Google combos Shopping & dynamic remarketing in new goal-optimized Shopping campaign type

Campaigns are optimized to the campaign conversion goal, and ads can run on Search, YouTube, Gmail and the Display Network.

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Machine learning has come to Shopping Campaigns. This week, Google announced a new Shopping campaign type — subtype, really — that is “goal-optimized.” The campaigns will use machine learning to aim to automatically optimize ad delivery to achieve the defined conversion goal value, such as revenue or return on ad spend (ROAS). Additionally, the campaign type combines dynamic remarketing and standard Shopping in one campaign to deliver an ad across Google properties and the ad network.

“Our systems will evaluate all available signals and use machine learning to predict the likelihood of a search query to convert so you can make the most of your budget across networks, products, and audiences,” wrote Tom Beyer, product manager for Shopping and Roy Baharav, product manager for display remarketing, in the blog post announcement.

The automated Shopping campaigns combine Shopping and display remarketing campaigns to extend reach across Google properties and display network. Ads can display on Google Search results, Gmail and YouTube, as well as Search partners and the Google Display Network.

Google Shopping Ads Across Networks And Sites

Goal-optimized Shopping campaigns can run across Google’s properties and ad network.

What you’ll need:

  1. Active product feed in your Google Merchant Center account that’s linked to AdWords.
  2. AdWords remarketing tag implemented.
  3. Select the “Goal-optimized” campaign subtype in the UI when setting up a new Shopping campaign.
Goal Optimized Google Shopping Campaign Setup

The new Goal-optimized option for Shopping campaigns is rolling out.

Goal-optimized Shopping campaigns are rolling out globally over the new few weeks.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About the author

Ginny Marvin
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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