Google’s Smart Shopping campaigns are fully automated, pay-per-click campaigns that use machine learning to display the right products in the right place at the right time.

In Google’s own words,

“A Smart Shopping campaign automatically pulls product data from a feed and uses it to create Shopping ads specifically designed for your customers. Then, the campaign intelligently places these ads across different Google surfaces using bidding strategies that you choose.”

Suffice it to say, Smart Shopping can be a powerful tool for businesses looking to get their products in front of the right audience.

B2B product supplier drives results with Smart Shopping campaigns

One masonry products supplier, with the help of their Marketing Success Manager, learned just how much of an impact a properly implemented Google Smart Shopping campaign can have.

Over a three-month period, they saw 3.9M impressions, tens of thousands of clicks and hundreds of conversions — most of which came from their Google ad campaigns.

How did they do it?

Google Smart Shopping Ads

They drove impressions, clicks and conversions by focusing their ad spend on Smart Shopping campaigns on Google.

They connected with people actively searching for their products by targeting relevant search terms, like “mortar board” and “mortar pan.”

Content marketing

Although their number one driver of conversions was their Smart Shopping campaigns, they also drove visibility via content marketing on their website and social media profiles.

They optimized their product pages with relevant keywords and created unique descriptions rather than just using the manufacturer’s description.

They also built a strong organic presence on Facebook by posting regularly on their timeline.

Conclusion

Smart Shopping campaigns on Google are a great way to get the right products in front of the right shoppers, and they work even better when you back them up with content marketing on your website and beyond.

Build, manage and grow your small business with Marketing 360®

Marketing 360® is a singular platform that offers everything you need to build a modern, professional website, capture market share on popular channels, manage all of your contacts, projects and deals, schedule out social media posts, monitor your SEO performance and so much more, plus the marketing team you need to grow your business.

See our plans and pricing.

Account M25216
Screenshots taken on 9/14/21

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.