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.

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Automatically optimize your shopping campaigns to target customers who are more likely to convert at higher revenue values with smart shopping campaigns. By using a combination of traditional shopping campaigns, automated bidding, and targeting, smart shopping helps you get the right ad to the right user, 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.

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 ads 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 that, you only need to set your budget and targeting options to start optimizing your shopping campaigns.

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 have it created and added 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. Be sure send updated data at least every 30 days. Learn more about feed files.

How to set up a smart shopping campaign

  1. From the collapsible menu on the left, select All campaigns > Campaigns > Campaigns.
  2. Select Create Campaign.
  3. Select Sell products from your catalog, then select Smart Shopping.
    Note: Smart shopping will be the default campaign if conversion tracking is enabled. If conversion tracking is not enabled, standard shopping will be the default.
  4. Enter your Campaign name, set your Campaign budget, and optionally, select 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.
  5. Select Next.
  6. Select the Store to link to the new campaign, select the Country/region of sale, and optionally, select Enable local inventory ads.
  7. Select Next.
  8. 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.
  9. Review and finalize your campaign settings and select Save & Exit.

Frequently asked questions

What are the requirements for smart shopping campaigns?
Variable revenue tracking is required for smart shopping campaigns. Learn more about UET.

What is the Maximize Conversion Value bid strategy?
With Maximize Conversions, Microsoft Advertising automatically sets your bids in real time to maximize overall conversion revenue within your budget. Learn more about bid strategies.

Can I target the same set of products in smart shopping and standard shopping campaigns?
No–smart shopping campaigns override standard shopping campaigns for the same set of products.

How long does the editorial review for smart shopping campaigns take?
The editorial review process is the same for both smart shopping and standard shopping campaigns. Learn more about the editorial review.

Is Google import available for smart shopping campaigns?
Yes, you can import your product feed and existing campaigns Google import. Note that responsive ads cannot be imported through Google Import.

Are there bulk upload options available?
Yes, you can use the bulk upload spreadsheet to bulk upload smart shopping assets.

Is smart shopping available for local inventory ad campaigns?
You can opt smart shopping campaigns into local inventory ads but cannot convert an existing local inventory ad campaign to a smart shopping campaign.

How does reporting for smart shopping campaigns work?
Smart shopping campaigns reports are a subset of existing product ads reporting within Microsoft Advertising but the reports do not include search terms, network, or audience data.

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