ll definitely keep a close eye on this in the near future and report back if we notice anything new.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"419\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-11-at-09.44.03-1024x419.png\" alt=\"\" class=\"wp-image-6066\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-11-at-09.44.03-1024x419.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-11-at-09.44.03-300x123.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-11-at-09.44.03-768x315.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-11-at-09.44.03-640x262.png 640w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>YouTube and Discover can be included in Standard Shopping campaigns as well. This option can be deactivated.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Attention: Smart Shopping campaigns are being sunset by Google. They are replaced by Performance Max campaigns in September 2022. To find out more about what will change for you as an online retailer, check out our dedicated PMax article:\u00a0Performance Max campaigns: Successful strategies for online retail Smart Shopping is a &#8230;<\/p>\n","protected":false},"author":46,"featured_media":6072,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,427],"tags":[476,517,143,294,504,518],"class_list":["post-6058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","category-machine-learning","tag-google-ads","tag-google-ads-reporting","tag-google-shopping","tag-shopping-ads","tag-smart-shopping","tag-smart-shopping-placements"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Smart Shopping placements: insights into a black box? - smec<\/title>\n<meta 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