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 are available in all markets where Microsoft Shopping campaigns are available. Learn more about where shopping campaigns and product ads are available.

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. From the collapsible menu on the left, select All campaigns > Campaigns > Create.

    If you're using the new Microsoft Advertising navigation, from the navigation menu on the left, select Create.

  2. Choose Sell products as your campaign goal.
  3. Select Smart Shopping as your campaign type.

    Note: Smart shopping will be the default campaign if conversion tracking is enabled. If conversion tracking isn't enabled, standard shopping will be the default.

  4. Select Continue.
  5. Enter your Campaign name, set your Campaign budget, and, optionally, select the Set a target return on ad spend (ROAS) checkbox if you want to enable a target ROAS goal for the campaign.

    Note: If you select the optional ROAS target, it will override the default maximum conversion auto-bidding.

  6. Select Next.
  7. Select the Store to link to the new campaign, select the Country/region of sale, and, optionally, select Enable local inventory ads.
  8. Select Next.
  9. In the Location section, select where you want your ads to appear, and in the Ad schedule section, you can add an ad schedule for the campaign.
  10. Review and finalize your campaign settings.
  11. Select Save & Exit.

Related articles

Everything you need to know about setting up UET

Let Microsoft Advertising manage your bids with bid strategies

Microsoft Advertising policies

What are local inventory ads?

What gets imported from Google Ads

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