About smart shopping campaigns

Automatically optimize your shopping campaigns to target customers who are more likely to convert at higher revenue values with smart shopping campaigns.

Smart shopping campaigns allow you to automatically optimize your shopping campaigns to target customers who are more likely to convert at higher revenue values. By using a combination of traditional shopping campaigns, automated bidding, and targeting, smart shopping helps you deliver the right ad to the right customer at the right time—at scale!

Setting your business goals and targets provides context to automatically adjust bids and shopping ads delivery to help optimize your campaigns. This, in turn, can help increase revenue and meet return on ad spend (ROAS) targets.

Note that smart shopping campaigns override standard shopping campaigns for the same set of products.

Why use smart shopping campaigns?

Reach customers who will likely covert at higher revenue values

Smart shopping campaigns use maximize conversion value (where Microsoft Advertising automatically sets your bids in real time to maximize total conversion value within your budget) and automated targeting to maximize overall revenue numbers with an option to define ROAS targets.

Optimize with automated campaigns

Smart shopping campaigns automate bids and ad delivery based on customer signals to help create a more personalized shopping experience.

Simplify campaign creation and management

To get started with a shopping campaign, you just need your product feed, a UET tag, and your business goals. Once you have those, you only need to set your budget and targeting options to start optimizing your shopping campaigns.

What you need to know

  • You can opt smart shopping campaigns into local inventory ads, but you cannot convert an existing local inventory ad campaign into a smart shopping campaign.
  • You can use Google import to import your product feed and existing campaigns.
  • You can access smart shopping campaigns' reports—which are a subset of existing product ads reporting—within Microsoft Advertising. The reports do not include search terms, network, or audience data.

Before getting started...

  1. Create and add a UET tag to your website. The additional code needed to track variable revenue data is required for smart shopping campaigns, so be sure to create and add it to your website before you begin creating your smart shopping campaign.

    Note: Because variable revenue is required, a destination URL or event conversion goal is also required. Learn more about how to create and add a UET tag.

  2. Submit your product feed to or use your existing feed. You can even use the bulk upload spreadsheet to bulk upload smart shopping assets. Be sure to update data at least every 30 days. Learn more about feed files.

Set up a smart shopping campaign

  1. In the tree view from the left pane, select the account for which you want to create a new campaign.
  2. In the data view, select the Add campaign dropdown menu > Add a smart shopping campaign.
  3. In the edit pane, enter the appropriate information.

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