After having explained you in the Article 1 what is Smart Shopping, how it works and what it could bring you in terms of performance optimization. We’ll now guide you step by step in the set up of your Smart Shopping campaign. We’ll also share some recommendations that we hope will help you leverage the full potential of this new format for your business.


On top of the basic requirements for standard shopping campaigns, in order to start running Smart Shopping you’ll need to fulfill the following requirements:

Find detailed info here. For those who start with Google Shopping, it’s recommended to use first a standard shopping campaign with ‘maximize clicks’ bidding strategy to meet the conversion and remarketing requirements before running Smart Shopping campaigns.

How to set up a Smart Shopping campaign?

Setting up your first Smart Shopping campaign is quite straightforward if you are already working with standard Google Shopping (read below). If not, you can find all detailed steps here.

Step 1 - Configuration

In Google Ads interface after clicking on create a new campaign, under the ‘Sales’ objective, you first need to select your campaign type (Shopping), your Google Merchant Center account ID, the country of sale and check as campaign subtype the option ‘Smart Shopping campaign’.

Smart shopping configuration

Step 2 - Budget and bidding strategy

Afterwards, you need to define your daily budget and bidding strategy, and specify a target ROAS only if relevant to your approach.

Smart Shopping campaign set-up - Step 2 - Budget & Bidding strategy

Step 3 - Product groups
At this stage, you have to choose the product group you want to advertise on, either all products from your feed or a specific product set you define. It’s advised by Google to only create one smart shopping campaign grouping as many products as possible (read Recommendations below).

Smart Shopping campaign set-up - Step 3 - Product group selection


Step 4 - Upload your assets

Finally, you need to provide some assets, mainly a visual, two headlines and a description. Those will be automatically combined and turned into different responsive ad variants to be shown across a variety of placements, and based on Google’s machine learning those with the highest performance will show more often.

Smart Shopping campaign set-up - Step 4 - Upload Assets

Note that these assets will be combined and shown to users who have visited your website but have not yet expressed interest in a specific product. Once user interest has been indicated, relevant data will be pulled from your product feed to create an ad.

For your information, text assets will be used in various combinations and ad formats as follows:


In terms of overall optimization and performance, it’s recommended to :


Smart Shopping is the new fully automated shopping format of Google that helps you optimize campaign management and performance. If you haven’t had the opportunity yet to test it, it’s not too late. Just define a budget, provide the required assets and Google algorithm will take care of the rest. Advertising your products on Google has never been easier. Let’s see what it will bring to your business!

publication author morgane de roy
Morgane De Roy

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