Which industries should run Google Smart Shopping ads?

Google Smart Shopping is known as the latest advertising format from Google, utilizing Google’s machine learning technology to maximize performance and conversion value of advertising campaigns while simplifying campaign management.

However, not all businesses or industries are suitable for this type of advertising. In today’s article, we have compiled a list of businesses and industries that are considered most suitable and effective when running campaigns with Google Smart Shopping. Let’s take a look!

1. Which types of businesses are suitable for Google Smart Shopping?

• Businesses with certain limitations in advertising experience or skills

To run Google Smart Shopping ads, you must have a Google Ads account and a Google Merchant Center account to upload products.

The good news is that with the automated machine learning mechanism of Smart Shopping, you only need to select the products to display, set your goals, and establish your budget. Google will automatically choose and display the most appropriate ads to optimize conversion value and simplify campaign management, including bidding, selecting display networks, etc.

This means that even if you’re not an advertising expert, don’t have much time, or lack sufficient knowledge, skills, or experience to set up a detailed advertising campaign, you can still create perfect campaigns with Google Smart Shopping.

Additionally, Google Smart Shopping allows you to create and manage campaigns through an integrated third-party platform, enabling you to launch your advertising campaigns quickly, easily, and with support whenever you face difficulties via the integrated platform.

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• Businesses offering quality products, not in Google’s “prohibited” categories

According to Google’s policies, here’s a list of products that are “not allowed” to run Google Smart Shopping ads:

• Counterfeit or knockoff branded goods

• Dangerous weapons

• Prohibited substances, stimulants, and addictive products

• Products related to endangered species

• Adult content and products

• Drugs and dietary supplements with false or misleading claims

Moreover, Google recommends that the higher the quality of your products, the higher the conversion rate and effectiveness of your advertising campaigns. Because, even if you reach more customers, no one will want to spend money buying or return to purchase again if the product is of poor quality.

• Businesses with a website that meets Google’s requirements

For Google Smart Shopping campaigns to be approved and run smoothly, your e-commerce website must meet the following Google-recommended standards:

• The website offers products that are within Google’s allowed categories/products.

• The website supports HTTPS protocol.

• The website is SEO-friendly.

• The product pages do not provide false information about the products; the content must comply with Google’s policies.

• The website is a fully functional e-commerce platform with a complete ordering and payment process.

• The website provides at least one valid and transparent payment method.

• There must be a refund policy, a return policy, and service terms on the website. These policies should be in the website’s navigation menu at the footer.

• Contact information must be included on the website and easily visible to customers. You must provide at least two contact methods such as email, phone number, or store address. Google does not consider forms as a contact method.

• The website should not have “intentional” navigations that create a poor experience for customers.

2. Summary of industries that perform well with Google Smart Shopping campaigns

The display mechanism and distribution of Smart Shopping ads are based on customer search behavior, i.e., based on the product keywords searched on Google. Therefore, industries with quality products that fall within Google’s allowed categories and have high search volume, such as fashion, electronic devices, home appliances, cosmetics, household goods, etc., are considered likely to succeed and deliver better results when running Google Smart Shopping campaigns.

2.1 Electronics – Home Appliances – Technology Accessories

The demand for products in the Electronics – Home Appliances – Technology Accessories industry is quite high. One of the characteristics of the target customer base in this industry is their habit of searching for information to compare prices across different sellers and selecting trustworthy sellers with a good reputation.

As a result, choosing Smart Shopping ads for this industry helps sellers easily reach and provide information that buyers are interested in, such as price, product brand, website address, etc., when they search on Google. Customers can quickly compare products and make effective conversions.

However, for the Electronics – Home Appliances – Technology Accessories industry, running advertising campaigns requires a specific strategy, plan, and careful keyword research to avoid wasting the advertising budget.

Additionally, the prices and sales policies for these products are often updated on websites, so you need to monitor your advertising campaigns to ensure product information is updated promptly.

2.2 Fashion – Fashion Accessories

Fashion – Fashion Accessories is a high-potential industry that attracts significant attention from users. This is an essential product category that everyone uses, and customers often have repeat purchasing needs.

Fashion items and user search trends are influenced by market trends and seasonal preferences. Furthermore, the large appeal of the industry leads to intense competition.

Therefore, in order to make your products stand out, accurately reach potential customer segments, and reduce the pressure of competition, experts in advertising have assessed that Fashion – Fashion Accessories is a suitable industry for running Google Smart Shopping campaigns. Businesses can generate excellent results without spending too much time or requiring specialized skills to set up detailed ad campaigns: faster conversion rates, increased sales, higher order volumes, enhanced brand recognition, and optimized advertising costs.

2.3 Furniture – Household Goods

For high-value items such as Furniture and Household Goods, it is understandable that users will spend time and effort researching, comparing, and carefully reviewing information before making a purchase.

Additionally, the growing trend of online shopping is replacing traditional customer habits. Instead of visiting stores or showrooms to view Furniture and Household Goods, buyers now only need an internet-connected device to easily find the products they desire.

This trend opens up new opportunities and challenges for businesses to push their advertising, especially through Google Smart Shopping campaigns related to customer query behaviors and search actions on Google.

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However, you should be cautious that Furniture – Household Goods is a specific industry, where customers only convert to purchase when they truly need the product.

Therefore, when running Smart Shopping campaigns for this industry, you need to focus on the “golden moments” when the market is truly interested and has a demand for these products. The factor of location (region) is also important, especially for products that require installation, delivery, or warranty services, as these factors directly influence customers’ purchase decisions.

Above is the information on businesses and industries that are considered the most suitable and effective for running Google Smart Shopping campaigns. Google Smart Shopping is considered an excellent advertising format that helps retailers quickly reach the right target audience with an optimized budget for conversion, increased sales, and greater brand visibility.

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