Tinuiti has tested, reiterated, and solved the best solution to leverage the full power of Smart Shopping: a WISE approach. Join us to learn our secret sauce and how this addition to your ecommerce strategy will secure your most efficient ROI.

1. A WISE
Approach to
Google Smart
Shopping Ads
How to Master Smart Shopping to
Secure Effective ROI

2. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
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Recording & slides will be
sent tomorrow
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Join our poll questions
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3. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

4. Our Speakers
LEWIS BRANNON
Growth Media Strategist /
Product Manager
MIA BAPTISTA
Growth Media Sr. Specialist

5. Agenda
layout
● Google Smart Shopping vs. Standard Shopping
● Pros & Cons of Google Smart Shopping
● Unpacking our WISE Approach & Strategic
Product Segmentation
● Client Case Studies of Various Smart Shopping /
WISE Applications
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6. Are you currently advertising with
Google Smart Shopping ads?
● Yes
● We’re lightly testing
● No
Poll Question

7. Google Smart Shopping
vs. Standard Shopping
Setting the Stage
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8. Google Smart Shopping overview
● Google.com SERP (traditional
Shopping/PLA results)
● Shopping.google.com and
Shopping Tab
● Google Display Network
(GDN)
● Gmail
● YouTube
● Combines product listing ads
with responsive display
formats
● Uses machine learning to
show a variety of ad formats
across Google surfaces
● Automates placement and
bidding for maximum
conversion value within your
budget and *optional ROAS
targets
● Bidding is maximize
conversion value only with
optional Target ROAS
● Serves across devices, no
device-level bid modifier
● Can set geographic targeting
● Automated ad scheduling
● No audience targeting
● No search query targeting /
segmentation (ISO™)
HOW IT WORKS WHERE IT SERVES CONTROLS & AUDIENCES

9. SHOPPING DISPLAY YOUTUBE GMAIL
Where and How These Ads Appear

10. Smart Shopping Layouts
SHOPPING DISPLAY YOUTUBE GMAIL

11. Pros & Cons of Google
Smart Shopping
Setting the Stage
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12. Standard Shopping
● Search Query
reporting
● Audience Targeting
/ RLSA
● Supports multiple
bid strategies
including CPC, eCPC,
max clicks, and
Target ROAS
● Limited placements
● Higher CPCs
● “Multi-surface”
● Cheaper CPCs
● Responsive ad
formats leading to
richer experiences
● Reach new
audiences at scale
● Untapped revenue
streams
● No Search Query
reports
● No ability to target
audiences / RLSA
● No Brand vs
NonBrand
segmentation
● No New vs Returning
Customer
Segmentation (*GA)
● Reporting / Analytics
nuances
● Set and forget
PROS CONS PROS
Smart Shopping
CONS

13. Introducing the WISE
Approach
Strategy
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14. Introducing WISE Shopping
● No more ‘one campaign’ set
and forget approach
● WISE allows for campaign
budget and bidding
segmentation based on real
time product performance
● Strategic budget flexibility
● Smarter bidding / more
bidding control
● Multi-campaign strategy
using product segmentation
● Product performance data
informs custom labeling to
segment products into
different campaigns
● Campaign-level Target ROAS
bids align with product
performance and objectives
● Expert feed management
● Campaign structure must
align
● Must be willing to forfeit
search query data /
segmentation (ISO) and
audience control
HOW IT WORKS KEY CONCEPTS CONSIDERATIONS

15. WISE Shopping Segmentation Criteria / Bidding Overview
INCREASE
● Products you want
to increase visibility
for but not quite at
‘winner / hero’ level
● New or in-season
products
● Under-serving /
“zombie” products
that Google is
ignoring
WINNERS
● Products you want
to bid most
aggressively for and
dedicate the most
budget
● Top converters
● Hero / popular
products
● Loss leaders
SUPPRESS
● Products you want
to curb spend on /
reduce visibility to
minimal
● Costly, non
converting products
● High impressions
with low CTR
● Past season / outlet
EVERYTHING ELSE
● All other products
that don’t meet the
other criteria
● Baseline bid (align
with overall goal)
W I S E
400% TARGET ROAS
1000% TARGET ROAS
300% TARGET ROAS
250% TARGET ROAS

16. 16
WISE Shopping Campaign / Ad Group Structure
Campaigns
segmented by WISE
criteria using custom
labels to filter/bucket
products
1 ad group per
campaign (required)
Budget and bids align with WISE criteria

17. Innovating for the Future of Google Shopping
WISE Adaptive Bidding Tool
● Sync product performance data with custom labels in datafeed in order to strategically
segment campaigns and bids
● Automate the heavy lifting of product performance analysis / label changes /
restructuring

18. WISE Case Studies /
Applications
Examples
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19. Separating Products by Brand
BACKGROUND
● Footwear / Apparel Retailer
● Goal is to grow revenue with a strict ROAS target
● Products are dependent on seasons
● Brands have different price points, seasons and
demand
CONCEPT
By breaking our top-focus brands into their own
campaigns, we’re able to adjust the budgets and ROAS
targets according to their season. We can push or pull
back on these brands on a more granular level.
Additionally, since AOV varies by the brand, we can set
lower ROAS targets on higher AOV products to push on
these more.
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RESULTS
Revenue

20. Separating Products by Seasonal Collections
BACKGROUND
● OEM (Food & Bev)
● Launches collections based on holidays
● Evergreen products were taking priority over our
new collections so visibility was limited on new
skus.
CONCEPT
Because our evergreen products have strong relevance
with Google (conversion history, etc), these products
were taking priority over our newly launched seasonal
skus. By separating out the new skus into their own
campaign, we were able to increase traffic and
expedite the learning process on these new skus.
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RESULTS
Impressions
Clicks
+384%
+498%
Conversions
Revenue
+1,248%
+1,473%
ROAS
+423%

21. Separating Products by Seasonal Best Sellers
BACKGROUND
● Sells home goods
● Majority of skus are seasonal
● Difficulties with scaling revenue after using
manual cpc and tROAS bidding strategies
CONCEPT
We decided to test putting all of our best sellers into
their own Smart Shopping campaign in order to push
on these skus. By doing so, we started to see a strong lift
visibility, CTR and CVR which led to a lift in revenue while
keeping a strong ROAS.
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RESULTS
Impressions
Clicks
+18%
+32%
Conversions
Revenue
+44%
+63%
ROAS
+17%

22. Segmenting Out Suppressed Skus
BACKGROUND
● B2B Retailer
● Goal is to scale revenue
● We wanted to see if we can get volume from
non-converting skus.
CONCEPT
In order to answer the question:
“Are these products being suppressed because they’re
poor performing? Or are they poor performing because
they are suppressed?”
We placed all skus with little to no impressions in their
own Smart Shopping campaign. After doing so, we
started to see volume come through for some of these
skus.
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RESULTS
Impressions
Clicks
+3434%
+5960%
Conversions
Revenue
+1981%
+378%

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