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.
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.
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.
Select Sell products from your catalog > Smart Shopping.
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.
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.